European Food caters to varying palates with tasty and nutritious snacks
- Flexibility to adapt to market demands has kept European Food moving forward
Country Business Reports interviews and articles by Discovery Reports www.discoveryreports.com
With the internet providing a very rich resource for recipes, anyone with an oven can bake a cake, but not everyone has the know-how to bake a high-quality one with a six-month shelf life. This is the premise of the soft and scrumptious Euro Cake, the no-preservatives confection that made European Food a household name in Thailand.
European Food initially manufactured wafers and jellies, but later expanded its product portfolio. It included cakes, candies, biscuits and drinks to cater to the changing lifestyles of on-the-go consumers seeking convenient and nutritious snacks. This flexibility to adapt to market demands has kept European Food moving forward.
“We always think of products that appeal to both the young and old generations. We always have to be on top of how the environment is changing to stay relevant,” says president Somchai Wachakorn.
European Food strives to be at the forefront of the snack industry by always introducing something new to the market, such as centre-filled marshmallows and a jelly-infused water drink, among others. It continuously develops new products and finds ways to improve on its current offerings.
Utilising the latest manufacturing technologies, European Food adheres to very stringent quality standards. For instance, it manufactures its Euro Cakes in clean rooms to avoid any possible contamination. The company even developed its own nitrogen packaging to ensure shelf life.
European Food products are sold in many supermarkets and convenience stores across Thailand. Distribution partnerships also paved the way for the company to be present in Cambodia, Laos, Vietnam, Myanmar, mainland China, Japan, Hong Kong, Taiwan, Europe and the United States. The company is evaluating new sales channels and searching for other distribution partners to reach more markets.
“Our goal is to make our customers smile with products that are good for the stomach and good for the health. A smile means they are satisfied with European Food,” Somchai says.