KUALA LUMPUR (March 12): Frozen food processor Saudee Group Bhd has signed a supplementary agreement with Top Standard Corp, a Hong Kong-based food and beverage group, following the latter’s appointment as a distributor in Hong Kong, Macau and China territories.

The processed frozen food manufacturer expects to work immediately with Top Standard on identifying key market segments in halal frozen meats and halal processed foods to create a new line of ready-to-eat meals.

With China's food market representing a multi-trillion dollar economy, the group said Top Standard has an exemplary track record in fine-tuning cuisine towards the tastes of the Chinese, Hong Kong and North Asian markets.

"Recognising that local flavours and recipes differ greatly from country to country and culture to culture, Saudee Group intends to create an entirely new line of frozen meats, processed food and other processed products for an enormous market under its halal certification.

"The idea for this is to capture not only the halal food markets in greater China but to also cater for the standard palate and culture of the North Asian style," the group said.

It noted that increased hygiene concerns have forced consumers to look at imported food products instead of local manufacturers affected by prolonged lockdown periods.

"Packaged food consumption in China is expected to regain growth in 2021 with busier lifestyles in place to improve the economy," the group said.