Parklaan 46 B-2300 Turnhout, Belgium   +32 14 720275


Project Introduction

Astra Sweets, based in Turnhout, is a key player in the confectionery sector and is part of a group of companies that are active in the food sector. In the Netherlands they have a production facility in Harlingen, where Frisia® marshmallows are made. Astra Sweets has grown in recent years into an innovative company that has implemented many new developments. They serve national and international markets with their brands Frisia®, Faam and a wide range of private labels.

Their clients are supermarkets, specialist confectionery shops, drugstores, wholesalers and petrol stations. Astra Sweets'  confectionery assortment includes a wide variety of gums, Pick & Mix, liquorice drops, marshmallows, UFOs and meringues that are sold all-over the world. Astra Sweets is known for its exceptional and superior quality sweets. They endeavour to offer the broadest range of flavour experiences to the widest target audience within the confectionery market, through the sustainable use of production resources and raw materials.


Involvement of Horsten International

Horsten’s involvement comprised of the following services: strategic advice, assistance with the negotiations and selection of Chinese partners, helping with the preparation of an exhibition in China, translation services, set-up of Frisia’s WeChat official Account, preparing all necessary documents to start the trademark application in China and assisting Astra Sweets with the search for and registration of Chinese trademarks.

This was followed by an exploration of the possible business model for Astra Sweets and a comparison of the advantages, disadavantages and budgets needed to execute these different scenarios. Some strategic recommendations and conclusions were formulated, as well as the possible role and involvement of Horsten International into the implementation of the strategic decisions and the project in general.