Birdy Black Zero Coffee wins 2023 BASES Top Breakthrough Innovations Awards in Thailand awarded by Nielsen

                  Birdy®, one of flagship products under Ajinomoto Co., (Thailand) Ltd., reinforces itself as the top market leader of RTD canned coffee in Thailand guaranteed by “2023 BASES Top Breakthrough Innovations Awards in Thailand” with Birdy® Black Zero, delivering quality product contributing to well-being for Thai society.

              2023 BASES Top Breakthrough Innovations Awards has been conducted by Nielsen's global consumer business Bases with the purpose of recognizing the brand as the best innovations that addressed key consumer needs and delivered stand-out experiences. There are various angles and parameters of criteria for this award composing of Year 1 sales data along with sustained growth based on Year 2 sales, incrementality as impact of launch on parent brand sales, and category distinction as the proposition distinctive to the category, and Birdy® Black Zero is qualified being within all these scopes.

              Birdy®, as the pioneer of RTD canned coffee market of the country since 1993, has been striving for the product improvement to meet consumers’ need both in term of quality and taste together with creating better health of consumers by developing products under “healthy concept” which Birdy® Black Zero is one of the most successful products that can emphasize our pioneer position in the market, not just numeric but also consumer’s attitude toward product itself. Birdy® Black Zero is the first Black canned coffee with no sugar which was innovated with an aim to capture the growing demand while catering to evolving consumer needs around health and taste preferences, since nowadays consumers are increasingly concerned about product quality and their health, which has resulted in a shift in consumer preferences toward lesser sugar and less sweetness than previously. Currently, the total market value of RTD coffee in Thailand worth at around 13,000 million Baht and the black RTD coffee market has grew up at around 25% compared to last year.

              Ms. Pimsorn Lert-Utsahakul, Coffee Business Department Manager of Ajinomoto Co., (Thailand) Ltd., stated that “Birdy® is a brand that tries to always understand Thais and provides consumers the best value in terms of health and environment aiming to be the No.1 RTD coffee and leader of the healthy coffee in Thai market. This is the mission and basic product properties that we try to deliver to consumers. Thus, consumer’s satisfaction is our success.”

              For more than 30 years that Birdy® has been supporting Thais and hold customers’mind as the number one position since then, we put an effort into promoting the sustainable productivity of Thai coffee farmers from planting until they become quality coffee beans This reflects Ajinomoto’s intention to lift up the quality of life for Thai farmers while also providing consumers with high-quality goods in accordance with the mission and vision of solving issues in food and health of the society and leading in creation of Well-Being to Thai society.