Aims to drive the business of "YumYum" for sustainable growth expand its consumer base
Create an experience of "I want to eat YumYum again"
Wan Thai Foods Industry Co., Ltd., the leading instant noodles manufacturer in Thailand under the brand "YumYum", has established for long-standing growth alongside Thai society. On the occasion of the 50th anniversary in 2021, with big goals to drive the organization to sustainable growth, expand the consumer base who wants to take care of more health to create an experience "I want to eat YumYum again"
On the occasion of the 50th anniversary, Mr. Yuji Mizuta, President, has announced a new vision and mission which is in line with the main mission of the Ajinomoto Group to drive organizations and businesses to the changing world in the future. "Our vision is to be a company committed to improving people's quality of life and building a sustainable society around the world and has a mission to deliver delicious and healthy ready-to-eat meals, meet the needs of consumers, and have increased nutritional value with modern technology and innovations to create experiences "I want to eat YumYum again"
In the past, we have been improving the taste and packaging of the YumYum brand, both in pack type and cups, to satisfy consumers and drive sales over time. We had a major "brand refresh" in a decade in 2014 by adjusting the logo and the new bigger package with the concept of delivering happiness that comes from deliciousness by adding a smile to the logo. To convey the determination of YumYum in delivering happiness from deliciousness to consumers, and in 2019, there has been a new image for the brand once again to become a distinctive brand. The logo has been adjusted to add a round shape which represents YumYum's determination to challenge for the best and deliciousness. Another strategy that we use to create trends is to draw well-known artists-actors as presenters, such as Pu-Praya Suandokmai Lundberg, Ter-Chantavit Dhanasevi, Golf- Fukking Hero, and the Artist Three Man Down.
"Amid the changes in consumer behavior nowadays that are constantly adapting to various factors, both economically and socially, people have to live in a hurry. In addition to instant noodles that are one of the home-cooked meals, they also turn to rely on a variety of consumer choices and more convenient and faster services such as food delivery services. You can order food from your favorite restaurant through the app to be delivered directly to your doorstep or office within minutes including consuming food that is sold in "Convenience stores" whether frozen food and ready-to-eat food with a variety of styles to choose from. Therefore, the company has to adjust and adjust its strategy to expand distribution channels all the time to cope with the high competition in the instant noodle market. To maintain the customer base and create business growth to meet the goals set for example online ordering at the website www.ajinomoto.com, e-commerce platform, Shopee, Lazada, LINE application @iloveyumyum, and I Love YumYum Facebook page," said Mr.Yuji Mizuta
Mr.Yuji Mizuta also added that "From the outbreak of COVID-19 since the last quarter of 2019 until the present, we are also confident that the instant noodles market in Thailand still has good growth prospects amid the crisis. Due to the impact of people, there is a need for cheap product for consumption. From such trends in production The Company continues to prepare and accelerate production capacity to meet the needs of consumers both in the domestic market and the international market that still has surveillance, people still have to stay at home to stop the spread of food business. The service is still not fully open, people have to buy dry food to stock up, as well as other factors mentioned above"
In addition to doing business, the company also has social sharing and assistance programs, especially during the crisis since 2020 when Thailand is facing COVID-19 until now whether it's the "YumYum, Sending Smiles" campaign, which invites employees and the public to post photos of smiles to send encouragement and enjoyment to those affected by the Covid-19 crisis. Through social media (Social Media), every smile that participates in the event will be worth 20 baht. The company has donated money from activities and products, YumYum, worth a total of 200,000 baht to the Mirror Foundation and Suan Kaew Foundation. And this year, the company's 50th Anniversary, we have delivered products "YumYum", with YumYum Sood Ded, a delicious recipe of Seafood Pad Cha, including YumYum Jumbo products and YumYum Cup for the organization, charitable foundations, hospitals, medical personnel, and people who have been waiting for services at vaccination points across the country since June 7 and will continue to deliver encouragement and assistance, worth more than 5 million baht.
As for personnel The Company, as a manufacturer of instant noodles, has given importance to safety since the COVID-19 crisis until now The company has introduced more stringent security check measures through screening of internal and external personnel entering the company's premises with temperature measurement. Ask about the risk history and check the wearing of masks ready to install disinfection equipment at various points including daily cleaning and disinfection. In addition, the company has campaigned for internal personnel to be informed about the situation of COVID-19 daily, has a policy for personnel to work from home, reduces all risks to the morale of personnel to get through this crisis together.
"YumYum" has 4 forms of products that are currently available for sale:
- "YumYum, Sood-Ded ", which targets the premium mass group
- "YumYum Jumbo" Instant Noodles Pack Type
- "YumYum Cup" Instant Noodles Cup Type
- "YumYum Chang Noi", Thailand's first instant noodles for children
with 75% domestic sales and 25% overseas, with the domestic market, instant noodles in pack type accounted for 82% of sales, 5% in Cups, and 13% of YumYum Chang Noi, Mr.Yuji Mizuta concluded.
About Wan Thai Foods Industry Co., Ltd.
Established in 1971 and has joined the capital with the group of companies Ajinomoto since 1972 with products that have won the hearts of Thai consumers and people in more than 60 countries around the world, especially in Europe which has had the highest growth rate for a long time. The manufacturer of instant noodles "YumYum" and is the first instant noodles in Thailand. It started production for the first time in 1971.
YumYum is a strong brand with continuous product development to deliver deliciousness with quality to create maximum satisfaction for customers, differentiate by using real ingredients as the main ingredient to get instant noodles with delicious soup, fragrant, intense, like the real menu for consumers, and it is also a product that has been certified with 8 quality certifications from institutions that have been accepted from around the world. In addition to the domestic market, YumYum has also exported its products to foreign markets in more than 60 countries around the world. The whole continent of Europe Asia and Australia, New Zealand, where sales are growing steadily. And it has been well received by foreigners in terms of taste and quality of products especially in bag type which volume share is number 1 in Germany.
Source: All About PR Thailand Co., Ltd