The new strategy not only affirms Acecook Vietnam's pioneering position in the instant food industry, but also demonstrates the company's deep commitment to creating positive values, improving the quality of life and moving towards a happy future for consumers, employees and the whole society.
New Vision - Innovate to Lead
In this strategy, Acecook Vietnam aims to become a "sustainable, world-class comprehensive food supplier". In which, "providing comprehensive food" not only means expanding the product portfolio, but also building a comprehensive culinary ecosystem, based on 3 core advantages: More than 30 years of Japanese noodle production technology know-how, leading position in the instant noodle market with the Hao Hao brand and a wide distribution network of nearly 160,000 points of sale nationwide.
Marketing Director of Acecook Vietnam - Mr. Shimamura Masafumi announced the company's product innovation strategy
Mr. Kaneda Hiroki - General Director of Acecook Vietnam Company shared: “With that potential, Acecook is confident that it has enough necessary resources to transform strongly. Stemming from the desire to enrich Vietnamese meals, Acecook aims to build a comprehensive culinary ecosystem, fully meeting the increasingly diverse needs and consumer behaviors. In this expansion strategy, Acecook will gradually expand into adjacent product lines such as convenient spices, ready-to-eat foods and snacks that can replace main meals. All products will still maintain the core spirit that has made Acecook famous: rich taste, optimal convenience, safety and reliability, nutrition for health, environmental friendliness, while contributing to solving social problems and improving the quality of life - aiming to promote comprehensive well-being for Vietnamese consumers”.
Chief of Office of Acecook Vietnam General Director - Mr. Horikawa Masashi announced the company's sustainable development orientation.
Strengthening internal strength to reach the world
In the period of 2025-2030, Acecook Vietnam will continue to promote infrastructure investment and improve operational capacity through:
Promotion program to thank customers on the occasion of 30th anniversary
Expanding production scale and upgrading modern factory systems from North to South, meeting international standards ISO 22000, HACCP, BRCGS, IFS.
Actively promote digital transformation, automation application and supply chain optimization.
Environmentally friendly factory design, meeting green development criteria.
Along with that, the company has implemented a new set of values with 6 core spirits: Innovation - Excellence - Cooperation - Integrity - Autonomy - Responsibility, to build a sustainable corporate culture, restore creativity, and accompany the development of each individual.
Product innovation for consumers
Taking consumers as the center, Acecook Vietnam has promoted innovation through three main product development axes:
First, enhance nutritional, convenience and emotional value
Acecook is focusing on researching domestic and foreign consumption trends, listening to the market, and deeply understanding the real needs of customers, especially the young generation, new generations of families and those who care about health and green lifestyles, to develop products that are convenient, fast, have higher nutritional content, and are suitable for a variety of dining contexts.
Consumers experience the duo Kanli Soup Balls and Fried Rice Seasoning
Several products have been successfully developed in this direction, including:
Supplement essential nutrients such as calcium in Hao Hao (333mg Calcium, providing 1/3 of daily Calcium needs, determined for adolescents and adults with recommended calcium needs of 1000 mg/day according to Circular 43/2014/TT-BYT), vitamin B12 in Phu Huong Vermicelli, using real meat and real vegetables in pho and instant noodles.
Optimize user experience with easy-to-open "YEMO" packaging, diverse designs suitable for gift, travel, and gift needs.
Launching product lines suitable for modern lifestyles such as Kanli instant soup, Rang Rang fried rice seasoning, fried noodles, and premium instant pho.
To ensure fast, accurate and comprehensive test results, Acecook Vietnam has invested in building a modern laboratory that meets ISO 17025 standards.
Second, applying Japanese technology - creativity beyond expectations
Developing unique production technology - "melting cheese sauce" for Siukay Chicken product which is very popular with consumers and makes the product become a "hot trend" in spicy noodle product lines.
In the near future, in August 2025, Acecook will also launch the "DALAGO" product line - using "vegetable noodles" made from Da Lat vegetables, making the product delicious, convenient, safe, healthy and good for health.
The project of the new product research and development center with modern equipment of Acecook is expected to be completed in 2026. Accordingly, this center will focus on researching new technologies such as: New technology for instant noodles (salt reduction, sugar reduction, fat reduction, FD technology, new packaging, ...); Basic research (healthy ingredients, plant-based foods, taste and smell analysis and research); Developing new product categories beyond instant noodles such as spices (satirical sauce, chili sauce), snacks with new shapes, prepackaged foods, convenient spices, ... This is a group of foods that are tastier, more convenient and more nutritious.
Third, preserving identity - leading global culinary trends
Acecook continues to innovate familiar dishes in a more modern form, suitable for international tastes. For example, the product "Pho De Nhat" cooperates with "Pho Khoi Hoi" restaurant - Michelin Guide representative in Hanoi, recreating the flavor of crispy beef brisket pho - allowing users to enjoy local specialties wherever they are.
Solar battery system installed at Acecook Vietnam's HCM factory
Conquer the global market with Vietnamese values
With the orientation of reaching the world, the enterprise's aspiration does not stop at 40.7% market share and 3.3 billion product packages sold in the domestic market in 2024 with a growth rate of 7% compared to the previous year, but also reaches out globally to bring Acecook products closer to international consumers. Currently, Acecook products have been exported to more than 40 countries, with sales in 2024 reaching more than 239 million packages, an increase of 23% compared to 2023. In the coming time, the enterprise will focus on exploiting key markets such as North America, Europe and Asia through cooperation with large-scale distributors and developing products with designs and flavors suitable for local consumers' tastes. With the focus on the international brand Hao Hao, satellite products approach the right consumer tastes, such as Ippin cup noodles, Hello pho with pure Asian flavors; Siukay follows the trend of Korean spicy noodles. In addition, the company focuses on strengthening the production system to meet the sustainable trends of users in advanced countries. Some typical efforts include products certified gluten-free, using RSPO-certified palm oil, and products labeled Halal specifically for vegetarian needs in many Muslim countries.
Committed to a sustainable future
“Innovation is not only for growth, but also to create long-term happiness for people and society.” - General Director of Acecook Vietnam Company, Mr. Kaneda Hiroki emphasized.
With that orientation, Acecook is investing heavily and comprehensively in the green transformation process. Currently, 54% of Acecook's factories have used biomass fuel; the goal is to increase this rate to 80% by 2030. In addition, the company is also actively improving products to minimize environmental impact, with 90% of the current packaging for cup noodles, bowls, and trays having switched to using environmentally friendly paper packaging.
Through the “Cook Happiness Through Innovation” strategy, the company affirms its commitment to contributing to building a sustainable, modern and globally competitive Vietnamese food industry, while bringing consumers better products every day - in terms of quality, emotion and responsibility to the environment and society.
Source: https://phunuvietnam.vn/acecook-viet-nam-cong-bo-chien-luoc-phat-trien-moi-20250704101142049.htm
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