Ajinomoto launches new brand ‘Atlr.72’ to start green food business in SG

It aims to promote eco-friendly eating habits by using plant-based, cell-based, and microbial-based ingredients. 

Japan’s Ajinomoto Co., Inc. is launching its new food brand, Atlr.72™ (Atelier Seven Two), in Singapore. 

The brand aims to promote eco-friendly eating habits by using plant-based, cell-based, and microbial-based ingredients. 

Targeting eco-conscious consumers, particularly those in their 30s to 40s and Generation Z, the brand will launch with two products: the "Atlr.72™ Flowering Mooncake" and the "Atlr.72™ Ice Cream Sandwich," both featuring Solein.

The mooncakes, offered in flavors like Japanese Yuzu and Kyoto Uji Matcha, are designed with Peranakan-inspired patterns and made with health-conscious ingredients. The ice cream sandwich combines Solein-based vanilla ice cream with mochi, also decorated with Peranakan designs.

Atlr.72™ draws inspiration from the 72 microseasons of the traditional Japanese calendar, reflecting nature’s subtle changes. The brand’s products aim to connect consumers with nature through sustainable ingredients. 

Ajinomoto Co. will gauge consumer response during this limited sale to guide future product expansions, potentially leading to the development of dedicated stores in Singapore and other regions.

“Through this limited-period sale, we will verify the hypothesis that we can offer a "new food lifestyle" to a wider range of consumers by using raw materials and ingredients that are healthful and environmentally conscious for products that place the highest priority on good taste, good appearance, and affordability,” the group said in a statement.