Heinz builds line with Sinsin deal

SINGAPORE: H J Heinz has made Singapore its regional marketing headquarters and bolstered its presence in the market with its acquisition of Sinsin Food Industries, a local sauce company. The American food giant wanted to better co-ordinate its efforts through the region and chose Singapore because it has a highly skilled work force, efficient transportation and government bureaucracy, according to John Johnson, Heinz South-east Asian area director. Sinsin's brand equity is believed to have played a key role as Heinz is looking to expand beyond ketchup and into Asian sauces. An Asia Market Intelligence (AMI) survey placed Sinsin as one of Singapore's top brands. Sinsin - previously owned by the Tan family - makes chili, soy and oyster sauces. The product range will be expanded and Heinz will be aggressively marketing Sinsin in Western markets where the company has strong distribution networks. In certain markets, Johnson said some products could be dual-branded, with Heinz operating as the umbrella brand and Sinsin as the sub- brand. However, there will be no Heinz branding in Singapore and most Asian markets, where Sinsin is better known. The impact of the takeover on advertising agencies remains unclear at this stage, said Johnson. He said the marketing team will remain unchanged because Heinz intends to retain Sinsin's staff and expertise. Despite the fact Heinz is internationally aligned to Leo Burnett, local independent AdGrand has the Heinz account in Singapore because of its relationship with Heinz distributor Harper's. Sinsin has no ad agency at present, but Heinz is looking to appoint one, added Alison Nightingale, Heinz category director.

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