Acecook Vietnam, the country’s leading instant noodle producer, has unveiled its new development strategy in July with the theme ‘Cook Happiness Through Innovation’ marking a strategic step towards expansion and sustainable growth as it celebrates its 30th anniversary.
Acecook aims to become a sustainable total food solution provider with global reach. This approach goes beyond simply expanding its product portfolio to building a comprehensive culinary ecosystem.
Acecook strengths lies in its over 30 years of Japanese noodle production expertise, its leading market position in the instant noodle sector with the flagship brand Hao Hao, and its nationwide distribution network spanning nearly 160,000 retail outlets.
Kaneda Hiroki, General Director of Acecook Vietnam said, “Driven by the aspiration to enrich Vietnamese meals, Acecook is committed to building a comprehensive food ecosystem that meets the increasingly diverse needs and behaviours of consumers.”
As part of this strategy, Acecook will gradually move into adjacent categories which include convenient seasonings, RTE meals and snack products that can be substituted for main meals.
Currently, Acecook holds 40.7% share of Vietnam’s instant noodle market share, with 3.3 billion units sold in 2024, a 7 per cent increase year-on-year. Its products have also been exported to more than 40 countries.
Looking ahead, Acecook plans to deepen its presence in key markets such as North America, Europe, and Asia by partnering with major distributors and developing products tailored to local tastes and preferences.
Acecook is also investing heavily in sustainability and green transformation. Over 90% of its cup, bowl, and tray noodle packaging are now made from eco-friendly paper.
From 2025 to 2030, Acecook will continue to invest in infrastructure and enhance its operational capabilities by expanding production capacity, upgrading its state-of-the-art facilities nationwide, driving digital transformation, adopting automation, optimising its supply chain, and designing environmentally friendly plants in line with green development standards.
Acecook has also accelerated innovation across 3 product development pillars namely enhanced nutritional value, convenience and emotional experience, and leveraging Japanese technology while preserving cultural identity. Some successful products developed under this direction include Hao Hao with added calcium, Mien Phu Houng fortified with vitamin B12, and easy-to-open “YEMO” packaging catering to modern consumers. In August, Acecook will launch a new product line called “DALAGO” featuring vegetable-fortified noodles made from Dalat-grown vegetables, offering delicious, convenient, safe, and healthy meals.
The company’s new state-of-the-art research and development (R&D) centre is also expected to be completed in 2026.
