Vietnam's Acecook company announces fresh business strategy plan
In a significant move, Acecook Vietnam, a leading player in the instant noodle sector with the flagship brand Hao Hao, has announced a new strategy aimed at transforming the company into a comprehensive and sustainable food provider with global reach. The strategy, titled "Cook Happiness Through Innovation - Elevating Happiness through Innovation," was unveiled in July 2025.
The strategy emphasizes Acecook's commitment to not only maintaining its leadership in the instant noodle industry but also creating positive value, improving quality of life, and contributing to a happy future for consumers, employees, and society.
Key elements of this strategy include expanding beyond instant noodles to become a sustainable total food solution provider. This means offering a wider variety of food products rather than focusing solely on noodles. Acecook plans to achieve this by leveraging its over 30 years of Japanese noodle production technology expertise and its strong market-leading position in instant noodles.
Another significant aspect of the strategy is the building of a comprehensive culinary ecosystem. This is based on three core advantages: Acecook's Japanese noodle production technology expertise, its market-leading position in instant noodles, and its broad and effective distribution network with nearly 160,000 sales points across Vietnam.
While the specific new products have not been detailed publicly, the strategy clearly aims to diversify Acecook's product portfolio to cover total food solutions sustainably and to innovate continuously.
In addition to product development, Acecook Vietnam also plans to engage in social initiatives such as expanding social impact programs focused on children's welfare, which align with their broader sustainability and social responsibility commitments.
Acecook's General Director, Kaneda Hiroki, expressed confidence in the company's readiness for transformation. He stated, "We are excited about this new chapter in Acecook's journey. Our commitment to innovation, sustainability, and social responsibility remains unwavering as we strive to become a sustainable total food solution provider with global reach."
The new strategy also involves heavy investment in green transformation, with a goal to have 80% of Acecook's factories using biomass fuel by 2030. The company has already made significant strides in this area, with 90% of its cup, bowl, and tray noodle packaging now made from eco-friendly paper.
The heart of Acecook's operations continues to be the consumer. The company places consumers at the heart of its operations, accelerating innovation across three product development pillars. This consumer-centric approach is evident in successful products such as Hao Hao with added calcium, Mien Phu Houng fortified with vitamin B12, easy-to-open "YEMO" packaging, and new product lines catering to modern lifestyles.
Acecook's new research and development (R&D) centre, equipped with cutting-edge facilities, is expected to be completed in 2026. The new R&D centre will focus on pioneering research into advanced food technologies and new product categories beyond instant noodles.
In conclusion, Acecook Vietnam's new strategy to become a sustainable total food solution provider with global reach involves leveraging its longstanding expertise and market position to innovate and expand its product offerings, build an integrated food ecosystem, and enhance social and environmental contributions through strategic programs. This strategic move positions Acecook well for future growth and success in the global food industry.
[1] Acecook Vietnam Press Release, July 2025. [2] Acecook Vietnam Annual Report 2024. [5] Acecook Vietnam Corporate Social Responsibility Report 2024.
- Beyond instant noodles, Acecook Vietnam's strategy involves diversifying its product portfolio to include health-and-wellness products, as shown by the successful launch of Hao Hao with added calcium and Mien Phu Houng fortified with vitamin B12.
- To achieve its goal of becoming a comprehensive food provider, Acecook is planning to invest heavily in research and development to explore advanced food technologies and new product categories, such as those focusing on food-and-drink solutions for modern lifestyles.
- In line with its commitment to sustainability and social responsibility, Acecook is also engaging in business initiatives that go beyond finance, such as expanding social impact programs focused on children's welfare and investing in green transformation to reduce the environmental impact of its factories.
