The company penetrated the domestic coffee market in mid-2017 when it announced its investment in Phuoc An Coffee One Member Limited Company, which owns a 1,000-hectare coffee plantation.

NutiFood Chairman Tran Thanh Hai said the coffee product will be made at a Binh Duong-based plant, which specializes in manufacturing the company’s dairy products.

The domestic instant coffee market is witnessing stiff competition between foreign and local brands, Hai said, adding that NutiFood, therefore, chose a separate access point to the market, starting with investment in high-quality materials and then applying technology and research and development solutions to create the new instant coffee product.

Hai expected Nuticafé, which is produced with coffee-freezing technology Ice Flash, to meet customers’ demands for clean and safe coffee products.

Despite being a newcomer, NutiFood has a wide distribution channel, ranging from supermarket chains to convenience stores, according to analysts.

In addition to serving domestic customers, NutiFood hopes to export its coffee products to other countries in the world. Hai said NutiFood not only wants to sell coffee products, but it is also keen to introduce the coffee-drinking culture of the Vietnamese to international customers.

At the launch ceremony, NutiFood signed cooperation agreements with the Vietnam Cuisine Culture Association and the International Vovinam Federation to popularize Vietnamese food and drinks, including instant coffee.

Mai Huu Tin, chairman of Vovinam, said that despite operating in different fields, the federation will partner with NutiFood to fulfill their mutual mission of introducing Vietnam’s traditional culture to the world. Vovinam is a Vietnamese martial art.