Bangkok, Thailand, December 19, 2024 – DKSH Business Unit Consumer Goods, a leading partner for FMCG companies seeking to grow their business in Asia and beyond, enters a strategic partnership with MEDEE Group 2022 Co., Ltd., the producer of ready-to-cook sauces under the brand Pa Lamai. Under this agreement, DKSH will serve as the official distributor of Pa Lamai’s products in Thailand, enhancing nationwide accessibility via its robust general trade network.
DKSH will provide full Market Expansion Services to MEEDEE Group, encompassing strategic distribution, logistics, marketing, and sales solutions. This end-to-end approach, powered by DKSH’s extensive retail network across Thailand and experienced sales team, ensures optimal market coverage and business growth for the Pa Lamai products. This strategic collaboration will expand Pa Lamai's market reach while reinforcing DKSH's role as a trusted enabler of business growth in Thailand's dynamic food sector.
The Pa Lamai product portfolio includes offerings such as Pad Krapow (Basil Stir-Fry) Sauce, Fried Rice and All-Purpose Cooking Sauce, and Black Pepper Sauce. Designed for convenience, these sauces allow consumers to prepare meals effortlessly without additional ingredients, guaranteeing consistent taste rooted in authentic Thai recipes. Notably, the fried rice and multi-purpose cooking sauce were recently nominated for the “International Innovation Awards 2024”, reflecting the brand’s focus on developing innovative, high-quality solutions for modern consumers.
Damien Morot, Vice President, FMCG, Thailand & Laos, commented at the signing ceremony where the partnership was formalized: “This partnership demonstrates our commitment to growing Thailand’s dynamic ready-to-cook assortment. Our deep understanding of Thai consumer preferences, combined with our proven capabilities in brand building and distribution, positions us to effectively expand Pa Lamai’s market presence. We will ensure Pa Lamai’s authentic Thai sauces are readily available to consumers nationwide through our extensive distribution network”.
“The ready-to-cook sauce market continues to grow significantly, with annual growth projections of 12 to 15%, particularly among working individuals and modern families who prefer ready-to-cook meals. These products come with prepared ingredients and seasonings, offering unmatched convenience and speed, which are essential in today’s fast-paced world,” said Mr. Anusat Srathongvian, Managing Director of MEDEE Group 2022 Co., Ltd.
This collaboration underscores DKSH’s continued role as a key growth partner for brands across Asia Pacific. By combining MEDEE Group’s vision for innovation with DKSH’s proven capabilities in market expansion, Pa Lamai is now set to become a household name for Thai consumers nationwide.
