Heinz Targeting Fragmented Soy Sauce Market

Heinz is one of a number of American and European food companies that regard China as a tantalising opportunity. This is the case despite the current economic slowdown, which should not detract from the outstanding long-term opportunities the Chinese market offers. Heinz is best known for its iconic tomato ketchup brand, but this is a sector that is only worth about US$200mn per annum in sales according to the FT , which in the scheme of the overall food industry and compared with soy sauce, which is believed to generate about US$4bn per annum, is not particularly significant. Therefore, Heinz's venture into soy sauce, which remains a fragmented market according to HeinzCEO William Johnson, will open up some interesting opportunities.

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