Ajinomoto Elevates “RosDee®” as the Go-To Flavor for a New Generation
Expanding Eat Well, Live Well to Laos Homes

• Driving Sustainable Deliciousness through Three Core Strategies: Joy in Cooking – Environmental Sustainability – Bringing ‘Eat Well, Live Well’ to Our Neighbors, Targeting a new-generation of home cooks, entrepreneurs, and Laos consumers
• “RosDee®” Roll out Introduces Three Bold New Variants: RosDee® Mild Pork Flavor Seasoning Powder, RosDee® Noodle Soup Liquid Naam Sai, and RosDee® Pork Intense Flavor
  
  

Bangkok – 27 May 2025 - Ajinomoto Co., (Thailand) Ltd. is accelerating its efforts to become a leader in the food industry by positioning its “RosDee®” brand as a modern culinary solution. Centered on the concept “Eat Well, Live Well,” the brand is targeting a new generation of consumers and entrepreneurs, actively expanding its reach into the Laos market. Under three strategic pillars – Joy in Cooking – Environmental Sustainability – and Bringing ‘Eat Well, Live Well’ to Our Neighbors – the brand has introduced three bold new variants: “RosDee® Mild Pork Flavor Seasoning Powder,” “RosDee® Noodle Soup Liquid Naam Sai,” and “RosDee® Pork Intense Flavor.” These new additions underscore RosDee®’s commitment to enhancing culinary experiences, solidifying market leadership in seasoning powders, and capturing consumer loyalty from Thai kitchens throughout ASEAN.

Mr. Tatsuya Ueyama, Household Business Division Manager, Ajinomoto Co., (Thailand) Ltd., said,“In today’s world, consumers increasingly prioritize health, convenience, and sustainability. A great seasoning must do more than simply enhance flavor, it should enrich everyday life. As RosDee® has proudly been Thailand’s number one seasoning powder brand for over 40 years, we continue to innovate by closely listening to the insights of food lovers to bring ‘Eat Well, Live Well’ to life. By leveraging AminoScience, our area of expertise, we aim to deliver products that enhance taste, support healthy nutrition, and promote environmental sustainability – bringing rich umami flavor to Thai kitchens and winning the hearts of consumers.”

 “This year, we are reinforcing our market leadership through three strategic product innovations and launches: 1) Creating Joy in Cooking While Catering to Consumer Needs: Introducing ‘RosDee® Mild Pork Flavor Seasoning Powder,’ a pork seasoning tailored to the preferences of the new generation to enjoy cooking in their own way. With 15% less salt than the original formula, it maintains its signature rich aroma and well-balanced taste; 2) Promoting Environmental Sustainability: We are pleased to present ‘RosDee® Noodle Soup Liquid Naam Sai,’ an eco-friendly solution designed specifically for businesses and restaurants. This innovative product utilizes ‘whole-head mashed cabbage’ to reduce ingredient waste, while supporting a more sustainable culinary future; 3) Bringing ‘Eat Well, Live Well’ to Our Neighbors: We are launching ‘RosDee® Pork Intense Flavor’ in Laos, aiming to lead Laos’ seasoning market. Designed to meet evolving culinary preferences, RosDee® is enhancing kitchens with health-conscious nutrition, rich flavors, and lifestyle adaptability, driving long-term innovation in diverse food cultures, and promoting a future of ‘Eat Well, Live Well,’ experiences.”

Joy in Cooking: “RosDee® Mild Pork Flavor Seasoning Powder” Inspires a New Generation of Home Cooks

According to recent findings from SPRINT Research, consumers aged 20-35 prefer milder, less salty flavors complemented by aromatic spices. Responding to this trend, RosDee® has introduced its innovative “RosDee® Mild Pork Flavor Seasoning Powder,” a new pork seasoning with 15% less salt than the original formula, while preserving the rich taste and flavor of real pork, garlic, and pepper. Designed specifically for young cooks at home, this product offers versatile flavoring for easy and enjoyable meal preparation. By embracing the concept of “Joyful Moments of Cooking,” RosDee® is engaging younger audiences through a mix of online influencer collaborations and offline activities to promote deeper brand connection and community interaction.

Environmental Sustainability: “RosDee® Noodle Soup Liquid Naam Sai,” an innovation that combines delicious taste with environmental responsibility 

RosDee® has introduced “RosDee® Noodle Soup Liquid Naam Sai,” featuring a rich pork bone broth simmered with radish and “whole-head mashed cabbage.” Enhanced by Ajinomoto’s proprietary technology, the broth delivers a mellow, well-balanced sweetness. This process optimizes cabbage use by incorporating outer leaves and cores, reducing raw material waste by up to 67%. The slow-simmered pork bone base ensures deep, full-bodied flavor, offering a convenient yet authentic solution for noodle shops and food entrepreneurs seeking efficiency without compromising taste.

Bringing ‘Eat Well, Live Well’ to Our Neighbors: “RosDee® Pork Intense Flavor” Crafted Specially for Laos Cuisine

Following five years of steady growth in Laos, with an average annual sales increase of 9%, RosDee® has developed “RosDee® Pork Intense Flavor” to meet the specific preferences of Laos consumers. With double the pork aroma and a carefully balanced spice blend, it is ideal for soups and stir-fries, particularly suited to the preferences of Laos homemakers aged 27-45 who seek bold flavors without the need for trial and error. Research from Cultural Atlas highlights that Laos families typically live in large households, cook in big portions, and value seasonings that are flavorful, versatile, and convenient for all ages. In response, RosDee® Pork Intense Flavor strengthens the brand’s foothold in the Laos market. Officially launched on May 17, the campaign included cooking demonstrations, tastings, and a lucky-draw campaign worth over 700 million Lao Kips, supported by a full-scale offline and online communication strategy.


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For media inquiries and information, please contact:  

Ajinomoto Co., (Thailand) Ltd.

Pensinee Tel. 08-1149-4583 / Pawinee Tel. 08-1146-7039

ABM Connect: Tel. 0-2252-9871 

Janya (Ghay) Tel. 08-1995-9945