Introducing the clear black coffee and authentic aroma of Arabica coffee bean 100% with zero sugar and no sweetness
29 March 2021 – “Birdy®”, the top market leader in RTD canned coffee in Thailand, introduces “Birdy® Black Zero”, the clear black coffee taste and authentic aroma from Arabica coffee bean 100% with a concept of “zero sugar and no sweetness”. It has only 10 kilocalories per can and has been certified with the “Healthier Choice Logo” responding to the trend among the new generation of black coffee lovers to drink healthy black coffee and be ready to start each new day nice and fresh.
The company has also recently debuted renowned actor Jes – Jespipat Tilapornpat as presenter to represent the product image and its unique healthy black coffee. Khun Jes is positioned to help capture the new young generation of black coffee lovers seeking authentic coffee aroma and strengthen the number one leading position in Thailand’s market.
Mr. Daisuke Ishii, Unit Manager of Quick Nourishment and Health & Nutrition Business of Ajinomoto Co., (Thailand) Ltd. said, “Currently, the total market value of RTD coffee in Thailand is around 13,000 million baht and the black RTD coffee market has grown around 25% compared to last year. Black coffee has long been one of Thais’ favourite coffee drinks since the new generation of coffee drinkers has become more health conscious, preferring less sugar and sweetness. Birdy® as the pioneer and top leader in RTD coffee in Thailand, has introduced ‘Birdy® Black Zero’ with zero sugar and no sweetness to be a healthy choice for coffee lovers. This reflects our core business principle of ‘Ajinomoto Group Creating Shared Value: ASV’ as a global food company creating ‘Healthy Living Society’.”
Mr. Wonnarate Suckeeluk, Processed Food and Beverage Business Department Manager, Ajinomoto Co., (Thailand) Ltd., commented that, “Birdy® Black Zero with zero sugar and no sweetness is our latest innovative product which has been certified with the ‘Healthier Choice’ logo and I am confident that this new product will become the preferred healthy option for Thai consumers. Birdy® has allocated a budget of around 200 million baht for integrated communication campaigns promoting all Birdy® RTD products. Recently, Birdy® Black Zero launched its new online TVC entitled ‘Real coffee taste & authentic coffee aroma’ with the renowned actor Jes – Jespipat Tilapornpat as presenter representing the product image of clear black coffee taste and authentic aroma from Arabica coffee beans 100 with zero sugar and sweetness as the healthy option for black coffee lovers. Please stay tuned for our new online TVC which will air in April 2021. In addition, we plan various communication activities via digital platforms, out-of-home media, point of sales materials, on ground activities, and special promotions.”
Birdy has pioneered the RTD canned coffee market in Thailand since 1993 and been front-of-mind among customers in the number one position ever since then. “Birdy® Black Zero” with zero sugar and no sweetness is now available in RTD coffee format at 15 baht at 7-ELEVEN, leading convenience stores and supermarkets nationwide.