Japan-based House Foods Group will establish a joint venture (JV) with Indonesia’s Sasa Inti called Sasa Housefoods Indonesia which will handle sales of processed foods for B2C (Business to Consumer).
With a registered capital of Rp 10 billion (US$880,000), both House Foods and Sasa will have a share of 49:51 in the new JV.
House Foods will start selling household curry roux through the joint venture in 2023. Curry roux is a mixture of flour, fats and oils, blended spices, seasonings, etc. that is thoroughly heated and then cooled into solid form, and is sold by food companies in Japan.
House Foods aims to grow the Japanese-style curry market in Indonesia by adapting to local needs for example by providing smaller packaged products in an affordable price range.
Sasa Inti manufactures MSG (monosodium glutamate) and powder seasoning. It has an established distribution network particularly in the traditional trade or small-scale provisional stores. The JV with Sasa allows House Foods to promote sales and marketing activities tailored to local markets and channels of traditional trading.
