Ajinomoto stands to gain significantly from its majority ownership of More Than Gourmet in various ways. The company has observed a rise in demand for liquid seasonings, such as stocks, broths, and sauces, compared to powdered seasonings, primarily due to their convenience and appealing image. Ajinomoto mentioned that collaboration between food ingredient manufacturers and liquid seasoning producers could facilitate the exchange of knowledge, techniques, and ingredients. By integrating insights on diverse manufacturing processes and flavor profiles from More Than Gourmet, Ajinomoto can enhance its offerings in a manner that benefits both entities. This partnership will enable the development of more customized menus, tailored to customer preferences.
More Than Gourmet is well-versed in the trends and tastes of U.S. consumers, along with established connections with CPG manufacturers and foodservice and restaurant businesses, as noted by Food Ingredients First. This strategic positioning is likely to bolster Ajinomoto’s future business initiatives and its direct sales efforts in the American market. Notably, Ajinomoto is recognized for being the first ingredient company to isolate the flavor-enhancer kokumi in the 1980s, as well as for its work with monosodium glutamate to enrich the umami flavor in Asian and other cuisines. The company has successfully isolated kokumi peptides and developed a tasteless powder that enhances flavor in various foods.
Founded in 1993, More Than Gourmet prides itself on producing sauces and stocks using high-quality, fresh ingredients. The company focuses solely on sauces and stocks, claiming to utilize traditional culinary recipes while deconstructing and reconstructing them. Its premium ingredient list and meticulous manufacturing process appeal particularly to companies and consumers who are willing to invest in natural and authentically produced products.
The rising popularity of liquid seasonings aligns with consumer desires for enhanced flavors in their meals. In response to this trend, McCormick & Co. introduced bone broth, slow-cooker seasonings, and Asian noodles last year, targeting busy individuals who seek flavorful home-cooked meals without extensive preparation time. Liquid seasonings are versatile and user-friendly, making them suitable for incorporation into a variety of dishes, including soups, stews, noodles, eggs, and meats. Additionally, they offer value by substituting major ingredients that many are looking to limit, such as salt, sugar, and fat, while still delivering the rich flavors consumers crave.
According to Allied Market Research, the global food and beverage flavors market was valued at $12.4 billion in 2016 and is projected to reach $18.1 billion by 2023, reflecting a compound annual growth rate of 5.5% from 2017 to 2023. Ajinomoto is evidently aware of the growing demand for flavor, convenience, and healthier eating options, which is a key reason behind its majority stake in More Than Gourmet. As these trends continue to gain traction, it would not be surprising to witness Ajinomoto or other food ingredient companies expanding their flavor portfolios. Should its venture with More Than Gourmet prove successful, Ajinomoto may decide to acquire the remaining stake it does not own, possibly enhancing its offerings further, including options like calcium citrate for health-conscious consumers.