Coffee Trademark Acquisition for Japanese Food Giant Ajinomoto

31 Oct 2016 --- Ajinomoto Co Inc is to acquire the trademarks currently licensed to subsidiary Ajinomoto General Foods from global coffee giants Jacobs Douwe Egberts in a €225 million (US$246 million) deal. 

Following the acquisition, the Ajinomoto Group will be able to carry out its own brand strategy as restrictions on brand logos, new product development, and licensing to other companies, will be removed. 

Ajinomoto Co acquired a 50 percent equity stake in AGF held by Mondelez International and made AGF a consolidated subsidiary, but the rights for the trademarks for AGF products like Blendy and Maxim were originally held by Mondelez and then Jacobs Douwe Egberts which took over the coffee from Mondelez. 

AGF has been using the trademark under license but today (Oct 31), the parties have now agreed to Ajinomoto’s acquisition of the trademarks and other rights from Jacob Douwe Egberts. 

For Maxim, only the trademark in Japan is covered while the agreement covers all trademarks licensed to AGF by Jacob Douwe Egberts and all trademarks held jointly. Licensed trademarks include Blendy, Maxim, Triplesso, Chotto Zeitakuna, Tea Heart, Shin-Chajin and others. 

AGF says it holds the tops share in Japan’s home-use coffee products market, with the exception of canned coffee and has been creating new categories with products like Blendy Stick “to continue to provide value adapted to new consumer needs”. 

The company adds that bringing mainstay brands under group ownership will strengthened Ajinomoto Group’s earnings structure and increase its corporate value.