The acquisition of the Belgian-based flavour house, Perlarom, has enhanced ingredients giant Danisco´s position in South East Asia, the firm has revealed, as part of the deal involves the acquisition of Perlarom´s flavour plant in Singapore, as well as a sales office in China.
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The acquisition is of great strategic importance to Danisco´s presence in Asia Pacific, as Singapore is the Asian centre for all major flavour houses and experts, as well as an entrance to the entire South East Asian flavour market, which is experiencing solid growth rates. The offices in Singapore will provide the foundation for Danisco´s flavour activities in Asia Pacific.
Steen Loendal, business manager, Danisco Flavours Asia Pacific, welcomes the opportunity to secure faster deliveries Singapore flavours: “We have already built a strong reputation with our customers who acknowledge us for providing excellent flavours. The Singapore facility enhances our ability to deliver our products in a timely manner and meet the demands of the Asia Pacific region.”
Sales and innovation resources are gradually being added to the Singapore facility, which is expected to play a leading role in the South East Asian flavour market.
The Singapore facility specialises in sweet flavours customised to cater to the tastes of the South East Asian market, such as caramel, chocolate, coffee and all kinds of fruit flavours. The durian fruit, also known as “The King of Fruits”, is extremely popular throughout South East Asia. Pandan fruit is another flavour produced at the Singapore facility and also very popular on the South East Asian market.
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By GlobalDataPerlarom Singapore is a leading supplier of high quality products and applications. But a large part of its strength is also found in the value-based marketing of the products. Products are not just being manufactured and sold, they are customised and marketed for particular target groups with different lifestyles and values. Trends in customer demand are being identified and marketing efforts target specific products at particular demographic segments.
Danisco has widespread activities in the emerging Asian markets. In May, Danisco opened a new flavour production facility in Kunshan, China, representing an investment of DKK20m (US$2.65m). Besides flavour production, cutting edge research and development is a high priority at the Kunshan facility.
In addition to the facilities in Kunshan, Danisco has sales offices in Beijing, Shanghai, Hong Kong and Guangzhou. In the rest of Asia Pacific, Danisco has flavour application laboratories in Penang and Tokyo, as well as in Sydney.
“Through the acquisition of Perlarom, Danisco takes a giant step towards achieving its goal. Perlarom complements Danisco in Asia extremely well,” says Stephen Catling, president of Danisco Flavours.
