Fynbo woos Asians with sweet and savoury offerings

Known for their thick, hearty preserves bursting with luscious fruit flavours, Fynbo Foods' jams have been a staple on Danish tables as a perfect accompaniment for breakfast or tea time fare. Looking to further enrich mealtimes and consumer dining experiences, Fynbo branches out to produce vegetable condiments and source products such as juices and seafood for marketing under its own brand.

Whether producing for a private label or for its own brand, Fynbo always puts importance on quality. Fynbo purchases premium ingredients from trusted suppliers to ensure the high quality of its products, even inspecting the farms where it sources raw materials. When it comes to processing the raw materials, Fynbo complies with stringent Danish food safety standards.

"There are already many jams in the market; what can we do that is different? We offer the best quality at a competitive price and we focus on innovation. Aside from our pricing, we were also among the first to introduce an organic line," says president Richard Fynbo.

Fynbo's resounding success in Denmark propelled the company to export its products. Targeting high-growth areas such as Asia is crucial to reaching the company's goal of 15 per cent growth rate per annum. In China, Fynbo uses online shopping site Taobao.com as a sales channel to reach a wider scope of consumers.

The company also works with companies such as Qingdao Solons for product distribution in local supermarket chains. Key products for the Chinese market include jams from the premium, organic and gourmet lines, which are preserves containing 75 per cent fruit, and pickles from the vegetable product line.

Aside from grocery chains, the company also seeks to supply its products to five-star hotels and airlines next year. Fynbo is looking for partners in southern China, including Hong Kong.