Birdy, Thailand’s No. 1 canned coffee brand under Ajinomoto, in line with its ‘Eat Well, Live Well’ concept to promote the well-being lifestyle of Thai consumers, has recently launched ‘Birdy Espresso Zero’ – a new milk coffee with no added sugar that delivers a smooth and perfectly balanced mild sweetness for health-conscious coffee lovers.
Panida Nuengraksa, Household Business Division Manager of Ajinomoto Co., (Thailand) Ltd. said, “Birdy® is Thailand’s number one canned coffee brand. Currently, we are leading the health RTD coffee segment. In response to the growing health trend among new-generation consumers and to encourage people to adapt to the ‘Eat Well, Live Well’ lifestyle, Birdy® is continuously innovating and offering a healthier choice in Thailand’s ready-to-drink coffee market. We aim to enhance product taste and quality while supporting healthy nutrition. The launch of Birdy Espresso Zero will strengthen Birdy’s health segment, reinforcing our strong No. 1 position with a more attractive product for new-generation consumers and coffee enthusiasts alike.”
Birdy Espresso Zero, currently in 180ml can packaging, has a recommended selling price of Bt 17 (US$0.53). It is naturally sweet and has a silky smooth texture, made from real coffee beans and milk that provides natural sweetness, with no added sugar. Right to the heart – 0% added sugar, perfect for health-conscious coffee lovers who enjoy the taste of milk coffee without the guilt. It offers a rich aroma and perfectly balanced flavor, combining taste and nutrition in one satisfying, guilt-free experience.
The brand has also introduced popular actor ‘Alek Teeradetch’ as its new presenter to engage young coffee lovers. In November, the launch is supported by a fully integrated Online to Offline (O2O) marketing campaign with a series of interactive games and events in central Bangkok – inviting everyone to sample the new product by bringing any green item in order to redeem a free Birdy Espresso Zero.
Thailand’s coffee market is valued at Bt 15.84 billion (US$490 million), with the RTD coffee segment growing by 107%. Within the RTD market, the main segment is Robusta, known for its strong and bold flavor, followed by Espresso, a smooth and aromatic milk coffee with a well-balanced taste. Together, these 2 segments make up the most of the total market volume.
Across the Asia Pacific region, the coffee market is evolving as consumers are becoming more health-conscious. New product launches are tapping into health-driven trends, particularly with low, no, or reduced sugar options suited for calorie-conscious consumers, making these products more appealing and functional. The health RTD coffee segment1 (< 40 kcal/200ml) grew by 138%, reflecting rising consumer demand for healthier choices.
Ajinomoto launched hybrid coffee using Solein®
In a separate development, Japan’s Ajinomoto Group has also recently launched a limited-edition new coffee product using Solein® under its conscious brand Atlr.72®.
Atlr.72 GRe:en Drop Coffee blends regular coffee with beanless coffee using Solein® which brings in a creamy texture. The dairy-free coffee in ice latte format is available in Singapore starting 27 October. Using sustainable ingredients, the product is made from regular coffee blended with beanless coffee produced from broken rice and chickpeas, which reduces the environmental impact of coffee without compromising its deliciousness.
