Kraft Heinz APAC Exports wins in the condiments category at Asian Export Awards

The company won in the large corporate division for ABC Soy Sauce.

Singapore Business Review and Hong Kong Business hailed Asia's leading exporters and their award-winning products and services at the recently concluded Asian Export Awards 2019.

On its second year, the Asian Export Awards lauds exceptional products and services that have remarkably enhanced a company's business in the regional export scene.

This pinnacle event for Asia's best exporters is open to two divisions—the large corporate for big companies with group turnover of over $300 million and the local champion for small or medium-sized enterprises.

Kraft Heinz APAC Exports clinched the Asian Export Award in the condiments category under the large corporate group, thanks to ABC Soy Sauce.

Sweet soy or kecap manis (“kechup manis”) is widely considered as a main ingredient in everyday dishes in Asia. However, each country has different yet similar characteristics. Indonesia prefers its soy sauce thick and sweet, which has been sold in Malaysia for years.

To cater to the relevant taste of Malaysia’s pallet for Soy, which is thin sauce and savory, Kraft Heinz APAC Exports launched ABC Kicap Manis (yellow label) in 2018 to be able to compete with other strong local brands.

Looking to rekindle Malaysia’s love for home-cooked meals, ABC Kicap Manis created a campaign called “Irresistible meal” to encourage women to cook more during Ramadhan instead of the traditional idea of buying mediocre takeaway food.

The company said that this campaign was supported in full deployment, with social media coverage, TV placement and massive point-of-sale displays across Malaysia.

As a result, total ABC Soy Sauce sales grew by double digits and achieved the highest market share ever.

“Launching ABC Kicap Manis in Malaysia is a great example on how committed we are to our vision and values, putting our Consumers First and delivering relevant innovation tailored for each market.” concluded Mr. Joao Gabriel Leitao, Managing Director of ASEAN, India, Hong Kong and APAC Exports.

“We are very excited with this launch, where it has been developed by strong project team from multi-countries and cross functions across region. This project was carefully crafted to ensure the delivery of the mix of the right formula, packaging, promotion and road to market,” concluded Mr. Gabriel Melo, General Manager of ASEAN, Hong Kong and India.

The Asian Export Awards 2019, co-presented by Singapore Business Review and Hong Kong Business, was held on 28 November at Shangri-La Hotel Singapore.

This year's nominations were judged by a panel consisting of Chong Cheng Yuan, Partner & Industry Lead, Industrial Manufacturing at RSM; Kuntha Chelvanathan, Partner Supply Chain and Operations at Ernst & Young Advisory Pte Ltd; James Elsom, Executive Director, Corporate Finance Advisory at Deloitte Asia Pacific; and Cheng Soon Keong, Director, Corporate Advisory Services at BDO LLP.

If you would like to join the 2020 awards and be awarded as one of the most outstanding exporters in Asia, please email Jannie Beduya at [email protected]