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Sun Group Expands into TV Meals

by 5m Editor
9 February 2010, at 7:21a.m.

THAILAND - Sun Group has diversified into the fast-growing prepared meals segment.

Sun Group, one of Thailand's leading poultry producers and exporters, has diversified into the fast growing ready-to-cook and ready-to-eat meals segment.

Bangkok Post reports that chief executive, Pornchai Charnmanee, said that the group had exported chicken products with a track record of 18 years, mainly to Japan and the European Union.

The strong growth of TV dinner products and ready-to-cook items, with more than 10 billion baht (THB) in value a year, has attracted the group.

With its long experience in the integrated chicken business and food exports, the Group is confident of success in diversifying to introduce ready-to-cook and ready-to-eat TV meal recipes under the Kinsun and Gosun brands.

According to Mr Pornchai, the Kinsun brand offers more than 20 entree menus, such as Korean-style chicken, black-peppered barbecued chicken, chicken wings, and Karagesun chicken, to respond to today's lifestyle with the focus on convenience, hygiene and speed.

The channels of distribution cover Home Fresh Mart outlets in The Mall, Big C, Tesco Lotus, Villa Market, Jusco, Max Valu, Tang Hua Seng and 108 Shop, he said.

The Gosun brand is positioned as ready-to-cook meal suiting the need for consistent food quality and shorter preparation time among the targeted clientele, mostly hotels, restaurants, food stalls and schools.

In addition to economy, easy management and convenience, it highlights a menu list of chicken breasts, tasty marinated chicken thighs, chicken wings of various tastes and other creative menus.

Prasert Janpisaeng, managing director of Sun Group Prosperity Co, said that the company plans to spend 20 million baht to build brand awareness, according to Bangkok Post.

The group also plans to increase the number of Gosun retail outlets to 900 from 700 shops this year, as well as to expand distribution channels to the tourism industry's market which has high growth potential.