After self-boiling hot pot, Masan Consumer of billionaire Nguyen Dang Quang will sell “self-cooking rice”: Price 100

“In my hand is a dish of self-cooked rice with pan-fried teriyaki salmon. With this box, all the best dishes from restaurants in Vietnam and around the world will gather here,” Ms. Nguyen Truong Kim Phuong – Senior Marketing Director of Masan Consumer’s Convenience Food Industry introduced at the 2024 Annual General Meeting of Shareholders of Masan Group Joint Stock Company (MSN) taking place today.

“The items inside are neatly vacuum-sealed and can be preserved under normal conditions for 6 months, without using preservatives. When using, we only need a bottle of water to pour in, the product will automatically heated and cooked, giving consumers a restaurant-quality meal anywhere that tastes as good as it comes out of the chef’s pan. This whole amazing experience starts at just 100,000 – 150,000 VND”Ms. Phuong presented to shareholders.

This product is part of Masan Consumer’s ambition to make Omachi a billion-dollar brand, by premiumizing the brand and expanding into the Restaurant Meal Replacement (RMR) market. Thus, from the Instant Noodles market worth 1 billion USD, Masan Consumer will bring Omachi to a market worth up to 17 billion USD.

Previously in 2023, Masan Consumer launched the Omachi self-boiling hot pot product for 100,000 VND, which can be considered “the most expensive box of noodles in Vietnam”.

“We bring consumers the value of experience and self-love. As soon as it was launched, self-boiling hot pot went viral on social networks, creating a fever among young people. This product has contributed to Omachi’s 14% growth in 2023”Ms. Phuong shared.

Also at the congress, Mr. Truong Cong Thang – General Director of Masan Consumer pointed out that the company has successfully built 5 strong brands with annual revenue from 150 million to 250 million USD including: Kokomi, Omachi, Chinsu, Nam Ngu and Wakeup 247, contributed to 80% of total revenue growth. Masan Consumer grows at a rate 2.2 times faster than the general market from 2017 to 2023.

With these successes, Masan Consumer aims to further expand its target market by entering the external consumer market, providing premium home meal replacement products (“home meal replacement” or “HMR”) and restaurant meal replacement (“restaurant meal replacement” or “RMR”) for consumers.

Masan Consumer’s strategic goal is to own 6 billion-dollar brands, implement the “Go Global” strategy and become the leading company in Southeast Asia in terms of revenue and profit growth thanks to the new FMCG model.

At the event, Mr. Nguyen Dang Quang – Chairman of the Board of Directors of Masan Group called Masan Consumer the “heirloom diamond” of the Group. In 2023, this company will set a new record profit when recording a profit after tax of VND 7,195 billion, an increase of 30% compared to 2022.

Masan Consumer’s net revenue is expected to reach from VND 32,500 billion to VND 36,000 billion in 2024, with growth mainly contributed by the Convenience Food, Beverage and Home and Personal Care industries.

Minh Anh