Return of Mrs Fields marks DKSH expansion into Thai food retailing

DKSH has been awarded the exclusive master franchisee rights for Mrs Fields across the country.

Mrs Fields had previously forayed into the Thai market, but later withdrew its operations. It has not had a presence here for the past five years.

"We are expanding into the food retail business because we realise the promising growth potential of this business sector ... Local demand [for premium cookies] has increased year after year," said Somboon Prasitjutrakul, president of DKSH Thailand.

Demand for premium cookies in Thailand had increased by between 7 per cent and 10 per cent annually in line with consumers’ higher purchasing power and the desire for premium products, he said.

The cookie market, which is estimated to be worth about Bt8 billion, is currently shared by brands such as S&P, Dunkin Donut, Auntie Ann and Au Bon Pain.

Fred Joosten, vice president for international franchising development at Mrs Fields Famous, said the company had re-entered the Thai market because of the country’s growing economy, which means there is a good future for the Mrs Fields brand.

The company expects to have between 20 and 30 outlets in the Kingdom over the next five to 10 years.

The main target customers for the company’s fresh premium cookies are working women and "modern mums" aged between 20 and 40, he said.

The company plans to open four Mrs Fields outlets this year, said Somboon. The first corner was recently opened on the third floor of the Siam Paragon shopping complex, with the second one scheduled for the Mega Bangna complex in the middle of next month.

The number of Mrs Fields corners will reach 10 by the end of next year.

The Salt Lake City-based company also plans to launch new branded light food in Thailand in the near future, he added.

Mrs Fields sells cookies, cakes and other sweet goods across the world. It has outlets at 250 locations in the US and 97 others in international markets.