Home Progressive Grocer Singapore-based Super Group Eyes Indian Market; to Launch at FGFI 14

Singapore-based Super Group Eyes Indian Market; to Launch at FGFI 14

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Super Foods will launch its products for the first time in the country at the upcoming FGFI 2014 to be held in Mumbai on Jan 23 and 24 at Bombay Exhibition Centre, Goregoan with its range of cereals, coffee mixes, speciality coffees, hot chocolate and Nutremill (healthy/ cereal products).

Speaking to , , General Manager (Europe/ Middle East/ Africa), said, “India is a very challenging market in terms of logistics (distribution, different channels, and wide geographical expanse), product preferences and acceptance across the vast geographical area. To overcome this, we need to align with a business partner with an established distribution network and a deep understanding of consumer needs. India is an enticing but challenging market, and is too big to ignore.”

Founded in 1987, pioneered and introduced the concept of 3-in-1 beverage products in Southeast Asia (SEA). It was accredited Pioneer Status by the Singapore Economic Development Board for pioneering the manufacture of instant cereals in 1994, followed by soluble spray-dried coffee (SDC ) in 1998, and non-dairy creamer (NDC) in 2003. The Group currently operates 15 manufacturing facilities across Asia.