For over a decade, DKSH Malaysia has continued to support Kewpie Malaysia’s vision to deliver quality products and become a leading brand in the market.
Kewpie Corporation, founded in 1919 in Japan, is a globally renowned manufacturer of food products. With a commitment to quality, innovation, and culinary excellence, it has established itself as a leader in the food industry.
From its iconic mayonnaise to a wide range of dressings, sauces, and condiments, Kewpie continuously strives to delight consumers with delicious and nutritious food options. With a focus on sustainability and social responsibility, it is dedicated to contributing to the well-being of people and the planet.
Challenge
In 2023, as COVID-19 restrictions eased, consumers resumed their busy routines, and dining out became popular once again. With hectic schedules, people cooked at home only occasionally.
The trend of smaller households continued due to urbanization, while growing health consciousness, particularly after COVID-19, influenced consumer behavior. This shift led to an increase in purchases of mayonnaise and salad dressings, as consumers preferred making fresh salads at home using readily available produce.
Approach
In 2023, we partnered with Kewpie to help them expand and diversify their product range, addressing the evolving demands of today's consumers. Our team played a vital role in this initiative by offering valuable market insights and supporting the development of new products tailored to these shifting preferences.
Our efforts included collaborating with the Penang Chef Association and showcasing Kewpie's products at the prestigious Food & Hotel Malaysia Exhibition. We also organized engaging food sampling events and live demonstrations, bringing Kewpie's innovative offerings to life.
With our support, Kewpie not only introduced exciting new products but also strengthened its competitive edge, ensuring that the brand continues to meet and exceed customer expectations.
Result
We played a key role in helping Kewpie expand its reach by securing additional key accounts that had not yet used its products.
Our tireless efforts in promoting the brand among Malaysia's food service professionals earned us the honor of being named Kewpie’s Best Business Partner for 2023, a prestigious recognition of our dedication and success.