Bangkok--Aug 17--Hakuhodo
AJINOMOTO, the forefront leader of the food industry in Thailand, announced today the launch of Takumi-Aji, the Japanese soy sauce based sauces, tracking with the trend toward increased consumption of Japanese food by Thai people.
Mr. Phichien Koosmith , Managing Director of Ajinomoto Sales (Thailand) Co., Ltd. said, “AJINOMOTO” is well accepted as the image of the Japanese company and one of the global leading producers of seasoning and food products , this image comes from our long historical business and extensive experience which widely expand successfully to many countries worldwide for almost a century. Then, under the concept of utilizing our own strength, we are proud to introduce this new line of product, Japanese soy sauce based sauce, under the brand Takumi-Aji to Thai people. Takumi-Aji will be the product that represents the image of authentic Japanese soy sauce for Thai consumer vividly. And for the skillful production of Takumi-Aji, AJINOMOTO has established a new factory especially for this project. The manufacturing in our own factory enables us to strictly control the quality of the products. This can assure our customers that we can deliver them the high quality and reliable Japanese soy sauce based sauces at reasonable prices.” Therefore, this product will be our challenging product that drive and strengthen the position of leading seasoning producer of AJINOMOTO in Thailand completely.
AJINOMOTO sees rooms for potential growth in the seasoning market in Thailand. Our goal is to introduce Japanese taste to all Thai people through the experiences with Takumi-Aji sauces. In order to achieve this, we have set up the campaign “65 Million Takumi-Aji Experience” with series of activities for the consumers to participate and enjoy the taste of Takumi-Aji.
Mr. Akashi Ogamoto, Seasoning Business 2 Department Manager of AJINOMOTO, revealed, “Takumi-Aji is the Japanese soy sauce based sauces specially made for Thai people’s preference. Insights gained during the research shows that Thai consumers want to cook Japanese food but they still have the idea that Japanese food is difficult to prepare. Based on this background, we have carefully developed Takumi-Aji, the authentic Japanese soy sauce based sauces that is delicious and versatile, offering consumers the easy way to cook tasty Japanese menus in their own inspired creation in their original Japanese menus. Takumi-Aji has rich and delicious taste with appetizing aroma, available in easy to use bottle.”
The brand “Takumi-Aji” comes from Japanese. “Takumi” means “master of cooking” who has special professional skills and knowledge of cooking among chef, and “Aji” means “taste” in Japanese. When these two words combined together as “Takumi-Aji”, it delivers the meaning “Taste from professional chef”.
Takumi-Aji is now available in three new varieties: “Shoyu Yipun”, “Stir-fried sauce”, and “Teriyaki sauce”. Shoyu Yipun is retailed at 15 Baht (100ml), 25 Baht (200ml), 55 Baht (500ml) and 80 Baht (1000ml). Stir-fried sauce is retailed at 25 Baht (200ml) and 55 Baht (500ml). Teriyaki sauce is retailed at 25 Baht (200ml), 55 Baht (500ml) and 80 Baht (1000ml).
AJINOMOTO expects sales volume of 200 million Baht from the new product this year. Takumi-Aji will be supported with a 100 million Baht marketing campaign for sales promotion, advertising, and public relations activities during the launching period. AJINOMOTO will hold the Food Festival for consumers to try the food made by Takumi-Aji products and enjoy the activities at the event on 20-21 August 2005 at Central Rama II.
Takumi-Aji has been on shelf in the convenient stores and supermarket across Thailand since the end of July. The new product will be supported by a series of marketing promotion programs, including TV commercials, which is expected to roll out on 19 August 2005, print advertisement, in-store promotion, product samplings in Bangkok nation wide area with the special field activities all over Thailand starting from August 2005.
For additional information, please contact:
PR Department, Hakuhodo (Bangkok) Co., Ltd.
Rochanun Somchit (ext.726), Nattakan Chanthai (ext.721)
Tel. 0-2257-0533 Fax. 0-2257-0545-6 End.