FieldFresh Foods partners with Japanese brand Kikkoman
By Nabamita Chatterjee | November 10, 2017
By bringing in this soy sauce brand to India, FieldFresh tries to strengthen its overall condiments portfolio in the market and aims to achieve market leadership in the premium oriental condiments space over the next 3-5 years.
FieldFresh Foods Pvt Ltd., a joint-venture between Bharti Enterprises and Del Monte Pacific Limited, recently announced that it has entered into a strategic partnership with the Japanese Heritage Food Brand, Kikkoman, to introduce its Soy Sauce in India. With this partnership, FieldFresh Foods will have the exclusive rights to manufacture and market Kikkoman products in India, thereby strengthening its condiment portfolio in the market. Speaking about the partnership Rakesh Bharti Mittal, Chairman, FieldFresh Foods Pvt. Ltd. said, “We are confident with Kikkoman’s expertise in the premium oriental condiments segment and our deep consumer understanding of the Indian market will help both the companies to emerge as a leading player in the segment and achieve market leadership in the next 3-5 years. With a surge in specialized restaurants offering Oriental cuisine, we are expecting the partnership to also give a significant boost to our B2B business”.
The Kikkoman range of products will be manufactured at FieldFresh Foods’ manufacturing facility in Hosur, Tamil Nadu, which was set up with an initial investment of approx. Rs.150 crores in 2009-10.
Osamu Mogi - Director, Executive Corporate Officer of International Operations Division, Kikkoman added, “Kikkoman is committed to promote international exchange of food culture, and with Del Monte’s well-established presence in both modern trade (supermarket chains) and foodservice, a tie-up with them allows us to leverage our combined strength which will be enriching for customers. As we continue to promote excellence through our products, we are hopeful that the collaboration will familiarize people with Kikkoman offerings and define us as one of the most trusted companies in the world.”
The size of the Indian Soy Sauce market is estimated at INR. 100 cr in retail and foodservice combined, and is expected to grow at 20% YoY. Given the massive opportunity that the sector presents, Del Monte is targeting to lead the premium oriental condiments category in India over the next 3-5 years.
Yogesh Bellani, CEO, FieldFresh Foods Pvt. Ltd. said, “We have been expanding our oriental condiments portfolio with the combined efforts of Del Monte’s global heritage, and now with Kikkoman’s expertise in Japanese cuisine, we are hopeful to expand our footprint in growing the condiments segment. We aim to achieve a market leadership position in the premium oriental condiments segment.”
Currently, Del Monte in India is present in four categories including Culinary, Beverage, Italian and Packaged Food, and has a strong condiments portfolio of ketchups, mayonnaise, pizza sauces etc. FieldFresh Foods collaborated with Kikkoman to expand and strengthen its footprint in the Oriental condiments space, both in retail and in foodservice segments.