Ajinomoto Co., Inc.
15-1, Kyobashi 1-chome
Chuo-ku, Tokyo
President: Kunio Egashira

Launch of Sweetener Business in Thailand
First Step: Manufacture and Sale of Low-Calorie Sweetener Lite Sugar

March 1３, 2003 --- Ajinomoto Co., Inc. (Ajinomoto) is entering the sweetener business in Thailand. Since the beginning of 1990, Ajinomoto has used aspartame, an amino acid-based low-calorie sweetener, to develop its sweetener business globally in Malaysia, the Philippines, Brazil and other countries. Its sweetener products have won the acceptance of consumers around the world.

Although the market for low-calorie sweeteners is growing in Thailand as well, particularly among calorie-conscious individuals, certain consumers there are dissatisfied with the taste of such sweeteners. Against this backdrop, Ajinomoto Co., (Thailand) Ltd. will begin manufacturing and selling the low-calorie sweetener Lite Sugar to offer a product that satisfies customers.

This new product uses both aspartame and sugar, giving it natural sweetness with half the calories of sugar. Ajinomoto plans to use aggressive advertising and sales promotions to establish the Lite Sugar brand and cultivate a new market for low-calorie sweeteners in Thailand.

1.Background of Sales Launch
(1)
 In Thailand, demand for sugar in single portions (packets, cubes, etc.) is expanding steadily, creating a market of about 2 billion baht. In Bangkok and other urban areas, over 50 percent of households purchase sugar packaged in single portions
(2)
 The market for low-calorie sweeteners in Thailand is about 200 million baht per year and is growing by approximately 10 percent annually.
(3)
 The markets for table sugar and low-calorie sweeteners are growing steadily. Ajinomoto will introduce and offer to Thai consumers a new type of low-calorie sweetener that has the same natural sweetness as sugar with only half the calories.


2.Product Overview:
(1) Brand:
 Lite Sugar
(2) Basic concept:
 The same natural sweetness as sugar with half the calories of sugar
(3) Target:
 People who are careful about calories and people who are dissatisfied with the taste of current low-calorie sweeteners
(4) Application:
 Table-top sweetener for coffee, tea, etc.
(5) Launch date:
 February 20, 2003
(6)Volume/Price:
 4g (stick) x 50: Suggested retail price 34 baht (about ¥100)
4g (stick) x 20: Suggested retail price 18 baht (about ¥54)
(7) Manufacturing site:
 Ajinomoto Phra Pradaeng Factory of Ajinomoto Co., (Thailand) Ltd.
(8) Sales region:
 Throughout Thailand
(9) Sales target:
 About 100 million baht (¥300 million, 1 baht =\3) for the fiscal year ending March 31, 2004


3.Marketing Plan:
The product will be sold by Ajinomoto Sales (Thailand) Co., Ltd., mainly through mass retailers and convenience stores. Television advertising and sales promotions will be used to establish quick product recognition and get people to try the product. Promotional activities will center on sampling and tasting demonstrations with coffee and tea at mass retailers and other stores.


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Lite Sugar 50-stick package (left); 20-stick package (right)
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