NutiFood enters instant coffee market to become flag-carrier
By Quynh Nhu
August 26, 2018 | 12:18 PM GMT+7
Despite being a newbie, NutiFood Nutrition Food Joint Stock Company expresses its ambition to dominate both the domestic and global instant coffee markets.
The launching of Nuticafé - Nutifood's new fresh iced coffee product
Nutifood has officially debuted its new fresh iced coffee product - Nuticafé. This is the first time Nutifood has developed a product with the main non-dairy ingredient.
In preparation for the new sector, Nutifood invested in Phuoc An coffee farm in May 2017. Besides, Nutifood has made huge investments in R&D and technology to produce a product that can offer “a creamy and flavorful cup of Vietnamese iced coffee".
Nutifood started the promotional activities in March 2018 on the mass media and by becoming the main sponsor of the national cup V-League 2018.
"In recent years, Nutifood has expanded into the coffee sector, beginning with investment in the Phuoc An coffee farm, which covers a 1,000-hectare coffee plantation,” said Tran Thanh Hai, Chairman of Nutifood at the launching ceremony.
“Nuticafé is the first product Nutifood intended to develop into an industrial one. Nutifood hoped that this product will be a drink strongly introduced to the global market aiming to improve the value of Vietnamese coffee beans and honoring the geographical origin of Vietnamese coffee," he added.
Nutifood's Chairman Tran Thanh Hai (left) introduced Nuticafé to guests
Nuticafé, produced with coffee-freezing technology Ice Flash, will be made at a Binh Duong-based plant, which specializes in manufacturing the company’s dairy products. The production capacity will grow subject to consumer demand.
The domestic coffee market in Vietnam remains fierce with strong competition coming from both international and domestic players. However, Nutifood still believed it will quickly dominate the domestic and foreign instant coffee markets thanks to its new high-end instant coffee product and positive feedback from consumers.
At the launching ceremony, NutiFood signed cooperation agreements with the Vietnam Cuisine Culture Association (VCCA) and the International Vovinam Federation to popularize Vietnamese food and drinks, including instant coffee.
"Under the agreement, NutiFood's Nuticafé will be one of the priority products used in trade promotion activities to introduce Vietnamese cuisine and culture to the world. Hopefully, in addition to Pho and other unique dishes, Nuticafé will become the most favorite and well-known drink to many international customer friends,” said Le Tan, General Secretary of VCCA.
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