Ajinomoto Co. is taking a bold step into the future of food with the launch of its new brand, Atlr.72, in Singapore. The brand is poised to redefine food lifestyles by incorporating the beauty and blessings of nature into everyday eating, with a strong focus on environmentally-conscious ingredients.
The Green Food business under Atlr.72 will utilize plant-based, cell-based, and microbial-based ingredients to create delicious, sustainable products that resonate with the eco-conscious consumer.
The first phase of the launch begins with a limited-period sale of Atlr.72 products at Takashimaya in Singapore, starting Monday, August 12, 2024.
Among the highlights is the Atlr.72 Flowering Mooncake, a unique twist on the traditional mooncake, incorporates Solein, an innovative air-based protein, as a partial butter substitute. This marks a significant step in Ajinomoto Co.’s mission to offer products that are tasty and better for the planet.
Celebrating Tradition with a Modern Twist
The concept behind Atlr.72 is deeply rooted in the 72 microseasons of the traditional Japanese calendar. This ancient system divided the year into four seasons, 24 solar terms, and 72 microseasons, each reflecting subtle changes in nature.
Atlr.72 seeks to bring this connection to nature into the modern world by developing products that highlight the natural beauty around us while being mindful of our environmental impact.
To commemorate the Mid-Autumn Festival on September 17, 2024, Ajinomoto Co. is introducing the Atlr.72 Flowering Mooncake. These cookie sandwich-style mooncakes feature guimauve—a French sweet similar to marshmallow—in four delightful autumnal flavours: Japanese Yuzu, Kyoto Uji Matcha, Raspberry, and Blackcurrant. The mooncakes are adorned with intricate Peranakan patterns, a nod to the rich cultural heritage of Singapore and Malaysia.
In addition to the mooncakes, Atlr.72 will also debut the Atlr.72 Ice Cream Sandwich features vanilla ice cream made with Solein and mochi sandwiched between cookies with vibrant Peranakan designs.
A Sustainable Vision for the Future
Ajinomoto Co. has designed these products with more than just taste in mind. The ingredients used in the Atlr.72 lines are selected not only for their flavour but also for their health and environmental benefits.
The use of Solein as a butter substitute, agar instead of animal gelatin, and beet sugar with minimal white sugar are just a few examples of how the brand prioritises sustainability.
The launch in Singapore is just the beginning. Based on consumer acceptance and feedback, Ajinomoto Co. plans to expand the Atlr.72 brand across different food categories and regions.
The company is also considering the development of directly managed stores as part of its long-term strategy to establish Atlr.72 as a leader in the new food lifestyle movement.
With this innovative approach, Ajinomoto Co. is not just offering new products but is also proposing a new way of thinking about food—one that honours tradition while embracing the future, with a deep reverence for nature and a commitment to sustainability.