Bangkok--Oct 6--Hakuhodo (Bangkok)
AJINOMOTO, one of the fore-front leader of the food industry in Thailand, announced today the diversification of its business by launching OSEN a new rice snack in authentic Japanese style followed to SENCHA, Japanese Green Tea. The product is specially developed to serve the Thai consumer’s satisfactions that are the real Japanese taste-lovers. The company expects to win rice snack market share by 25% and 35 % in 2005 and 2006 respectively.
Mr. Phichien Koosmith, Managing Director of AJINOMOTO said the company is proud to introduce the latest diversified product namely OSEN, the authentic Japanese rice snack, followed to SENCHA, authentic Japanese Green tea. The company utilizes an internal strength as being a Japanese company because, we, AJINOMOTO, is originated from Japan. Rice snack also comes from Japan and this segmentation will be further growing, so we confident that we can utilize our strength in this category while SENCHA green tea, which had launched previously, also commits to this intention. Moreover, beverage and snack is a good combination, therefore, we would like to introduce Japanese taste through these product lines. We confident that these two products shall get along well together into Thai market.”
Throughout 44 years experience in food businesses in Thailand, AJINOMOTO always realize to our readiness and high-confidence before stepping to new business. Obviously, we have been gained the high respond from Thai consumers at all kind of products such as food seasonings, instant noodles and beverages as well. Particularly in 1993, the company has been well-accomplishing in beverage market likes BIRDY, which is now still keeping constantly and being the number one in Thai consumers’ mind. All of those successes can be certified our high potential and strength in food business as well.
In addition, we always conducted the research and development to our product carefully before launching at all type of new product. As the same, OSEN has been researched and developed for two years before launching because the consumers’ satisfaction is our prior concerning.
OSEN is an authentic Japanese rice snack. It offers an appetizing Japanese taste originated by AJINOMOTO, the real Japanese company, which is the only one in the market. OSEN has three varieties of flavor: Original, Seaweed, and Grilled Salmon, which come from the favorite Japanese dishes.
OSEN uses the ‘Metallized Package’, a technology of product packaging that can maintain the best quality of OSEN for as long as nine months. It prevents OSEN from light, moisture and oxygen, which can damage crispiness (the most important attribute of rice snack) and rancidity. OSEN will be available in store in 2 sizes: big pack (12 sachets,24 pieces)—18 baht, and small pack (6 pieces) 5 baht.
The OSEN brand is from the word ‘Osen-bei’, which is the name of original rice snack in Japan. OSEN has a unique ‘Rice Grain’ shape to represent that the product comes from the ‘Best Quality Rice’.
Mr. Keiji Yamaguchi, New Business Development Department Manager of AJINOMOTO revealed that “AJINOMOTO expects OSEN will attract Thai consumer’s mind, particularly snack-lovers, Japanese food lovers as well as young generation who tends to find new experience”.
“Differentially, we have imported some key raw materials from Japan, such as Shoyu (Japanese soysauce) and seaweed in order to ensure that Thai consumers can touch the real Japanese-tasted rice snack. More than 2 years conducting consumer researches, we are confident that OSEN will receive a warm feedback from Thai consumers”, Mr. Yamaguchi added.
AJINOMOTO expects to gain 25 % of rice snack market share by the end of 2005 and 35 % in 2006 as well. In order to achieve this target, the company will spend about 200 million baht for sales promotion, advertising, and marketing support activities until the end of 2005.
OSEN will be supported by a fully integrated launch program including, TV commercial, TV tie in program, magazine, cinema, radio, product sampling, etc. The TV commercial, set to break on October 15, will feature the theme of Real Japanese Rice Dish at Hand. Furthermore, one million sets of product sampling will be given to Thai consumers in public areas throughout the country. The product will be on sale nationwide through convenience stores, supermarkets, and hypermarkets.
For additional information please contact :
PR Department, Hakuhodo (Bangkok)Co., Ltd
Rochanun Somchit (ext.726),
Nut Nakasuwan (ext.725),
Preeti Prapandvidya (ext.721)
Tel. 0-2257-0533 Fax : 0-2257-0545-6 End.
--InfoQuest (NT)--