Ajinomoto Strengthens its 2026 Food Market Leadership with the Launch of ‘UMAI (Ajinomoto Brand)’ — A New Era of Frozen Ready-to-Eat Meals Elevating the “Eat Well, Live Well” Experience for the New Generation

• RTE frozen food gains popularity for convenience-focused urban lifestyles.
• Ajinomoto launches UMAI, authentic Japanese frozen food combining food innovation with “AminoScience,” designed for healthy living for Thailand’s new generation.
• Announces Pond Naravit Lertratkosum as presenter, UMAI reframes what frozen food means in 2026 as premium, nutritious, and genuinely Japanese.

Ajinomoto Co., (Thailand) Ltd., a global leader in “AminoScience” and nutrition-based food innovation, has officially launched UMAI (Ajinomoto Brand), a new premium line of authentic Japanese frozen ready-to-eat (RTE) meals designed to support an “Eat Well, Live Well” lifestyle for modern consumers.

Backed by Japan’s No. 1 frozen gyoza expertise, UMAI responds to the growing demand in 2026 for premium convenience by delivering great taste, health, and quality from the first bite. UMAI is pleased to introduce Pond Naravit Lertratkosum as its first presenter, reflecting the brand’s modern lifestyle positioning. The launch event, held at Central Ladprao, brought the concept of delicious living to the new generation and consumers through immersive brand experiences.

RTE Frozen Food Evolution: From Backup Food to Primary Meal
Krungsri Research1 reports that Thailand’s RTE frozen food market is approaching a value of 20 billion baht and is projected to grow at an average of 2.3% to 3.3% annually from 2026 to 2028. As consumer behavior shifts significantly, frozen food is no longer seen as just a “backup option”. For today’s urban consumers, it’s becoming an everyday choice.2 Growth is driven by urban lifestyles, the rise of smaller households, and the rapid expansion of modern trade and online grocery platforms. As consumers prioritize efficiency, ready-to-eat frozen meals are gaining popularity for their ability to deliver quality, variety, and satisfying dining experiences at home.

Additional insights from Mintel3 and Euromonitor4 highlight growing demand for convenient yet premium restaurant-quality meals with authentic international flavors, especially Japanese cuisine, better food innovations, and elevated at-home dining experiences.
UMAI, Healthy Frozen Ready-to-Eat Meals
“Our ‘Eat Well, Live Well’ slogan is evolving for 2026 and beyond. The launch of UMAI represents an important step in how we respond to changing consumer lifestyles,” said Ms. Roann Co, Director of Ajinomoto Co., (Thailand) Ltd. “Ajinomoto is meeting ready-to-eat demand by leveraging its position as the No. 1 frozen gyoza brand in Japan to deliver authentic Japanese flavors powered by advanced food technology. Through our expertise in ‘AminoScience,’ we aim to elevate the frozen food market by offering well-balanced Japanese taste, good nutrition, and quality you can feel from the very first bite, all in one.”

Mr. Kittikun Wattanachote, Household Frozen Food Business Manager of Ajinomoto Co. (Thailand) Ltd., added,
“UMAI offers an authentic, premium, and modern Japanese food experience. By combining food innovation that helps preserve food quality with international quality control standards, we want consumers to feel confident that frozen food today can be delicious, convenient, and high quality at the same time. We have developed popular Japanese menu items that deliver restaurant-quality taste with easy, convenient preparation. We preserve the integrity of every ingredient to ensure
a signature ‘First Bite Experience.’ By combining authentic Japanese taste with modern convenience, UMAI meets the needs of today’s fast-paced lifestyles. Pond Naravit Lertratkosum will help UMAI connect to the new generation of consumers and strengthen engagement with our audiences.”

Lifestyle Meets Flavor: The Pond Naravit Connection
UMAI targets consumers aged 25-45, especially urban professionals, young adults, and small families seeking convenient, time-saving, high-quality meals with a restaurant-like experience. The brand also prioritizes sustainability by using packaging that reduces plastic waste while maintaining food quality.

To bring this modern vision to life, UMAI has appointed Pond Naravit Lertratkosum as its official brand presenter. A New Gen icon known for his bright personality and genuine love for Japanese cuisine, Pond represents UMAI’s modern, energetic, and health-conscious lifestyle, positioning redefining frozen food as something people choose, not something people settle for.

Where Can You Buy UMAI?
UMAI products are available at Mitsukoshi: One Bangkok, Lopia (Chaengwattana), Tops, Japanese specialty supermarkets (such as Donki and UFM Fuji), and major online grocery platforms. Stay updated on the latest activities and exclusive promotions via Facebook: Ajinomoto Easy Meals / X: Ajieasymeals / IG: Ajinomoto.easymeals / TikTok: AjinomotoEasyMeals