Asian Food Group

Name

Asian Food Group

Legal name

Asian Food Group B.V.

Website

https://asianfoodgroup.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Asian Food Distribution

NAICS

Packaged Frozen Food Merchant Wholesalers (42442)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro industry

PRIMARYCRAOAAAJ

Ethnic & International Foods Wholesale Distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Food & Beverage Wholesale Distribution

SECONDARYAFAIAIAA

Ethnic Groceries & Shelf-Stable Foods Wholesale

Agriculture & Food Production/Food Distribution & Wholesale/Specialty & Ethnic Foods Wholesale

SECONDARYAFAIAIAB

Ethnic Frozen & Refrigerated Foods Wholesale

Agriculture & Food Production/Food Distribution & Wholesale/Specialty & Ethnic Foods Wholesale

Keywords

• Asian food distribution
• B2B food wholesale
• Specialty food importer
• Frozen food wholesale
• European food distribution

Headquarters

HQ city

Haps

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Wholesale Product Sales: Revenue is generated through the sale of Asian food and non-food products to B2B customers including wholesalers, retailers, food service operators, and hospitality businesses across Europe. The company distributes over 3,500 products including frozen foods, ambient products, and non-food items through their centralized 60,000 m2 distribution center in Haps, Netherlands.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Asian Food Group is a B2B wholesale distributor that supplies authentic Asian food and non-food products to European businesses. Operating from a centralized 60,000 m² distribution center in Haps, Netherlands, the company distributes over 3,500 products across frozen, ambient, and non-food categories to wholesalers, retailers, food service operators, hospitality businesses, and industrial buyers across 35+ countries.

Product overview

Asian Food Group is a B2B distributor of Asian food and non-food products serving the European market. The company operates as a platform combining three acquired companies (Lucullus since 1941, Thai Mas, and Sin Wah Foods) and distributes partnership brands (Kara Coconut, Indomie, Foco, Aroy-D, Sempio, Bibigo, Rubicon, Finna). The product portfolio consists of three main categories: Frozen Products (seafood, fish, meat/poultry, dim sum, vegetables, ice cream), Ambient Products (sauces, pastes, soups, oils, coconut products, preserved items, spices, rice, noodles, beverages, snacks), and Non-Food Products (cooking utensils, tableware, decoration). The company operates an e-commerce online store and order portal (shop.asianfoodgroup.com) alongside the main corporate website, offering promotional sections for Top Deals and Monthly Offers. Products are distributed to over 2500 customers across more than 35 countries from the 60,000 m2 distribution center in Haps, Netherlands.

Differentiator

Problem solved

Functional benefit

Brands

• Lucullus: Authentic Asian gourmet brand offering a wide range of noodles, sauces, soy sauce and more. Named after the Roman general known for elaborate oriental feasts.

Products and services

• Frozen Products Category of frozen Asian food products distributed by Asian Food Group, including prawn/shellfish, fish, meat and poultry, dim sum and pastry, fruits and vegetables, and ice cream and desserts. Sold to B2B customers via the online ordering portal and direct sales.
• Ambient Products Category of non-refrigerated Asian food products distributed by Asian Food Group, including sauces, pastes, soups, oils, coconut products, preserved products, flour, herbs and spices, beans, nuts and seeds, rice, noodles, drinks and beverages, and snacks and desserts. Sold to B2B customers via the online ordering portal and direct sales.
• Non-Food Products Category of kitchen utensils, cookware, tableware, chopsticks, incense, and decorative items for Asian cuisine preparation and dining. Sold to B2B customers via the online ordering portal and direct sales.
• Online Order Portal B2B e-commerce platform for registered business customers to browse the Asian food and non-food catalog, place orders, view promotions and top deals, and manage their accounts. Supports the company's wholesale distribution operations across Europe.

Quantifiable outcome

• 35+ countries served with distribution network
• +3 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and major.

• Sin Wah Foods B.V.coreStrategic or Co-development Partner · 1 May 2022Asian Food Group acquired Sin Wah Foods B.V. (Eindhoven, Netherlands) in May 2022. Sin Wah Foods has been an importer and exporter of Asian products since 1990, supplying food and non-food to customers throughout Europe. The acquisition offered Sin Wah Foods opportunity to participate in market dynamics and consolidation. Director Weixi Kah transferred the company with confidence in the acquisition.
• Thai Mas B.V.coreStrategic or Co-development Partner · 1 August 2021Thai Mas B.V. (Rosmalen, The Netherlands) joined the Asian Food Group in August 2021. The company specializes in import and distribution of authentic Asian food and non-food products with exclusive A-brands from Thailand, China, Singapore, Vietnam, Philippines, Indonesia, India, and Korea. Key exclusive brands include Aroy-D, Foco, and Sempio. In March 2022, Thai Mas and staff moved to the Asian Food Group headquarters and distribution center in Haps.
• Lucullus B.V.coreStrategic or Co-development Partner · 1 July 2020Asian Food Group acquired Lucullus B.V. in July 2020. Lucullus has been active as an importer since 1941 and specializes in high-quality food products and kitchen accessories (non-food) associated with Asian cuisine. The acquisition significantly increased the assortment and allowed Asian Food Group to distinguish itself by responding to demand for oriental products. Directors Rijk Verhoog and Geert Verhoog handed over the company with confidence in the acquisition.
• Indomie (Indofood)coreChannel Partner/ Reseller/ DistributorAsian Food Group is the trusted partner for Indomie (Indofood) products in Europe. They collaborate on brand activations such as the Huishoudbeurs consumer shows with 'Try, Buy & Win' experiences. The partnership has been highly successful, with Indomie becoming a crowd favorite at events.
• Kara CoconutmajorChannel Partner/ Reseller/ DistributorAsian Food Group distributes Kara Coconut products across their European markets. Kara is one of the quality suppliers the company works with, starting from production through to delivery.
• FocomajorChannel Partner/ Reseller/ DistributorAsian Food Group distributes Foco brand products. Foco is mentioned as one of the exclusive A-brands handled by Thai Mas B.V., their subsidiary.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Metro AG: German-headquartered Cash & Carry and food-distribution group operating across Europe with growing ethnic and Asian assortment; competes for the same horeca and retail customers AFG serves but from a much larger broadline base.
• Bidfood: Leading European broadline foodservice distributor (active in Netherlands, Belgium, UK, Germany); comparable to AFG as a wholesale supplier to horeca and food-service operators and a credible alternative for buyers consolidating their supply chain.
• Indofood Sukses Makmur: Indonesian food conglomerate and parent of Indomie - AFG's most prominent brand partner; comparable as a vertically integrated Asian food company with growing European ambitions and the capability to disintermediate distributors.
• Sysco Corporation: World's largest broadline foodservice distributor with global operations; overlaps with Asian Food Group in foodservice/horeca supply and increasingly competes in specialty ethnic categories as it expands European presence.

Direct peers

• TRS Wholesale Co: UK's leading South Asian and broader ethnic-food wholesaler serving wholesale, cash-and-carry, and foodservice customers; comparable to Asian Food Group in B2B ethnic-food distribution with overlapping brand portfolio.
• SeeWoo Group: UK-based Asian food wholesaler and distributor with a multi-temperature warehouse serving retailers, foodservice, and horeca across Europe; directly comparable in product mix, customer segments, and B2B distribution model to Asian Food Group.
• Wing Yip: One of the UK's largest Chinese and Asian food wholesalers and supermarket chains, supplying authentic ingredients and non-food items to retail and trade customers; serves the same ethnic-food B2B customer base as Asian Food Group.
• Asia Express Food: Netherlands-based Asian food distributor with a comparable Dutch footprint and customer mix (retail, foodservice, horeca); a directly comparable regional Asian-food wholesale peer to Asian Food Group.

Emerging players

• Nongshim: Korean food and instant-noodle manufacturer expanding its own European distribution; overlaps with AFG's Korean food offering (e.g., Sempio/Bibigo) and represents both a potential partner and emerging direct competitor for shelf space.
• Ottogi Corporation: Korean food manufacturer with growing international distribution; similar to AFG in the sense of bringing Korean/Asian branded SKUs into European channels, and a potential competitor or partner for Korean product categories that AFG distributes (Sempio, Bibigo).

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=LUDCwdTCFL8&ab_channel=AsianFoodGroupHaps
• Facebookfacebook.com/Asian.Food.Group
• LinkedInlinkedin.com/company/asian-food-group
• Instagraminstagram.com/asianfoodgroup
• TikToktiktok.com/@asianfoodgroup

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Asian Food Group