VIETNAM – Vinamilk launches a new range of instant coffee products

VIETNAM – Vinamilk launches a new range of instant coffee products

MILAN- Vietnam Dairy Products Joint -Stock Co. (Vinamilk) – the leading Vietnamese producer of milk, yoghurt, ice cream and cheese has just introduced a new instant coffee range including instant coffee 3-in-1, sugary instant black coffee 2-in-1 and instant milk coffee.

The company has invested almost US$20 million to build a six-hectare facility in My Phuoc Industrial Park in Binh Duong Province, designed to supply 1,500 tons of instant coffee products per year. The factory buys coffee bean from the Central Highlands, the country’s coffee growing center.

Vinamilk has launched last year a US$2 million campaign to further promote and reposition its coffee brands in Vietnam. To this aim, the company has also signed a two-year deal with England’s Premier League football club Arsenal that allows Vinamilk to use Arsenal’s logo and pictures of the footballers during promotional activities for its coffee products.

According to market analysts, ground coffee currently holds two-thirds of the Vietnamese market, and instant coffee the rest. This market, with a population of 86 million, now consumes about 70,000 tons of coffee a year. Vina Café, Trung Nguyen and Nescafé are among the leading instant coffee suppliers in the country.