Indonesian biscuit brand enters local market

Confectionery producer Nabati Indonesia announced on Monday to start marketing its biscuit products in Vietnam’s market as part of its plan to expand to other Southeast Asia markets.

Krisdianto Lesmana, chairman of Nabati Indonesia, said Vietnam was the first foreign market the company had opted for to expand its biscuit brand beyond Indonesia since its establishment in 1985. The other regional markets on the firm’s radar are Thailand, Malaysia and the Philippines.

“Vietnam is the second most populated country in Southeast Asia, with more than half of its population young. It is truly a potential market to invest in,” Krisdianto said at a launching event held in HCMC on Monday.

The Indonesian confectionery producer will gauge the market demand with three products targeting young consumers and families.

Krisdianto said all products would be initially imported and distributed here via its local partner Minh Phuong Company. In the long term, Nabati will produce its products in Vietnam.

Nabati is one of the leading biscuit brands in Indonesia, with total sales in 2009 put at US$140 million. – SGT

Posted by VBN on May 12 2011. Filed under Food & Beverage. You can follow any responses to this entry through the RSS 2.0. You can leave a response or trackback to this entry