Malaysian Confectionery Manufacturers Target US Market

By Manik Mehta NEW YORK, June 29 (Bernama) – Two Malaysian companies which took part in the recent New York Fancy Food Show (NYFFS) 2017, have identified suitable distributors to expand their market reach to the united States (US). Manufacturers of confectionery products and first-time participants, Johor-based GPR Food Sdn Bhd and Penang-based Torto Food Industries (M) Sdn Bhd, showcased their products at the just-concluded three-day event. GPR Food, a 20-year manufacturer of cookies, shortbread and oatmeal among others, has already established its clientele base in Asia and the Middle East, its biggest markets. The company, however, aims to expand to the US, where it already has three distributors. “We have buyers in the United States and there is huge potential for our products here, the world’s biggest food market in value terms. “We are focusing on selling our butter cookies which have been well accepted in other countries. We are also pitching for our oat-based cookies,” Jason Chau, Export Director at GPR Foods told Bernama. He said many Malaysian products are visible on the shelves of ethnic supermarkets and food stores in the US, but efforts need to be made to move into the mainstream market of the country. The mass market is for consumers who are price-conscious buyers and we target to move into the high-end market segment after establishing our brand, he added. Meanwhile, Torto Food Industries, exports its products to almost 70 customers in some 55 countries and is also looking to the US market. “Our products such as the White Castle butter cookies are popular globally, though we do not sell it in the US. “We also sell our products to other companies who market it under their own brands. We make, among others, oat cookies, cereals, wafer sticks and dipping cream sticks. “Our main market is in Asia as well as the Gulf countries. We supply our products throughout the US and sell our own brands in supermarkets in New Jersey,” said Ang Aik Hwa, the Chief Executive. He said many orders had been received from existing customers at the event, alongside a steady stream of new potential customers, including those from outside the US. The NYFFS highlights current and future food trends in the country with displays by exhibitors from Asian, particularly India, China and Japan, as well as those from Europe, Central and South America. -- BERNAMA