Indofood CBP and Asahi Group Launches its First Green Tea Product
22/01/2014
PT Indofood CBP Sukses Makmur Tbk ("ICBP") and Asahi Group Holdings Southeast Asia Pte. Ltd. ("Asahi"), through its joint venture ("JV") company PT Indofood Asahi Sukses Beverage ("IASB"), launches its first Ready-to-Drink ("RTD") Green Tea product with the brand ICHI OCHA in December 2013. This product will be available in 350 ml and 500 ml PET bottles.
ICHI OCHA Green Tea is manufactured to comply with international food safety standards. This product has granted Halal certification by Indonesian Council of Ulamas.
Anastasia Sutadji, Director of IASB said, "Non-alcoholic Beverage market in Indonesia has reached IDR40 trillion in 2012 (US$4 billion) and is expected to grow rapidly. This market is very promising market."
Ready to drink tea beverage market is the second largest business after bottled water category within non-alcoholic beverage market in Indonesia. The market is growing and expanding rapidly due to the increasing health consciousness of Indonesian people.
ICHI OCHA Ready to Drink Green Tea is the first product of IASB. Through this product, IASB aims to build presence in RTD beverage market in Indonesia. This product is produced from the best tea leaves using Japanese technology "one time brewing process" in which all tea leaves are used only once. As a result, every drop of ICHI OCHA is richer in green tea taste, antioxidant, and polyphenol from green tea that are good for our health.
ICHI OCHA taste is developed based on Indonesian consumer preference of green tea. It is proven through series of consumer research that Indonesian consumers like ICHI OCHA product taste.
ICHI OCHA is designed with a green-coloured packaging to highlight freshness feel of green tea. The red stamp shown on the pack, "Ichiban", in Japanese hiragana character, gives authentication that ICHI OCHA is produced to meet Japan's high quality product.
IASB begins to distribute ICHI OCHA throughout Indonesia on 8 December 2013, especially in the large retail chains. The company plans to launch an aggressive marketing campaign featuring advertisements on TV, magazines, newspapers and the distribution of samples to increase Indonesian consumer's awareness of ICHI OCHA brand and encourage consumers to try the new product.
IASB will continue to offer exciting products with high-added-value to continuously build health conscious society and to fulfill diverse preference from Indonesian market.
As published before, ICBP and IASB has formed 2 (two) JV companies to manufacture and market non-alcoholic beverages in Indonesia. The JV companies are IASB and PT Asahi Indofood Beverage Makmur ("AIBM"). ICBP is the majority shareholder with a share of 51% in IASB that engages in marketing and distributing of the products while the rest is owned by Asahi. As for AIBM that engages in manufacturing, Asahi will have a majority stake of 51%, while the rest is held by ICBP.
ICHI OCHA Green Tea is manufactured to comply with international food safety standards. This product has granted Halal certification by Indonesian Council of Ulamas.
Anastasia Sutadji, Director of IASB said, "Non-alcoholic Beverage market in Indonesia has reached IDR40 trillion in 2012 (US$4 billion) and is expected to grow rapidly. This market is very promising market."
Ready to drink tea beverage market is the second largest business after bottled water category within non-alcoholic beverage market in Indonesia. The market is growing and expanding rapidly due to the increasing health consciousness of Indonesian people.
ICHI OCHA Ready to Drink Green Tea is the first product of IASB. Through this product, IASB aims to build presence in RTD beverage market in Indonesia. This product is produced from the best tea leaves using Japanese technology "one time brewing process" in which all tea leaves are used only once. As a result, every drop of ICHI OCHA is richer in green tea taste, antioxidant, and polyphenol from green tea that are good for our health.
ICHI OCHA taste is developed based on Indonesian consumer preference of green tea. It is proven through series of consumer research that Indonesian consumers like ICHI OCHA product taste.
ICHI OCHA is designed with a green-coloured packaging to highlight freshness feel of green tea. The red stamp shown on the pack, "Ichiban", in Japanese hiragana character, gives authentication that ICHI OCHA is produced to meet Japan's high quality product.
IASB begins to distribute ICHI OCHA throughout Indonesia on 8 December 2013, especially in the large retail chains. The company plans to launch an aggressive marketing campaign featuring advertisements on TV, magazines, newspapers and the distribution of samples to increase Indonesian consumer's awareness of ICHI OCHA brand and encourage consumers to try the new product.
IASB will continue to offer exciting products with high-added-value to continuously build health conscious society and to fulfill diverse preference from Indonesian market.
As published before, ICBP and IASB has formed 2 (two) JV companies to manufacture and market non-alcoholic beverages in Indonesia. The JV companies are IASB and PT Asahi Indofood Beverage Makmur ("AIBM"). ICBP is the majority shareholder with a share of 51% in IASB that engages in marketing and distributing of the products while the rest is owned by Asahi. As for AIBM that engages in manufacturing, Asahi will have a majority stake of 51%, while the rest is held by ICBP.