LONDON Biscuits Bhd (Lonbisco) hopes to start exporting confectionery products with Disney characters on the wrappers to Hong Kong this year.
Managing director Datuk Liew Yew Chung said the company aimed to market the products in that country before the opening of Hong Kong Disneyland in September.
He said Lonbisco had been exporting to Hong Kong for many years, but the products were previously not packed in wrappers bearing Disney characters.
“In the first agreement signed in 2003, the company was only allowed to market the products with Disney wrappers in Malaysia and Singapore,” he said.
Liew said this at the signing of an agreement with Fun Characters International Pte Ltd (FCI) to renew Lonbisco's status as Disney licensee for two more years. Fun Characters was represented by its manager Vernon Lee.
Under the agreement, Lonbisco could market the products beyond Singapore and Malaysia. Liew said the company was looking at Taiwan and South Korea as potential markets.
He said FCI had agreed to have Lonbisco's wafer biscuits and wafer rolls bearing wrappers with the Disney designs.
Currently, products with the Disney wrappers are cake products, corn rolls and buns.
“Lonbisco is focusing on brand building in the domestic market this year as it has been tied up with production activities in recent years,” Liew said.
The company, he said, would allocate RM1mil to RM1.5mil for advertising and promotion activities this year, including buying airtime for a television programme.
Liew said Lonbisco anticipated that products with Disney packaging would become more popular and help to push up local sales by 15% to 20% for 2005 and 2006.