Dive Brief:
- Ferrero USA CEO Bernard Kreilmann has been named the new CEO of Ajinomoto Co., Inc.'s North America subsidiary, Ajinomoto Windsor, which produces ethnic frozen foods in the U.S.
- Under Kreilmann's leadership, Ferrero USA, the North America division of Ferrero SPA, the fourth-largest global chocolate company, was able to increase its sales 250% over the past 11 years, according to a news release.
- Ajinomoto Windsor hopes to tap Kreilmann's brand and consumer demand expertise for its own set of frozen foods brands, including Tai Pei (Asian), Bernardi (Italian), and Jose Ole (Mexican), all leading brands in the three major categories of ethnic frozen foods.
Dive Insight:
Here is yet another instance of a frozen foods company making a big move to improve its business as the frozen foods industry has faltered in recent years. It has undergone other changes as well, as companies like Luvo and Amy's Kitchen have popped up as smaller rivals.
Ajinomoto Co., Inc. is a large company but may have more flexibility like some of its smaller competitors, enabling its U.S. ethnic frozen foods subsidiary to adapt to trends. The company is working to be among the top 10 global food manufacturers by 2020.
In addition to frozen foods, Ajinomoto Windsor also has the ethnic foods aspect of its portfolio to build upon, a category that is gaining strength.
A recent report from the National Restaurant Association found that "four out of five surveyed consumers eat at least one 'ethnic' cuisine each month, and that two thirds eat a wider variety of cuisines than they did five years ago, with one third having tried at least one new cuisine in the past year," according to Nation's Restaurant News.
Nine out of 10 consumers report having eaten all three of the major ethnic food categories at least once in their lives, so having leading brands in those categories will help Ajinomoto Windsor take on the ethnic foods trend.