Freshmax plans to launch its Munch’n kiwiberries into the Thai market in February, after market access for the category was granted late last year.
The move into Thailand builds on the strong momentum Freshmax is generating for kiwiberries in the Asian region. China and Taiwan have been the two key markets for Munch’n kiwiberries to date, with demand also increasing out of Singapore, Malaysia and Hong Kong.
“Freshmax have put a huge amount of effort into the kiwibery category over the past three years and we are now getting great market feedback on this berry – the uniqueness of it, the convenience and health of it are all creating excitement amongst multiple Asian markets,” Tracey Burns, Freshmax’s division manager for export, told Asiafruit.
Freshmax intends to use the Munch’n brand to market a range of fruits, but for the coming season the focus will again be on the kiwiberry programme.
“Our Munch’n brand was launched to encompass a range of fruits – primarily snacking fruits,” Burns explained. “Kiwiberry is ideal as they match all the key brand attributes sitting behind Munch’n – healthy, convenient, snack food.”
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