Swiss Delice on the Orient express
Migros, is to fast track sales of its products to China after a
successful launch last year in Hong Kong.
Confectionery and biscuit manufacturer Swiss Delice is planning to expand into China this autumn after the company's success in launching the brand in Hong Kong last year.
Swiss Delice plans to target China's premium chocolate and biscuit market. The firm's strategy is to launch an array of Swiss Delice products around the time of the country's Mid-Autumn Festival and National Day.
The first city to be targeted is likely to be Shanghai, the most westernised city in the country. The company also plans to penetrate the markets of near-by cities such as Nanjing and Hangzhou.
The second wave will cover other cities in China including Beijing, Qingdao, Tianjin and Guangzhou. The company expects the second wave to be launched during the Christmas/New Year period.
Swiss Delice sees the Chinese confectionery market as one of huge potential. The company is aiming for 50 per cent growth year on year.
Swiss Delice is owned by the Migros group, which has a turnover of more than €13 billion and owns 600 food retail outlets and 15 food manufacturing businesses across Switzerland.
Migros commands a 40 per cent share of the market in Switzerland, making it the country's largest chocolate maker.
The company recently announced plans to launch its premium chocolates in the UK, one of Europe's biggest confectionery markets.
