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Sinar Mas to tap health and nutrition food sector

THE consumer food business unit of the Indonesian conglomerate Sinar Mas Group said it is to tap the growing health and nutrition food sector by launching a new product line aimed at urban female consumers.

The Indonesia group which covers a wide range of business including pulp and paper business, real estate development and financial services, has set up a China headquarters in Shanghai to manage its consumer food business under one unified entity.

Sinar Mas started its food business in China by acquiring Zhuhai Hua Feng Food Group in 1984 and has been focusing on leisure snack.

The latest move is to aimed to shift its focus from instant noodle and snacks toward nutrition and health food with higher profit margin. The new product line including energy supplement and plant fiber healthy drinks to tap to the consumer goods sector.

"China's health and nutrition food segment is obviously lagging behind compared with developed countries in North America and Europe and we hope this would provide us with a fast track to enter the fast growing segment in China," Jerry Zhou, chief executive officer of Sinar Mas Natural Resources (China) Investment Co Ltd, told a media briefing in Shanghai.

Zhou said the new products will be launched in nine first- and second- tier cities in about two or three months at major supermarkets and convenience stores, but didn't reveal the initial investment for the new consumer product launch.


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