Dai Phat Food has officially launched the Huang Fei Hong peanut brand in Vietnam through a strategic cooperation agreement. The company will serve as the official importer and distributor, directly sourcing products from the brand owner, Yantai Shinho Enterprise Foods Co., Ltd (Jinan Branch - China). Huang Fei Hong, known for its mala spicy peanuts, is a popular snack with a distinct cultural flavor, available in over 40 countries and territories.

Huang Fei Hong peanuts are officially distributed at Dai Phat Food store systems. Photo: Dai Phat Food

This official distribution addresses previous supply chain inconsistencies, which saw products reaching Vietnamese consumers through unofficial channels. The move is expected to enhance market transparency regarding product origin and ensure consistent quality.

The Dai Phat Food delegation takes a photo at Yantai Shinho Enterprise Foods Co., Ltd during a meeting and cooperation exchange program. Photo: Dai Phat Food

Dai Phat Food, a Taiwanese-invested enterprise, boasts nearly three decades of experience in the food, confectionery, packaged goods, and gift sectors. With distribution systems established in TP HCM, Da Nang, and Bac Ninh, the company is strategically evolving from a mere supplier to a partner in developing imported brands.

The cooperation agreement commits both parties to ensuring stable supply, maintaining quality standards, and developing a nationwide distribution network. Becoming the exclusive distributor expands Dai Phat Food's product portfolio and reinforces a commitment to consumers for genuine, traceable goods. This partnership also advances their strategy of cultivating a selective imported goods portfolio. A Dai Phat Food representative noted that combining their distribution strength and market understanding with Huang Fei Hong's recognizable brand and distinct flavor is expected to broaden the product's customer base. "Huang Fei Hong has advantages in flavor and brand story, while we possess strengths in distribution and market understanding," the representative emphasized.

The official distribution signing ceremony between Dai Phat Food and Huang Fei Hong peanuts marks a strategic cooperation milestone in the Vietnamese market. Photo: Dai Phat Food

Thai Anh