India: Ajinomoto enters powdered drinks market

International seasoning and food firm Ajinomoto has revealed plans to enter India’s instant drinks market with the launch of powdered tea and coffee products.

Under the plans, the company will begin selling its Blendy brand outside Japan for the first time after acquiring the trademark rights for Blendy in November 2016.

The launch will be carried out through Ajinomoto’s affiliate Ajinomoto India Private and will see Blendy 3 in 1 powdered drinks reach shelves from mid August in coffee and masala chai varieties.

“Ajinomoto Co. has positioned the powdered drinks business as a future growth driver of its International Food Products business, and this rollout will expand the business to its eighth country, following Thailand, Vietnam and others”, Ajinomoto stated. The firm’s new move into India is described as being part of a plan to expand the Blendy powdered drinks business internationally through “the technological and marketing capabilities that are the strengths of the Ajinomoto Group”.

The new “highly aromatic” Blendy coffee and tea will be retailed in 15-16g sachets with a price of 10 INR ($0.16).

Source: Ajinomoto