Sunsu, known for its konjac jelly, has expanded into spicy konjac snack. The latest products are sold under the Muek Groob brand and comprise konjac snacks with extra mala flavour and original mala flavour. Such spicy konjac snacks are immensely popular in China thanks to their low price and spicy taste.
In Southeast Asia, most of the spicy konjac snacks sold in the region are imported from China. Sunsu’s entry into this segment points to new opportunities, but it is important to ensure the prices stay competitive. The benefit of having local players in the segment is the ability to localise the flavour and taste.
