(Dân trí) – On October 30, Masan Consumer (stock code: MCH) held a business performance information sharing session with investors. During this event, representatives from MCH revealed several outstanding aspects of their product research and development activities, which enable the company to stay ahead of consumer trends.

Superior research and development capabilities

For nearly 30 years, Masan Consumer has continuously developed its research and development (R&D) capabilities to consistently introduce the highest quality products to consumers. The R&D workforce at Masan Consumer is structured in three tiers: the top tier consists of domestic and international experts with over 20 years of experience, responsible for developing new technologies and platforms. The second tier includes management teams with 15 to 20 years of industry experience. The third tier comprises well-trained individuals who have studied abroad.

The Chin-Su product line is favored by the Japanese market.

In addition to its R&D workforce, understanding consumer needs is also a catalyst for MCH’s superiority in the market. “We are Vietnamese, and we deeply understand the tastes of our fellow countrymen. Why are Nam Ngu chili garlic fish sauce products so beloved by housewives? It’s because we know where to source the chili, Ly Son garlic is the best in Vietnam, and we utilize modern technology to perfect our products and satisfy consumers,” stated a representative from Masan Consumer at the event.

Understanding the language of consumers is another factor that Masan Consumer prioritizes in product development. “Our products stem from passion and intelligence, aimed at introducing the best quality products to the market as quickly as possible,” said a representative from Masan Consumer.

Decades of steadfast commitment to researching products for homemakers

Twelve years ago, Masan Consumer launched its sweet and sour Nam Ngư fish sauce but did not achieve the desired results. However, the company did not stop there; it remained steadfast and determined to create products that consumers truly desired.

“Twelve years ago, we were unsuccessful because we did not have the technology to preserve fresh garlic and chili during storage in the market, but today we possess that technology. When you purchase Nam Ngu chili garlic fish sauce and pour it out, you can see it resembles a dipping sauce made by a chef. Such a dipping sauce can be enjoyed with various dishes. This is a story of our perseverance and determination to create products that meet consumer needs,” said a representative from Masan Consumer.

Ms. Le Thi Nga – R&D Director of Masan Consumer

This unwavering journey continues as the company implements it for other products, such as Bupnon Tea 365. Specifically, in 2012, Masan Consumer produced bottled tea but did not achieve the desired success due to a lack of superior technology. Today, thanks to the application of the most advanced technologies and a deep understanding of consumer needs, Bupnon Tea 365 has begun to receive positive feedback and is widely accepted by consumers.

7 World-Class Advanced Technologies in One Product: “Self-Cooking Rice”

Masan Consumer’s newly launched “Self-Cooking Rice” product is integrated with seven world-class advanced technologies.

The Self-Cooking Rice Box integrates 7 modern technologies.

The first technology allows the rice grains to be fully cooked in just 15 minutes with a regular bottle of water, compared to the 30 minutes required for traditional rice.

The second technology enables preservation for up to six months. Masan Consumer has developed this technology over 20 years to ensure that the salmon and beef pieces maintain their delicious flavors throughout the storage process.

The third technology is vacuum freeze-drying, which transforms dry soup cubes into a flavorful broth when water is added.

The fourth technology involves fermenting vegetables. Bon bon, a popular vegetable in Vietnam, has been fermented to accompany rice dishes, creating a flavor that is both Vietnamese and Japanese, providing consumers with a new experience.

The fifth technology helps preserve fried anchovies, maintaining their crispiness for up to six months.

The sixth technology includes teriyaki sauce for pairing with salmon and ponzu sauce for beef stew, preserving their delightful flavors.

The seventh technology is self-heating, functioning like a portable stove that can be taken anywhere. Users simply add water and wait 15 minutes, offering a simple and safe way to heat food.

In the first nine months of 2024, 125 new products generated revenue of 1.518 trillion VND, contributing 7% to MCH’s total revenue and achieving a growth rate of 47% compared to the same period last year.

Customers experience Nam Ngu Chili Garlic Fish Sauce from Ly Son

In addition to new innovations, the premiumization strategy has significantly driven growth in several major categories for Masan Consumer, such as seasonings and convenience foods. Specifically, in the third quarter, revenue from premium products accounted for 16% of fish sauce sales and 52% of convenience food sales, with respective growth rates of 11.4% and 23.8% compared to the same period last year. Thanks to this premiumization strategy, the gross profit margin improved by 20 percentage points compared to the same period in 2023, despite higher raw material costs, while revenue from lower-margin segments like convenience foods and HPC saw substantial increases.