Manner explores ‘wafer country’ Indonesia for Asia launchpad

By Oliver Nieburg

- Last updated on GMT

Indonesia could kick start our business in Asia, says Manner
Indonesia could kick start our business in Asia, says Manner

Related tags Indonesia

Austrian-based biscuit firm Josef Manner is considering marking its entry into Asia by entering Indonesia, where there is already an established wafer market.

Around 60% of the company’s sales come in export markets, but Manner has not previously been present in Asia in any significant volumes.

‘Time is right’

Dr. Hans Peter Andres, member of the executive board at Manner, told ConfectioneryNews at the recent Asia Choco Cocoa Congress in Singapore: “We realize that the wafer industry there is booming in recent years. There is an important wafer oven manufacturer coming from Austria and I learnt they are selling lots of wafer ovens to this region….We think the time is right.”

“Indonesia could be an interesting market as there is a big wafer industry right now and there are also some goes European companies that work there and seem to be quite successful.”

Local competition

Local firm Orang Tua group is competitive in the Indonesian wafer market with its Tango brand. “There is no clear market leader but it seems as though the OT group is ahead,”​ said Andres.

“In my home country in Austria, we are a wafer country – this means we eat wafers much more than other biscuits and it looks like Indonesia could be similar. If you go to the shelves there you will see one third chocolate and two thirds wafers – wafers seems to be quite big there,”​ he continued.

Andres said Indonesia made more sense than China as wafer products were already widely accepted and could be found in modern and traditional trade.

“The first step would be to look for an importer…but at the moment we are thinking if we should enter and when we should enter and there’s no decision yet. Personally I think it could be interesting to go there,” ​he said.

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