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Last Updated: Sep 25th, 2006 - 11:36:04 |
THAI celebrity chef Rapeepan Luangaramrut, better known as Khun Reed, is bringing her brand of ready-to-eat and halal Thai frozen food for its maiden entry into Malaysia.
Thai Union Manufacturing, a co owner of the food branded MySiam together with Khun Reed, is relying on non-exorbitant pricing to turn it into a popular brand, especially in the middle income market. It manufactures the gourmet meals for MySiam which will initially be retailed at some local 7-Eleven stores.
This will be the first time ready cooked frozen Thai food will be made available in local stores. "We believe that anyone who walks in to a 7-Eleven store will be able to afford to get a MySiam product," its Business Development Center director Kamol Chaisuphakul said in a ceremony held in Kuala Lumpur on Wednesday.
Kamol said the association of the brand with celebrity chef Khun Reed, the developer of the gourmet products, and the innate quality of the food itself would make into a premium brand.
Khun Reed has so far successfully launched the line of products in Europe. She is a host of a popular television programme in Thailand, Reed's Cuisine, and a regular newspaper columnist.
She spent two years researching the viability of her product before launching it to the overseas market in the beginning of the year.
MySiam will be introduced in the Klang Valley later this month, and be available in selected 7-Eleven outlets, including those at ProJet petrol stations.
Topaz Global Sdn Bhd, a fine food services company, will distribute the products in Malaysia.
The company expects to get MySiam on the shelves in supermarkets later this year with plans to expand into Singapore by the end of the year.
In Malaysia, Topaz will market five dishes under the MySiam brand. The dishes are prawn green curry with rice, sauteed salmon in chilli paste with rice, spicy basil shrimp with rice, garlic and salted prawns with rice and tom yam kung.
The MySiam line of gourmet Thai meals is Topaz Global's first foray into the retail consumer market, having always catered to the food and catering industry.
Thai Union Manufacturing is a subsidiary of Thai Union Frozen Products PCL (TUF), a company listed on the Thailand Stock Exchange.
TUF is Thailand's largest processor and exporter of frozen and canned seafood.
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