Sappe Public Company Limited (SAPPE) signed an agreement with leading Malaysian beverage maker, Power Root Berhad, to enhance the strong points of the two companies in manufacture, marketing, and distribution. The collaboration will allow Power Root to expand its instant coffee business in Thailand while helping SAPPE to increase product sales in Malaysia. The deal is made to build on the business strength of both parties.
SAPPE Chief Executive Officer, Ms. Piyajit Ruckariyapong, said the company has become a business alliance of Power Root Berhad or PWRT:MK, the world’s leading beverage company which is an expert in coffee, tea, chocolate malt, and herbal energy drink. Power Root holds a strong brand in Malaysia and distributes its products to over 40 countries worldwide. Both sides affirmed to expand the businesses, enlarge product portfolio, and increase distribution channels between each other.
Co-Chairman of Power Root Bhd, Tengku Dato’ Setia Putra Alhaj bin Tengku Azman Shah Alhaj, said “The collaboration is the joint force between two beverage giants in Southeast Asia to create great opportunities both in Thailand and Malaysia. Power Root’s Frenché Roast instant coffee was debuted three years ago and received a warm welcome in Malaysia, so, we are very excited that the brand will be delivered to Thai consumers as part of SAPPE’s premium beverage. We are greatly proud that SAPPE has confidence in Power Root by appointing us as the distributor for a global popular drink, Mogu Mogu, allowing Malaysians to have chances to drink this delicious and quality refreshment. We will dedicate ourselves to making this partnership succeed”.
SAPPE CEO added that SAPPE is confident in the partnership with Power Root under the consistent vision of creating and delivering innovative products with high quality to better people’s living. Under the collaboration, SAPPE will be a manufacturer, carry out a marketing, and distribute 3-in-1 coffee Frenché Roast in Thailand. This will allow SAPPE to enter the broader coffee market, covering healthy coffee, and 3-in-1 coffee, worth 20 billion baht. Under the joint venture, SAPPE invests 40 % while 60% belongs to Power Root. Additionally, we also appointed Power Root as the ‘Executive Distributor’ to distribute Mogu Mogu across Malaysia.
“The past success of SAPPE is potential in producing quality products, having strong alliance and proactive marketing that can respond to our target group perfectly, like Mogu Mogu in particular. Our Mogu Mogu brand has been successful in many countries and receive good feedback from customers, thanks to the marketing communication through the world’s famous boyband ‘BTS’, sponsoring K-Drama on Netflix, and building Mogu Mogu to become a lifestyle brand in ZEPETO, which is Asia’s largest metaverse platform.”
“We are committed to creating quality products constantly, along with seeking potential business alliances worldwide to sustainably deliver our items to the consumers both in Asia and the global market,” Ms. Piyajit said.