We help food & FMCG companies from Taiwan, Korea, Japan and Southeast Asia enter the European Union through Central & Eastern Europe — from regulatory feasibility to a signed retail listing.
Most Asian brands fail in Europe not on product quality — but on compliance, pricing structure and retail access. We cover all three.
Fast go / no-go assessment of your product range: EU food law, Novel Food status, additives, labelling requirements, customs & preferential origin (EUR1), and a realistic retail price ladder versus local competition.
Direct commercial negotiation with international retail chains in Central & Eastern Europe — assortment proposal, pricing and margin structure, promo mechanics, logistics terms and annual agreements.
Ongoing key account management on your behalf: importer and distributor setup, sales performance tracking, portfolio optimisation and expansion into additional EU markets once the first listings perform.
Lower listing costs, faster decisions and the same EU single-market access as Western Europe. A CEE listing is your proof of concept for the entire Union.
| Market | Population | Key retail partners | Role in your entry |
|---|---|---|---|
| Romania | 19M | Kaufland, Carrefour, Lidl, Auchan, Mega Image | Primary entry market — direct retail relationships |
| Poland | 37M | Biedronka, Lidl, Kaufland, Auchan | Largest CEE volume opportunity |
| Hungary & Bulgaria | 16M | Regional chains + international banners | Fast follow-on expansion |
| Germany & Netherlands | 101M | Established import & distribution network | Scale-up once CEE proof of concept is delivered |
Product & regulatory audit, landed cost model, retail price benchmark. Clear go / no-go recommendation.
Target channel & market selection, importer setup, pricing and margin structure, localised packaging plan.
Buyer meetings, assortment proposal, commercial terms, listing agreement and first purchase orders.
Sell-out tracking, promo planning, range extension and expansion into the next EU markets.
Asia-Europe was founded by a senior FMCG commercial director with 15+ years of experience running retail and export business for European food manufacturers — negotiating directly with the buying desks of Europe's largest retail chains and managing export operations across the EU and beyond.
We know exactly what a European category buyer needs to see before saying yes — because we have sat on both sides of that table. That is the difference between a beautiful catalogue and a signed listing.
The first step is a short feasibility conversation — no commitment. Share your product range and target ambition, and we will come back with an honest assessment.
contact@asia-europe.eu