ASIA: French firm Michel et Augustin expands to China, Taiwan
Michel et Augustin has signed a deal to launch its products into the Chinese and Taiwanese markets
French food firm Michel et Augustin has signed a deal to launch its products into the Chinese and Taiwanese markets.
The company has signed a distribution agreement with supermarket chain City Super for the sale of its biscuits, yoghurts, smoothies and desserts.
"City Super is an upmarket chain specialising in imported products and our range will be marketed from around 15 stores in Hong Kong, Taiwan and Shanghai," Michel et Augustin export manager Antoine Chauvel told just-food.
The firm was set up in 2004 and has around 80 products in its portfolio. In 2012, it recorded turnover of EUR18m. This is expected to rise to EUR24m this year.
"Even though exports only accounts for 10% of global turnover, they are growing very rapidly. We've had a good response to our brand in Asia where French products enjoy a high quality profile," Chauvel said.
"The aim now is build up our presence in China and Taiwan and and expand into other countries such as Japan and South Korea."
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