T H E V I TA L INGREDIENT InFood Asia is pursuing ambitions of growth in the Asian FMCG space. Benefitting from the solid experience of Founder, Daniel Saw, we explore the company’s sharp insight into the industry Writer: Phoebe Harper | Project Manager: Kyle Livingstone
We know what the consumer wants.” InFood Asia (IFA) is on the cusp of becoming a major player in the Asian food and drink space. Based in Hong Kong and with a strong presence in Southeast Asia, the fastmoving consumer goods (FMCG) company excels by hand-picking a carefully curated selection of brands centred on both superior taste and nutritional value. As of today, its portfolio extends to high-quality Japanese mineral water, HinoAso, and the biscuit brand, Yumiyo, the former of which was awarded a Gold Quality Award from Monde Selection, Brussels. But for founder Daniel Saw, both this selection and the company’s burgeoning international presence, will only continue to grow. IFA owes its strengths to a wealth of experience, both from the leadership of its founder and the team of various industry experts from across the globe to deliver great and meaningful brands.
180 | APAC Outlook issue 54
Following a career in both FMCG and subsequently moving into the realm of Private Equity (PE), Saw leveraged his industry experience to conceive IFA as it is today to cater to the vital and changing needs of consumers today.
A SOURCE OF QUALITY IFA strategically chose to enter the market with a brand of mineral water, since Asia Pacific represents the largest global market for bottled water. This only continues to grow due to rising health trends, particularly in the wake of the COVID-19 pandemic, as consumers have begun to stockpile bottled water as a safe and accessible drinking source. On top of this growing consumer awareness of health and wellness benefits, market reports such as those of Euromonitor have also demonstrated a shifting preference from the use of water purifiers, to bottled water.
