DKSH brings world-class premium cookies brand, Mrs. Fields to Thailand

DKSH, the leader in Market Expansion Services, headquartered in Zurich, Switzerland, is entering the food retail sector, by introducing the U.S. premium cookie brand, Mrs. Fields to the Thai market. DKSH takes an exciting leap forward for its food retailing business by introducing Mrs. Fields to the Thai market. Mrs. Fields is well known for its freshly-baked cookies and has a 30-year long history in the U.S. market. DKSH Thailand is the exclusive master franchisee of Mrs. Fields in Thailand and opens the first branch in Siam Paragon Shopping Center. “As the leader in Market Expansion Services, the company realized the promising growth potential of this business sector and is expanding into the food retailing business. For Mrs. Fields, DKSH is the exclusive master franchisee in Thailand. We have noticed that there is presently no premium branded cookies in the market and we are filling this opportunity gap. We are confident that we will be able to support Mrs. Fields to build a stronger brand presence here,” says Somboon Prasitjutrakul, global Head Business Unit Consumer Goods and President of DKSH Thailand. Kayvalee Wongprecha, Food Retail Business Manager, Consumer Goods, DKSH Thailand, comments: “In terms of product offering, Mrs. Fields has two different sizes of cookie; Nibblers? Bite Sized Cookie (priced from THB 17 onwards), and Regular Size Soft Cookie which is the brand’s signature product (priced from THB 39 onwards). Besides cookies, Mrs. Fields has other products to meet our customers’ needs, for instance, Fudge Brownies (from THB 89 onwards), Muffins (THB 79), and drinks such as coffee, tea, milk (Hot, Iced, Breezer) retailing at THB 79 to 109, plus many more. “As marketing channels, we have selected premium shopping malls in Bangkok to conform to our brand’s target consumers: working women and modern moms, aged between 20-40 years old, and we provide a comfortable area for our customers to dine in. In the future, Mrs. Fields may extend its retail channels to reach more diversified areas across the country,” adds Kayvalee Wongprecha. About Mrs. Fields Debbi Fields, a young mother with no business experience, opened her first cookie store in Palo Alto, California in 1977. Humble beginnings launched Mrs. Fields into a worldwide celebrity and made her company the premier chain of cookie and baked goods stores. Mrs. Fields offers cookies, cookie cakes, gift baskets, anniversary gifts, birthday gifts and sweet goods for any holiday or celebration across the world. The Salt Lake City-based company now has 250 U.S. locations and 97 international stores. For more information, please visit http://www.mrsfields.com. About DKSH Group DKSH is the leading Market Expansion Services Group with a focus on Asia. As the term "Market Expansion Services" suggests, DKSH helps other companies and brands to grow their business in new or existing markets. Publicly listed on the SIX Swiss Exchange since March 2012, DKSH is a global company headquartered in Zurich. With 650 business locations in 35 countries – 630 of them in Asia – and over 24,000 specialized staff, DKSH generated Net Sales of CHF 7.3 billion in 2011. DKSH Business Unit Consumer Goods is Asia’s leading Market Expansion Services specialist with a focus on fast moving consumer goods, food service, luxury goods, as well as fashion products, and hair and skin cosmetics. The Business Unit’s comprehensive Market Expansion Services extend from product feasibility studies and registration to importation, customs clearance, sales, marketing and merchandising, warehousing, physical distribution, invoicing, cash collection, and after-sales services. With 550 business locations in 23 countries and over 12,500 specialized staff, Business Unit Consumer Goods generated Net Sales of around CHF 3.3 billion in 2011. About DKSH Thailand Since its establishment in Thailand in 1906, DKSH has been a leading player in providing Market Expansion Services for the consumer goods, healthcare, performance materials, and technology industries. Although it is a Swiss company, DKSH is deeply rooted in the local community. This is because the company is able to draw from a tradition, lasting over a century, of doing business in and with the nation. Through its industry expertise and unparalleled experience in offering Market Expansion Services tailored to the specific needs of its business partners, Thailand has evolved into the most important hub within DKSH’s dynamic network. In the region, the Thailand operation serves as a role model in leveraging success stories to other countries. -KP- Click for photo release at www.thaipr.net

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