November 2003 – Tokyo – Ajinomoto Co., Inc. (Ajinomoto; President:
Kunio Egashira; Headquarters: Tokyo, Japan) will launch new products of
three brands in China in an effort to strengthen a foothold in the consumer
foods business in the growing Chinese market.
China’s processed food market is rapidly growing in metropolitan areas.
Changing consumer lifestyles are creating a preference for simple, convenient
cuisine, as well as demand for high-quality, reliable foods that are easy
to prepare. Based on this background, Ajinomoto announces its new products
for consumers in these areas.
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| Younong Western-style soup
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MOR CHU GAOTANG
Seasoning
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HON-DASHI Dried
Scallop Flavor
Seasoning
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Younong Western-style soup, offers the delicious taste
and nutrition of vegetables, milk and other natural ingredients, and is easily
prepared by adding hot water and stirring. Using technology accumulated in
Japan and adapted to Chinese customers’ tastes, it will be the Ajinomoto’s
first Western-style soup marketed in China. The six new varieties to be launched
are; cream of corn with kernels, cream of corn, cream of tomato, cream of
mushroom, cream of potato and cream of chicken. Shanghai Ajinomoto Seasoning
Co., Ltd. will handle production, with a sales target of one billion yen in
the year ending March 2006.
MOR CHU GAOTANG is a seasoning made from real gaotang. Gaotang is a premium
soup base made and used by first class shefs of Cantonese cuisine, by simmering
carefully selected Chicken, Chinese ham, beef and pork over a long period
of time. HON-DASHI Dried Scallop Flavor is a seasoning that contains the concentrated
flavor of choice dried scallops. Shanghai Ajinomoto Seasoning Co., Ltd. will
handle production, with a sales target of one billion yen in the year ending
March 2006. By introducing high-value added seasoning mixes derived from
the authentic local taste in the fast-growing Chinese and Hong Kong markets,
Ajinomoto aims to strengthen the foundations of its consumer foods business
in China.
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[Reference materials]
Profile of Shanghai Ajinomoto Seasoning Co., Ltd.
Company name:
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Shanghai Ajinomoto Seasoning Co., Ltd.
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Head office/factory address:
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Songjiang Industrial Development Zone, Shanghai
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Established:
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August 23, 2003
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Capital:
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US$27,236 thousand (approx. 3.2 billion yen)
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Composition of capital:
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Ajinomoto (China) Co., Ltd. 99%, Ajinomoto Co.,
Inc., 1%
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President:
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Tsuyoshi Miura (Member of the Board and Corporate
Vice President, Ajinomoto Co., Inc.)
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Type of business:
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Production and sale of soup and seasonings (Sales
consigned to Ajinomoto (China) Co., Ltd.)
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Product Profile of Younong Soup
Brand name
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Younong
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Western-style soup
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Type of flavor
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Six varieties: (1) Cream of corn with kernels (2)
Cream of corn
(3) Cream of tomato (4) Cream of mushroom (5) Cream of potato (6) Cream of
chicken
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Size
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3 sachets in a carton
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Concept ofthe product
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1.Ideal for breakfast because the deliciousness
and nutrition from the vegetables, milk and other natural ingredients are
melted in it.
2.A Western-style soup for single servings that can be easily prepared
simply by adding hot water and stirring
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Form
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Granulated powder (with garnish)
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Suggested retail price
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About RMB 5 (70 yen)
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Target
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Primary- and middle-school aged children and their
mothers
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Occasion
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Primarily breakfast
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Shelf life
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1 year unopened at room temperature
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Sales regions
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Launch planned mainly in large cities in coastal
region of China
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Product Profiles of MOR CHU GAOTANG Seasoning
and
HON-DASHI Dried Scallop Flavor Seasoning
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Brand name
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MOR CHU GAOTANG
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HON-DASHI
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Name of product
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Seasoning
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Seasoning
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Type of flavor
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Gaotang
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Dried scallop
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Sizes
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135g box (three 45g bags),
150g can, 450g can
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120g box (three 40g bags),
140g can, 410g can
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Concept of the product
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A gaotang seasoning mix made by simmering carefully
selected chicken, Chinese ham, beef and pork for a long period of time
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Dried scallop-flavored seasoning mix that contains
the concentrates the flavor of choice dried scallops
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Form
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Granulated powder
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Granulated powder
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Suggested retail price
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135g box: approx. RMB 17 (240 yen)
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120g box: approx. RMB 15 (210 yen)
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Target
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Consumer-use :Housewives who enjoy cooking
Commercial-use :Cantonese cuisine restaurants
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Consumer-use :Housewives who enjoy cooking
Commercial-use :Cantonese cuisine restaurants
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Occasion(Household use)
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Everyday dinner, holiday lunch or dinner
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Everyday dinner, holiday lunch or dinner
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Shelf life
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1 year unopened at room temperature
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1 year unopened at room temperature
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Sales regions
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Coastal region of China and Hong Kong
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Coastal region of China and Hong Kong
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