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.

29 May 2012 --- 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 thre 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.

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.