Tokyo-based Ajinomoto Co is reorganising its industrial and consumer food products business in Europe. The move is designed to strengthen sales in the consumer foods segment, by integrating operations under Paris-based Ajinomoto Foods Europe.
In July, AFE will absorb Ajinomoto Consumer Products Europe, which currently oversees the European consumer business. The company also will establish a branch office in London to strengthen sales in the UK, the largest Chinese cuisine market in Europe, and a new product-development department for local products.
In September Ajinomoto Poland will become a subsidiary of AFE to serve as the base for the consumer business in Eastern Europe and the supply of powdered seasonings and instant noodle products in Western Europe.
With the reorganisation, AFE’s focus will expand from industrial businesses to also include consumer foods segments. More flexible decision-making and greater operational efficiency will enable the company to tailor sales to local needs. In particular, AFE will concentrate on Chinese, Japanese and other ethnic Asian restaurants in Europe, which have been expanding due to consumers’ widening taste preferences and rising health consciousness.