Marubeni invests in Win Chance to expand in Southeast Asia’s sauce market | Food Business Middle East & Africa

THAILAND – Marubeni Corporation has completed a strategic minority investment in Win Chance Foods Co., Ltd., a leading Thai condiment and sauce manufacturer celebrating 40 years in business.

The investment is part of Marubeni’s Mid-Term Management Strategy (GC2027), which focuses on building “Strategic Platform Businesses”, ventures that combine growth potential, high added value, and scalability. 

By partnering with Win Chance Foods, Marubeni aims to strengthen its presence in Southeast Asia and India’s fast-growing condiment market, projected to expand at an annual rate of about 8%.

Founded in 1985, Win Chance Foods produces a broad portfolio of sauces, including Western varieties such as ketchup and barbecue as well as Japanese and other Asian flavors. 

The company serves major consumer packaged goods (CPG) brands and restaurant chains in Thailand and neighboring countries, with plans to further develop sales channels in India. 

Win Chance’s database of over 2,000 recipes and its ability to develop tailor-made condiments reflecting current consumer trends have positioned it as a flexible, innovation-driven supplier. 

Advanced manufacturing technologies and rigorous quality controls allow the company to deliver stable small-batch production that meets precise customer requirements.

Win Chance also has a legacy connection to the H.J. Heinz Company, having operated for years as Heinz Win Chance Limited before Heinz divested its stake in 2007. 

Today, the company continues to serve as an exclusive co-packer for Heinz products across the Asia-Pacific region, a reflection of its longstanding reputation for quality and reliability.

For Marubeni, a Japan-based global trading and investment conglomerate operating across food, energy, and infrastructure sectors, the condiment and sauce market is viewed as an attractive growth area. 

Rising incomes, rapid urbanization, and evolving lifestyles are driving broader food consumption in Southeast Asia and India, while globalization is fostering diverse culinary cultures and increasing demand for differentiated seasonings.

Through this partnership, Marubeni will combine its extensive sales network with Win Chance’s manufacturing expertise to deliver high-value-added condiments tailored to local tastes.

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