S Khonkaen plans for AEC

The company yesterday announced an investment of Bt100 million in its new factory on 24 rai (3.8 hectares) in Mahachai, Samut Sakhon, to produce halal foods to serve the Muslim communities in Asean, who total more than 300 million people. 

In addition, the company plans to expand its export of halal foods into the Middle East.

“We need to adjust by positioning ourselves as an expert in processed meats to survive and grow our business in the AEC,” said Charoen Rujirasopon, chief executive of S Khonkaen Foods.

The company yesterday rolled out an aggressive marketing campaign for the remaining two quarters, promoting the newly launched Moochi brand snacks, processed from pork and chicken using a stir-fry method, and to be available in “Hot & Spicy” and “Chicken Garlic Burger” varieties. 

Targeting younger consumers, the company has set a Bt20-million budget for online and offline activities to create awareness. It has appointed Pens Marketing & Distribution as distributor of the products through convenience stores and modern-trade retailers, and its year-end sales target for the company’s total snack business is Bt250 million, of which about Bt50 million will be from the Moochi brand.

Charoen said that after the marketing success of its Entree snacks,  the company decided to place a greater focus on development of innovative food products that are processed from pork and chicken to cater to younger consumers. It will also continue to promote its meat-snack business throughout the second half of this year.