【「あえて､
Ajinomoto Co., Inc. (President: Taro Fujie, Head Office: Chuo-ku, Tokyo) has developed and sold a complete one-meal frozen stock rice set called "Ae te, ®," which received the "Special Jury Award" at the "Japan Naming Awards 2024" organized by the General Incorporated Association Japan Naming Association, with the award ceremony held on December 2.
The "Japan Naming Awards" aims to enhance the "quality and value" of naming and to promote its spread and enlightenment by widely broadcasting the importance of naming, enriching cultural life, and contributing to the development of industries, selecting outstanding names worthy of praise since its inception in 2020.
Chairman of the Jury, Mitsu Ohta.
An employee of our company in charge of "Ae te, ®."
"Ae te, ®" is a frozen stock rice that is a complete meal with side dishes packed on top of mixed rice. It was developed to meet the needs of those who do not want to compromise on the taste and nutrition of meals even on busy days, as the most hassle-free meal that requires nothing more than heating it in the microwave. You can choose from about 40 conditions on the EC site, and it will be delivered through a subscription service.
By storing it in your home freezer and heating it in the microwave for about 6 minutes, you can enjoy a nutritionally balanced meal.
[Origin of the name 'Aete, ®']
The word 'aete' has a nuance of 'intentionally, actively.' It embodies the desire to encourage intentional use of frozen lunches in daily life rather than taking them out of necessity. Additionally, by placing a punctuation mark '、', it expresses the idea of 'taking a breath.' Even on busy days, we hope that by enjoying 'aete, ®', it helps customers save time.
[Reason for winning award]
| ● | 'The '、' in 'Aete,' is the key point. Without '、', it becomes an imperative tone, but with 'Aete,' the image broaden and communication is created.' |
| ● | 'The word 'Aete' has little negative connotation. It feels good to choose positively instead of out of necessity.' |
| ● | "The presence of punctuation creates a gentle atmosphere." |
| ● | "Among young people, the term 'maru-hara' is also used, but perhaps the use of the comma was a deliberate choice considering the contemporary context." |
The company will continue to contribute to improving the well-being of consumers by aiming to realize "solution services for food and health" through expanding the product lineup and business growth.
About the japan naming award:Japan Naming Award
