Richy representing nation with colour and quality

November 30, 2020 | 09:34
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As one of over 100 companies honoured by the Vietnam Value Programme, Hoang Mai P&T Co., Ltd. and its Richy confectionery brand was chosen to represent domestic quality and flavours, thus contributing to further boost Vietnamese-made products in local and global markets.
richy representing nation with colour and quality
Richy representing nation with colour and quality

The Vietnam Value Programme has been a trusted institution for domestic businesses and consumers for many years now. As a local manufacturer of confectionery, Richy hopes to further boost its image through participating in this prestigious programme, which aims to contribute to Vietnamese people gradually preferring products of their home country. With its recognition this year, Richy hopes to reaffirm its reputation among its trusted customers as the main choice for confectionery.

In the past few years, the domestic food and beverage industry has witnessed a dramatic transformation, with many new businesses and products emerging within the market. Along with that, the globalisation and development of new technologies and a more sophisticated logistics system have been creating additional opportunities for many foreign brands to enter the Vietnamese market.

The available variety in designs, flavours, and packaging from a wide range of domestic and foreign confectionery products gives consumers a multitude of choices. To survive in such a fiercely competitive market and conquer consumers’ hearts, confectionery brands need to bolster their quality and reputation.

With modern production systems, machinery, and technology, as well as a broad distribution system across all 63 provinces and cities nationwide, Hoang Mai P&T and the Richy confectionery brand continue to maintain their position in the domestic market, as well as continue to be loved and trusted by consumers.

In 2020, despite the difficulties of the pandemic, Richy continued to foster its domestic market presence and created a highlight with its Karo fresh egg waffles with meat floss, which offer a strangely delicious yet familiar taste that is loved by young and old. Karo waffles were consistently among the top-selling products on e-commerce floors like Tiki during the social distancing period and received favourable feedback from consumers nationwide.

As the Lunar New Year is approaching, and with that a greater demand for consumer and confectionery products across the country, Richy hopes to cash in on this increased hunger for its products. In addition to its domestic products, Richy also continues to offer quality products from some of the world’s leading brands to Vietnamese consumers, such as Lambertz and Coppenrath & Wiese from Germany, Witor’s from Italy, Roshen from Ukraine, and Alfredo from Malaysia.

All these brands promise to bring a sweetened and exciting Lunar New Year to each family. Richy’s Lunar New Year products for 2021 have been significantly changed in design, size, and packaging to appear even more eye-catching and attractive than in the years before. In addition, the flavours of cookies, chocolate cakes, and the Richy’s Merry biscuits all come in a new look that is meant to match with the spring’s atmosphere.

With Vietnam’s growing market economy, globalisation, and the increasing openness in international trade with, businesses like Hoang Mai are presented with countless opportunities, but also rising competition.

As the market is increasingly expanding in width and depth, the number of competitors and their products is too. Richy has been realising this trend is therefore focusing on high-quality products that can strengthen its position among consumers and in the confectionery market.

Founded in 2001, after nearly 20 years of establishment and development, Hoang Mai has now become a prestigious producer and distributor and can count itself among the leading confectioners in Vietnam.

Within the last two decades, Hoang Mai has established three factories with international standards and more than 1,500 employees. The company’s distribution network currently spans over 100,000 selling points spread across the country, and Hoang Mai’s products are exported to over 30 countries.

Putting consumers at the centre, Hoang Mai and Richy aim to improve and perfect themselves, while offering the highest quality and safety standards for its confectionery both at home and abroad.

Being honoured within the Vietnam Value Programme in 2020 fulfils Hoang Mai and its employees with pride and is taken as a motivation and encouragement to constantly strive and go further in the journey of promoting Vietnamese brands in the international arena across all continents.

Richy is confident and committed to offering the very best products at the highest quality to maintain its position among its much-loved consumers and in the confectionery market, thereby contributing to enhancing the competitiveness of Vietnamese brands in the domestic and international market.

By Vy Hai

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