Sun Group diversifies into ready-to-cook segment

Thai poultry producer and exporter Sun Group has diversified into the fast-growing ready-to-cook and ready-to-eat meals segment.

Sun Group was attracted to the strong growth of TV dinner products and ready-to-cook items, with more than THB10 billion (US$301.2 million) in value per year. Prasert Janpisaeng, managing director of Sun Group Prosperity Co, said that the company plans to spend THB20 million (US$602,600) to build brand awareness.

The group will introduce its ready-to-cook and ready-to-eat TV meal recipes under the Kinsun and Gosun brands.

Chief executive Pornchai Charnmanee said the Kinsun brand will offer more than 20 entree menus. The channels of distribution cover Home Fresh Mart outlets in The Mall, Big C, Tesco Lotus, Villa Market, Jusco, Max Valu, Tang Hua Seng and 108 Shop. The Gosun brand will be targeted mostly at hotels, restaurants, food stalls and schools.

Sun Group had exported chicken products for 18 years, mainly to Japan and the European Union.