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Ichitan’s “Bireley’s” brand relaunch in Thailand

After Thailand-based FMCG company Ichitan acquired “Bireley’s”, a trademark brand specializing in fruit beverages, they  selected DKSH as a supplier of key raw materials for their Bireley’s beverage products in order to relaunch the brand in Thailand.

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Business Units

Performance Materials

Business Lines

Food and Beverage Ingredients, Regulatory Affairs

Services

Distribution and logistics, Sourcing

Markets

Thailand

Thanks in part to the strong, proactive teamwork of DKSH’s sourcing, regulatory and supply chain specialists, Bireley’s relaunch in Thailand was a huge success.

Representative from Bireley’s

Challenge

Ichitan sought a distributor with a well-established international supply chain network and with access to hard-to-find ingredients. The distributor would need to be able to provide a sustainable supply of orange juice concentrate and red grape juice concentrate as prime ingredients for their Bireley’s beverage products in Thailand. In addition, they would need to be able to navigate the complex regulatory environment in South East Asia to ensure that the ingredients passed registration in time for the brand relaunch.

With a solid reputation for quality sourced ingredients and with strong regulatory expertise, DKSH stepped up to ensure Ichitan’s needs were met.

Approach

With an unparalleled international sourcing network, DKSH was able to locate and secure the exclusive distribution of an orange juice concentrate from a supplier in California, as well as a red grape juice concentrate from a supplier in Spain. DKSH was also able to drive the registration of these ingredients with record speed thanks to its regulatory specialists on the ground. DKSH has helped Ichitan’s “Bireley’s” brand to increase their market coverage in Thailand.

Result

Ichitan’s brand relaunch of Bireley’s in Thailand was a huge success, thanks in part to the strong, proactive teamwork of DKSH’s sourcing, regulatory and supply chain specialists. While providing a gateway to Asia for two small and medium-sized enterprises on the opposite side of the world, DKSH has helped Ichitan to increase their market coverage in Thailand.

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