[2020 Asia Consumer Awards] High-Quality Taste and Reasonable Price... Instant Coffee Market No.1 'Maxim Kanu'

No.1 Instant Coffee Bean Market
High-Quality Coffee Beans Roasted in Various Ways...Distinctive Flavors

[Asia Economy Reporter Choi Saeng-hye] The yellow coffee mix "Maxim Mocha Gold," known to every South Korean, is a mega-hit product of Dongseo Foods. Since its launch in 1989, Maxim Mocha Gold has been called the "national coffee" for 31 years, firmly maintaining the number one market share. Dongseo Foods did not rest on the success of Maxim Mocha Gold and launched "Maxim Kanu," the first instant whole bean coffee brand in Korea, in 2011.

Since the introduction of Kanu, consumers have been able to conveniently enjoy premium whole bean coffee with the same taste and aroma as coffee shops anytime and anywhere at a reasonable price. Consumer response to Kanu was explosive, and it has consistently held the number one position in the domestic instant whole bean coffee market since its launch. Kanu is characterized by roasting and blending high-quality beans such as Colombian, Guatemalan, and Costa Rican in various ways to create differentiated flavors for each product. Additionally, Kanu continuously introduces various products and seasonal limited editions reflecting consumer demand, such as Kanu Mini, Kanu Decaffein, Kanu Ice, Christmas Blend, and Spring Blend.

Dongseo Foods is continuously striving to offer better coffee. Through more than 100 market surveys and analyses annually, they identify changing consumer tastes and, based on these results, conduct a major restaging every four years to upgrade the taste, aroma, and package design of the "Maxim" coffee brand. Furthermore, to secure a quality management safety foundation, they have established an international quality assurance system. On September 15, 1999, Bupyeong Factory, Changwon Factory, and Jincheon Factory obtained ISO 9001 certification, followed by the research institute and Seoul office acquiring ISO 9001 quality system certification.

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