Snack industry/Taokaenoi

Editorial staff

SET-listed Taokaenoi Food & Marketing Plc (TKN), the manufacturer and distributor of Taokaenoi seaweed products, appointed PT Sukanda Djaya as the distributor of Taokaenoi seaweed products via traditional trade and modern trade in Indonesia.

The move is apart of boosting its total sales this year to grow 15% and becoming a global brand in the near future.

Itthipat Peeradechapan, TKN ‘s CEO, said that the company has reached an agreement with PT Sukanda Djaya, to be the official distributor partner of Taokaenoi seaweed products in Indonesia. This is aimed at expanding the distribution of Taokaenoi seaweed snack products through various channels, including modern trade, traditional trade, HoReCa, as well as E-commerce channels.

With local partner’s expertise, the company saw a huge growth opportunity and the potential to reach a wider range of consumers.

Wachira Yarnthasanakij, TKN’s chief international trade officer, said that the consumption of seaweed snacks in the predominantly Muslim Indonesia has been increasing significantly in recent times and has a high potential to grow even further.

“In growing a Thai brand and to achieve such a goal, Taokaenoi has aggressively been strengthening growth in foreign markets. In each country, it is necessary to adapt the work process and direction to match the consumers’ behavior, culture, lifestyle and the well-being of customers in that particular country,” he said.

The collaboration with PT Sukanda Djaya will help to create a competitive advantage from the strong partnership and the wider distribution of all Taokaenoi products through a variety of distribution channels throughout Indonesia. Currently, Taokaenoi products are found on the shelves of more than 80 % of modern trade outlets in Indonesia.

In addition, it has expanded the market for baked seaweed products that targets consumers who eat it as a meal or as part of a meal. This is considered a new consumer base, apart from the snack market group.

Philip Min Lih Chen, PT Sukanda Djaya's president, said that as for the cooperation between TKN and PT Sukanda Djaya, this is considered to be a declaration of Taokaenoi’s readiness to penetrate the snack market in all its forms  in Indonesia. The products under the Taokaenoi brand have varied portfolio in many formats, including baked, fried, grilled, and tempura.

Every product has been developed from in-depth studies of consumer behavior so as to meet the demand of consumers in as many segments as possible.

When combined with the strength of PT Sukanda Djaya, this partnership will further reinforce the ability to bring products into the market in way that will create benefits for both parties.

“We see the potential of the Taokaenoi brand with its high growth and its leadership in the seaweed market in Indonesia. Moreover, the consumers have become more concerned about health, and therefore, seaweed products have become the favored snack foods for growing customers," he said.

Currently, the company has derived 15 % of sales from the Indonesian market and has expected sales to grow to more than 30 % along with an increase in market share of seaweed snack products to further propel the Taokaenoi brand to become a global brand in the near future.

In addition to Indonesia, the company will expand its business in other major markets in the US, Malaysia and China.