Heinz builds line with Sinsin deal

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