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Ajinomoto Expands Instant Noodle Production Line in Thailand
Toward a Number-Two Share for Yum Yum Noodles in Thailand
May 30, 2003-Ajinomoto Co.,Inc.(Ajinomoto)-In connection with the expansion in demand for easy-to-prepare, delicious instant noodles in Thailand and the increase in the volume of exports to neighboring countries, Ajinomoto Co., Inc. (Ajinomoto) has recently expanded its production line. In tandem with this capacity expansion, Ajinomoto will also strengthen its marketing activities to build the market share of its Yum Yum brand and achieve the number-two position in the market.
Ajinomoto established Ajinomoto Co., (Thailand) Ltd. in 1960 for sales of AJI-NO-MOTO, and first diversified its operations in 1971, when it entered the noodle business by investing in Wan Thai Foods Industry Co., Ltd. Sales of Yum Yum noodles began in 1973, and sales in 2002 amounted to 1.5 billion baht (\4.2 billion), an increase of 7 percent over the previous year.
Wan Thai Foods Industry Co., Ltd. Company Overview
Company name:
Wan Thai Foods Industry Co., Ltd. (Bangkok, Thailand)
Date of establishment:
1971 (Number of employees: 600)
Production volume:
Approximately 24,000tons/year
Main products produced:
Instant noodles
(50 varieties including both pillow-type and cup-type)
Unit price:
Pillow-type 5 baht (approx. \14)
Sales area:
Thailand and export sales to approximately 40 countries
Amount of recent capital investment:
110 million baht (approx. \300 million)
The instant noodle market in Thailand is approximately 9 billion baht (an increase of 5 percent compared to the previous year; approximately 2 billion servings/year). With a population in Thailand of some 62 million, that comes to an average of about 32 servings per person each year. Most individual servings are relatively small, primarily around 55 grams, for enjoyable eating any time, anywhere. Delicious pillow-type and cup-type noodles with Thai flavors such as tom yam goong that can be enjoyed in a wide range of situations have recently been growing in popularity.