SUNFRIEND CORP. by UN-TONED lab

lollipop

N U S D N E I FFRRIEND uit

dried fr

beer e beverag

nuts snacks

ice crea

友上自來 iend r 味 f n u S 美上等Premium Products by

YOUR IEND R F T S BE

目錄 006 010 012

contents

我們的歷史｜上友經營里程碑

我們的觸角｜品牌經營遍及全世界我們的優勢

守護品牌，是家族的使命感

引領食尚，進口全球 3000 多種產品吃貨幫派

020

上友。 —

022 026

034

040

量身打造，為代理品牌加值我們的品牌

製程 MIT，開發自有、授權產品我們的理念

堅持品質，只賣自己吃的產品我們的通路

共創雙贏，與通路一起成長

創新通路，團購、社群力量大我們的選品

用心良品，消費者值得更好的看準趨勢，把零食當時尚賣我們的策略

把代理品牌當自己品牌經營

CASE 01 美味星棒棒糖 054

CASE 02 德國熊啤酒我們的新據點

從台北到上海，把上友精神傳出去

相信自己產品，也讓消費者相信上友做足市場調查，擬定全新經營策略

管理經銷商，尋求最好對策共創三贏

062 064

創新行銷搶曝光，深入新文化第一線我們的新事業

開發授權市場，粉紅豬小妹超人氣全品類產品應有盡有

客廳到廚房、食材到食品，都有上友的蹤跡

SUNFRIEND 3

吃貨幫派上友。 — 4

只有自己願意吃的食品，才可以賣給消費者。

上

友公司（Sunfriend）自 1991 年成立以來，

始終堅持「只有自己願意吃的食品，才可以

賣給消費者」。

成立逾 20 年，專營進口食品起家，代理世界各

國產品，也開發高質量商品，用最好的原料，才能

做出最好的產品，不僅要食的安全、健康，更充滿食的樂趣。上友不僅與世界美味深度交流，也把在地的優質產品營銷世界，創造屬於台灣的享樂慢活新食尚。

We only sell to consumers what we are willing to eat. Our vision is to provide safe, healthy and JOYFUL

been specializing in import foods and

product for the publics and that's the reason why

licensed brands we found around the

we do not sell what we would not eat to the

world. Moreover, we have also managed to develop

customer. Besides selecting snacks with high

our owned product lines based on the principle that

quality, we have the responsibility to be ahead of

it is only with the high quality of ingredient could

the trend, providing the best product with

result in a product with the best quality.

Sunfriendâ&#x20AC;˛s spirit and promote Taiwan to the world.

SUNFRIEND

unfriend was established in 1991 and has

我們的歷史

Our History

經營里程碑

2018

從零開始

新品類增加

上友經營近 30 年，從台灣拓展至上海

• 翡雅氣泡水新品項成功在全通路上市

• 與愛奇藝合作，取得《中國有嘻哈》節目授權

吃貨幫派

2012

與新光三越配合日本物產展

成立上友上海分公司

本在地特色商品 , 從與民間廠

與台灣全家超商合作，

上友。 —

與日本各縣政府配合推廣日

經營大陸市場

商配合拉高層次至政府單位

進行品牌代工業務

的推廣計畫

代工全家超商品牌啤酒

2010 代理德國熊啤酒

與德國知名大廠 BEAR BEER 簽署代理

契約 , 並於當年度正式將商品引進 7-11 與 7-11 開始合作

7-11 為台灣最大連鎖通路

1991

1990s

1997

1998

1999

上友公司成立

正式成為通路供應商

平行輸入進口商蛻變

進口觸角由亞

進口商角色與迪化街

型賣場合作

代理印尼、泰國、越

代理義大利巧

以台灣商品中盤商與等批發商店合作

與家樂福、頂好等大

為專業進口代理角色南等國知名大廠

洲跨足歐洲克力品牌

2017

2016

開始授權業務

增加冷凍食品新品類經營冰淇淋與起司等冷凍商品

進軍上海全家與 7-11

上海通路包含高級超市、便利商店、電影院等多元化通

「粉紅豬小妹」為第一個授權開發商品美味星棒棒糖與 SONY 歌手 J.Sheon 音樂合作推出單曲

熊啤酒聯名活動，開發戶外用品

上海合作夥伴超過百家，美味星棒棒糖深受中國市場喜愛路，為代理商品尋找適合定位與市場。

贊助各類世界級活動贊助世界級電音活動（ Road to

Ultra）、美麗佳人裙擺澎澎路跑活動

2015 SUNFRIEND

上海 SIAL 展、簡單生活節

為經營上海市場，積極藉由展會與活動打開知名度代理美國銷售冠軍棒棒糖 Original Gourmet

剛上市即在全家便利商店三千家店獲得佳績，年銷售突破百萬支

2009 網路時代來臨，開啟與三大網路通路合作之旅供應 yahoo、PChome、7net 等網路通路日本進口品與經營台灣上友自有品牌松青超市轉型，以日本進口商品為提升店格號召社區生鮮超市趨勢，由上友提供貨源與精選品項，松青超市零食類業績提高一倍

2001 上友自有品牌創立

正式轉型成精品百貨日本進口食品供應商

總進口品項突破 3000 樣

2003 進駐各大百貨精品超市

高級超市 Jasons 主要供應

商，與新光三越、 SOGO 等百貨合作

項

我們的歷史

Our History

經營里程碑從零開始

上友經營近 30 年，從台灣拓展至上海

2018

2017

Adding new product lines. Aqua Filette is sold to all retail channels. Cooperation with Iqiyi and acquisition of‘The Rap of China’TV program authorization.

2012 吃貨幫派

上友。 —

Cooperation with SHINKONG MITSUKOSHI to hold Japanese local product fair. Merchandising and promoting local specialities in collaboration with Japanese governments, raising the level of partnership.

Extending operation in the Chinese market. Cooperating with Taiwan FamilyMart for licensed items and OEM beer. FamilyMart Collection branded beers (FMC)

2010 Sunfriend obtain the distributor rights of Bear Beer Signing sole distributor contract with known brewery (Harboe), and introducing the brand into 7-Eleven at the same year. Cooperated with 7-Eleven 7-Eleven is the largest chain among all CVS channels.

1991

1990s

1997

Sunfriend was established. Dealing business with local wholesalers and retailers in Dihua Street as reseller and importer

Officially became channel supplier. Collaboration with hyper channels such as Carrefour and Wellcome.

1998

1999

Transformed from importer to professional distributor. Became an agent for famous brands like MANORA, Koh-Kae and MAMA.

Started to set foot on European product lines. Distributing Italian chocolate brand as a start.

Starting licensed business. "Peppa Pig" is the first licensed product series.

Entering Shanghai's CVS channels (FamilyMart and 7-Eleven) Collaboration with singer J. Sheon to release a single for Original Gourmet's lollipops Co-branding campaigns with Bear Beer and developing outdoors products.

2016 Adding new frozen-food items to our product lines. New items such as ice cream and cheese. Have over 100 + partners in Shanghai, and increasing OG lollipop's popularity in Chinese market. Shanghai channels: premium supermarkets, CVS, movie theaters, specialty stores, and continuously seeking for market opportunity for licensed products. Sponsoring world-class campaigns For example, music festivals (Road to Ultra), and“Pink Run”event.

2015 SUNFRIEND

Promoting company awareness by participating in trade shows and events. Acquisition of the distribution rights to sell the US top-selling lollipop brand“ Original Gourmet”in the greater China area. The first annual sales reached over one million lollipops on launching 3000 stores in FamilyMart.

2009 Cooperation with 3 top online platforms in Taiwan. Supplying both house brands and imported products from Japan to Yahoo, PChome and 7net. Matsusei has changed its strategies to focus on imported products from Japanese. Because of the products supplied by Sunfriend, the sales volume of snacks has doubled in regional supermarkets.

2003 Engaging with high-end and upmarket supermarkets. Sunfriend became Jasons's main supplier as well as started to operate with SHINKONG MITSUKOSHI and Sogo department stores.

2001 Developed Sunfriend's house brand product lines. Transformed from whole sales to highend department stores and focusing on Japanese products. Reached more than 3000 items from different kinds of imported foods.

項

我們的觸角

Our Business

品牌經營遍及全世界從英國到巴西，

只要有好產品，我們就會在那裡

吃貨幫派上友。 — 10

歐陸

Europe 英國、德國、波蘭西班牙、義大利、希臘、土耳其（左至右） UK、Germany、Poland、Spanish、Italy、Greece、Turkey

亞洲

SUNFRIEND

Asia 中國、韓國、日本泰國、越南 China、Korea、Japan、 Thailand、Vietnam

台灣

Taiwan

美洲

America 美國、巴西 USA、Brazil

吃貨幫派

上友。 —

SUNFRIEND

大優勢讓上友奠定市場地位

Our ADVANTAGES

守護品牌價值 • 引領食尚 • 為產品重新定位

1 A dv

a n t ag e

吃貨幫派

上友。 —

從

守護品牌，是家族的使命感 Guarding the Brand is our Family Mission

一九八二年開始，上友就致力把全世界的美食帶進台灣食品市場，能有今天的成績，董事長龔明湘靠的就是積

極與人交朋友的態度。

食品產業是代表一個地區文化的產業，歐洲、

日本有許多食品公司都已經是經營數代的家族企業與老字號商家，它們堅守對產品的堅持，得以將事業做得長長久久，也因此更喜歡與同樣是家族企業的上友合作。

不像一些執行專業經理人制度的企業，執行長經

營一任兩、三年就下台離開，家族經營總是負有一種

使命與責任。而上友的第二代從小耳濡目染，跟著

父母到處看展貼身學習，不但熟悉零食產業，也習慣接觸客戶，讓許多客戶更有信心將產品交給上友。

目前上友第二代已經接班，在公司擔任不同職

務，每個人都有自己的專長，在事業上互助互補，不但讓公司呈現嶄新面貌，經營版圖也逐漸擴大。如今代理的品牌遍及亞洲的日本、韓國、越南、泰

國，美洲的美國、巴西，以及歐洲的德國、義大利、

英國、波蘭、希臘與西班牙等國，總數超過上千家，就好像在世界上結交上千位朋友。

做生意就是要交朋友，是上友的 DNA，也是上友「尚好的朋友」由來。

Doing business means making friends with Sunfriend; it is part of our brand DNA and also why we name our brand as‘Sunfriend′.

only have we acquainted ourselves with the snacks

ourselves to bringing the world′s gourmet

retailing sector but we are accustomed to

foods to Taiwan′s foods market. The key

maintaining good relationships with our customers.

to accomplishing our achievements today, as

As a result our customers can hand their products

embodied by our CEO Kung Ming-Hsien, is we do

to Sunfriend with great confidence.

businesses the way we make friends. The food industry is an industry that stands for a

Currently the second generation of Sunfriend have taken up running the business and assumed

regional culture. Many foods companies are

various positions in the company in accordance with

generation-old family concerns and old companies.

individual′s expertise, complementing for and

The qualities these companies insist to safeguard

assisting each other. The second generation not

for their products are the reason for the longevity of

only have led corporate makeovers but have

their businesses. For similar reasons these family-

expanded our existing operation. We license brands

run business enjoys to do business with Sunfriend,

from Asia to the Americas, and to Europe: Japan,

which is also a family-run foods company.

South Korea, Vietnam, Thailand in Asia; the United

Our CEO has a strong sense of mission and

States and Brazil in Americas; and Germany, Italy,

responsibility that might not be felt from businesses

the United Kingdom, Poland, Greece and Spain in

who appoint their professional executives and these

Europe, etc.. Our licensed brands have now grown

executives might leave the post after two or three

to the number of over a thousand and it feels as

years. The second generation of Sunfriend grew up

though we′re making thousands of friends all over

with the business – we have toured around the

the world.

business exhibitions with our parents; therefore not

SUNFRIEND

ince 1982 Sunfriend has dedicated

2 A dv

a n t ag e

吃貨幫派

上友。 —

上

引領食尚，進口全球 3000 多種產品

友專注華人食品市場，已經累積近三十年經驗，除了以敏銳的觀察力，搶先掌握市場脈動，多年來培養出的獨

家選品眼光，引進各國優質產品，不只提升進口食品的水準，也讓台灣與國際同步接軌。

現在，上友每年進口世界超過 3000 種以上的產

品，餅乾、果乾、醬料到飲料，只要在廚房、客廳， 16

可以看到的食材、零食，都有上友進口食品的蹤跡。在早年的台灣，進口商品代表著高品質，上友自

零食是一種生活 style，能增進生活的愉悅和滿足。隨著台灣生活越來越富裕，零食不再是早年的奢

侈品，而成為人人都消費得起的生活調劑品，甚至是個人品味，上友開始引進更多樣化的產品，提供愛嘗鮮的台灣消費者有更多選擇。

因為進口成本高，代理商除非很有把握，通常只

迪化街等批發商店的中盤商與進口商起家，雖然市

會選擇基本款，確保大眾接受度高，而這也成為上

上，但上友先從未開發的品牌開始，同時藉由平行

產品中選出特殊口味或者限量商品，一鳴驚人。

場上許多知名大公司產品的代理權在其他公司手輸入的方式引進台灣沒有販賣的獨特商品。

友的機會，憑藉著對市場的敏銳嗅覺，總能在茫茫

這樣的策略讓上友持續成長，將產品打入精品

店、連鎖百貨超市、量販店、便利商店，也從日系零食開始，陸續引進東南亞、歐洲、美國等地的商品，突破味覺想像的藩籬。

上友認為，零食不只是休閒食品，更是一種生活

style ，必須能增進生活的愉悅和滿足，以最高安

全品質把關，致力於提供更多的營養的食品。期盼消費者從嗅覺、味覺到咀嚼，放心地體驗食物帶來的豐富口感，在獨處、家裡、聚會、上下班時，可以拿著一包零食、一罐飲料，在紓解壓力或放鬆的同時，為生活增添滿滿的活力。

Lead the food trend; Import more than 3,000 products from all over the world

unfriend has focused our business on the food industry in the Chinese-speaking world and thereby have accumulated

business experience for nearly 30 years. When it

As life in Taiwan has become more and more prosperous, snacks are no longer the luxury goods of a bygone age. Snacks right now have become something that perks up people′s life

identify the market trends in advance with our astute

while being affordable for everybody. At times

observation, we have the unique knack for picking

snacks are even seen integral to personal taste.

the quality products from all over the world. Not only

Following from this trend, Sunfriend begins to

have we improved the standard of imported foods

import a wider variety of products, offering more

but also connected Taiwanese foods market with

options to consumers who get a buzz out of

the world.

tasting refreshing products.

Now every year Sunfriend imports over three

Due to the high importing costs, licensees,

thousand kinds of food products from all over the

unless exceptionally confident of their choices,

world. Our import categories range from biscuits,

tend to license merely the staple types of food to

dried fruit, source to drinks. The foot prints of

ensure public acceptance. But this conservative

Sunfriend′s imported foods can be spotted from

market attribute is precisely Sunfriend′s

your kitchen to your living room in all the food

opportunity to enter the market. With our shrewd

sources and snacks.

business acumen, we have an unusual good nose

Before the 80s, imported goods in Taiwan stood

for unique tastes or limited-edition products so

for high quality products. Sunfriend also have roots

that we can always pick the right ones from

in that context, working as a supplier and importer

umpteen product choices.

for the wholesaler on the Di-Hua Street, an area

This strategy has kept Sunfriend growing. We

famed for imported food products and dried foods.

have started to sell our products at boutique

Although back then many famous brands were

shops, chain supermarkets at department stores,

licensed by other companies, Sunfriend started with

hypermarkets, and convenience stores. Starting

untapped brands by selling unique goods that

with Japanese snacks, we now import products

SUNFRIEND

comes to importing overseas foods, not only do we

hadn′t been sold in Taiwan through parallel import.

3 A dv

a n t ag e

量身打造，為代理品牌加值

Tailor-made marketing Adds value to our licensed brands

吃貨幫派

上友。 — 18

隨

著上友在台灣進口市場的市占率節節

宣傳與教育消費者更多食的文化。從進口商到成為

多廠商肯定，願意指定上友為台灣或

理商品做更多的加值，深獲品牌與消費者好評。

上升，在市場上的表現與專業受到更

大中華的品牌代理商，代理產品遍及世界各地。

品牌代理，讓上友有了更多發揮空間，也為這些代重新定位代理商品，採用最適合的行銷與廣告策

代理商就像是品牌製造商與消費者的橋樑，不只

略，就像上友將美國暢銷的美味星棒棒糖在地化，

了，還需要因地制宜，為這個品牌和產品量身打造

品般用特殊貨架陳列，更結合流行音樂、影視宣

是將商品從國外進口到台灣市場，只要賣掉就好最適合的銷售方式。

像是根據在地的環境、生活、飲食習慣，對產品

製造與包裝等進行調整，也必須藉由行銷與廣告來

把國外一大桶一大桶落地賣的棒棒糖，變成像是精傳，挖掘商品全新面向的特質。不但讓消費者欣賞到優質的商品，也讓國外食品原廠打響品牌。

「好食品不該被埋沒。」這是上友的期望。走遍

世界各地，每個地方的食物都有各自特色，與當地的風俗民情息息相關，或許有些食品初嘗時覺得新奇，但是越嘗卻越有味道。上友不僅將這些最新流行的商品引進，帶著台灣人的味蕾一起進階升級，

更重要的目標是「為這些食物找到屬於自己的舞台」。

好食品不該被埋沒，要為這些食物找到專屬舞台。

from Southeastern Asia, Europe and the States,

fully experience the rich olfactory experience

etc., breaking the barrier of our taste buds and

released through chewing, an sesory experience

palates.

offered by our palatable foods with peace of

Sunfriend believes that snacks are more than

mind. Our customers should be able to chill out

food between meals; they are part of a life style.

with a pack of snacks and a bottle of drinks in

Therefore snacks should be able to jazz up the

their hands no matter where they are: in solitude,

fun and bring a sense of satisfaction to life. We

at home, at parties, at work, after work. At the

dedicate ourselves to offering more nutritious

same time snacking should bring abundant zing

foods whose safety is watched over with the highest quality. We expect our customers can

Good foods should‘t be ignored; we find the personalized platform for these foods. s our market share grows bigger and

through marketing and advertising campaigns. From

bigger in Taiwan′s imported food and

being an importer to a brand-licensee, Sunfriend

drink markets, Sunfriend′s professionalism

now has more room for innovative marketing,

has been recognized by more manufacturers. We

thereby adding more value to these licensed goods.

are thereby appointed by the manufacturers to be

Our efforts have been recognized by the brands and

their brand licensee in Taiwan or the greater

consumers alike.

Chinese-speaking market. We license products across the globe. Licensees are the bridge between brand

One of our marketing strategies is to reposition our licensed goods, choosing for them the best marketing and advertising campaigns. For instance

manufacturers and consumers. Licensees do not

Sunfriend has localized Original Gourmet lollipops

simply import goods from abroad and see them to

that are popular with American consumers. We

Taiwan′s markets; they need to tailor the best

transform the lollipops from the pick-and-mix selling

bespoke marketing strategies for the brands and

by bucketfuls into boutique goods with our

products to cater to local tastes.

customized display holder. In campaigning for the

For example, we adjust our product

products we utilize popular music and visual

manufacturing and packaging based on our

promotional gigs. We further discover the latent

knowledge of the local environment, life and diet

quality in our product. In doing so, not only have we

habits. At the same time we promote and educate

enabled consumers to appreciate the quality

our consumers about more diverse food cultures

product but we have increased the visibility of

SUNFRIEND

to our costumer′s life.

我們的品牌 Our House Brands

製程 MIT，開發自有、授權產品

吃貨幫派

MIT Procedure, In-house Development, Licensed Products

上友。 —

從

2008 年開始，上友創立自有品牌，希

望能汲取多年來進口食品的經驗與專

業，發揮台灣食品的強項，將「台灣原

料、台灣製造」的優質零食推廣到世界各地。

像是台灣擁有「水果王國」美稱，當季的水果鮮

甜誘人，也讓外國旅客們印象深刻，既然如此，那

麼「台灣水果製作出來的果乾，理應比東南亞強。」本著這樣的信念，上友直接與農民合作，打破以往使用即將壞掉的水果製成蜜餞，而是將新鮮水果製成果乾，不僅無須添加不必要的化學物質，更能吃到成熟果實裡的胺基酸及養分。「裹甘」系列產品就此誕生。自此之後，上友更接連推出嚴選的堅

提升市場對於食品的想像，也帶給消費者更多味覺的感動。

Elevating the market′s imagination about food while bring more gustatory sensations to consumers

果、梅片、蘇打餅等產品。

品市場數十年經驗，為大陸的食品市場帶來不同的

場。像是家有幼幼班孩子的家長最熟悉的「粉紅豬

可以看到上友食品的蹤跡。

繼開發自有產品，上友更開始嘗試授權產品市

小妹」（Peppa Pig），其實這是英國製作優質的學

味覺體驗。踏實經營至今，如今在內地各個省分都上友從進口食品起家，陸續跨足代理食品、創造

齡前卡通，是孩子界的大明星。上友希望能結合粉

自有品牌、開發授權商品，到前進上海，一路走來

場，也製作更多親子能共享的優質食品。

品，更多的是提升市場對於食品的想像，也帶給消

紅豬小妹的親切感與良好形象，打開新的親子市

2014 年，上友成立上海分公司，帶著在台灣食

跟隨著台灣食品市場的變化而轉型，不只是引進食費者更多味覺的感動。

licensor brand in Taiwan. ‘Good food should not be ignored′ is Sunfriend′s

foods may have that zing tang at first bite but grow in flavor with further tasting. And Sunfriend not only

expecation. We have travelled all over the world and

introduces these trendy foods to upgrade

have found unique flavors in all the local foods that

Taiwanese′s palates but our most important goal is

are deeply associated with the local customs. Some

to ‘find a personalized platform for these foods′.

rawing on our many years′ experience

with pre-school kids must know Peppa Pig well;

and professionalism of importing foods

Peppa Pig is a British TV animation series catered

and the strength of Taiwanese food,

for pre-school children. The protagonists of the cartoon series are the superstars in children′s world.

and aspires to promote quality snacks that are

Therefore, teamed up with Peppa Pig′s friendliness

‘made from Taiwan and made in Taiwan′ to all

and positive image, Sunfriend therefore wishes to

corners of the world.

open up a new parent-and-children market, and

Taiwan is often crowned as the kingdom of fruit. Our seasonal fruits are fresh, sweet and enticing; they often leave a favorable impression on tourists

make more quality food that can be shared by parents and children together. In 2014 Sunfriend has opened its Shanghai

from abroad. As such, we believe that ‘dried fruits

branch. With our decade-long experience in

made from Taiwanese fruits should have competitive

Taiwanese food market under our belt, we believe

edge over those made in southeastern Asia. With

that we can bring different gustatory experience to

such faith Sunfriend collaborates directly with our

the Chinese food market. Having worked steadily

local farmers. Instead of the old custom of utilizing

and practically, now Sunfriend foods can be seen in

fruits past their sell-by date, we make dried foods

all Chinese provinces

directly from freshly-picked fruits. Thus, not only can

Sunfriend builds its enterprise on the bedrock of

we avoid using unnecessary chemical food

food import, then expands gradually into licensed

addictive, we can eat the protein and nutrition in

food brands, developing house brand, exploring

mature fruits. There the ‘Fruity Sweets′ series are

licensed products, and now moves into the

born. Following on that, Sunfriend has launched,

Shanghai market. Every step of the way we have

back-to-back, our house-select nuts, plum tablets,

transformed our business model in the wake of the

soda crackers, etc..

change of Taiwanese food market. We now do more

Apart from developing house-brand products,

SUNFRIEND

since 2008 Sunfriend has created our house brand

than simply importing foods; we elevate the

Sunfriend even makes the first attempt in the

market′s imagination of foods and bring more

licensed products market. For example, parents

gustatory sensations to customers.

我們的理念 Our Beliefs

堅持品質，只賣自己吃的產品

Quality insistence: we only sell what we eat 吃貨幫派上友。 —

只

「

有自己願意吃的食品，才可以賣給消費者，」是董事長龔明湘最常講的一句話，也是上友的信念。

因此，上友只與願意投入資本、技術與用心生產

好商品、把好東西傳遞給大眾的公司合作；更堅持 22

唯有用最好的原料，才能製造最好的產品，因此對於自製商品，更是要求保留食材的自然原味。

對於產品堅持的理念，也在代理品牌客戶身上可

見，讓許多老字號商家都願意與上友合作。例如

1910 年創立的日本扇屋食品，現任的社長與會長

都超過 70 歲，就是因為認同不求賺快錢，在意的

是持續提供好產品，才能永續經營的理念，而將代理權交給上友。

近年來，各種食品安全問題層出不窮，都在在顯

示現代人越來越注重飲食安全。但對上友而言，提供安全、健康的食品是最基本要求，在這之上，更希望進一步提供充滿樂趣的食用體驗。

上友自許就像一間廚房，把這些不同的生活材料

加以烹飪，悠閒午後、歡樂聚會、溫馨晚餐通通可以入菜，讓各項食品能以最適合每個人的方式，進入你的生活。

e only sell to consumers what we are willing to eat′ is the watchword Sunfriend′s president Kung Ming-

Hsien alludes to most and is Sunfriend′s unchanging motto. Therefore, Sunfriend only partners with companies who are willing to invest capital,

提供健康安全的產品，走在時代潮流尖端，以永續經營為目標。

We provide healthy and safe products, lead the trend of the time and aim for sustainable operation.

technology and effort to produce quality products

money and in continuing to provide quality products

and bring quality goods to the public. Furthermore,

as sustainable management.

we insist that only the best food sources can make

In recent years there have been many food safety

the best products. Therefore we demand our house

issues. These issues reflect our anxiety and demand

brands preserve the natural flavors from the food

on food and drink safety. For Sunfriend, however,

sources.

offering safe and healthy food are merely the basic

Our belief in insisting on product quality is manifest in our brand licensors: many wellestablished companies are willing to work with

requirements of the industry. Above all, we aspire to further offer delightful eating experience. Sunfriend looks upon itself as a kitchen in which

Sunfriend. For example, the Japanese Ohgiya

different ingredients of life are made into many

Shokuhin Co., which was established in 1920 and

delicious dishes. An easy afternoon, a fun party, a

whose current president and CEO are both well over

cozy evening can all be part of our cuisine so that all

70, agrees on Sunfriend as their licensee because

food items can enter our life in the way that suits

they identify with our belief in not making quick

you best.

SUNFRIEND

‘

" " 願意投入資本、技術，用心生產好商品，把好東西傳遞給大眾的公司，

才是我們要的合作夥伴――創辦人龔明湘 Ming-Shan Kung

吃貨幫派上友。 — 24

我們會思考，什麼產品是台灣缺少

而消費者有需要的。――龔開宇 King Kung

SUNFRIEND 25

吃貨幫派上友。 — 26

大通路新關係

SUNFRIEND 27

產品特性更顯著 Our CHANNELS

共創雙贏 • 創新通路

我們的通路 Our Channels

共創雙贏，與通路一起成長 A Win-Win Solution: Grow with the Channels

吃貨幫派上友。 —

上

友不只將好的產品引進台灣，還思考要如何讓消費者都能買回家開心吃。因此，從做進口生意開始，「通路」就

是上友的最佳夥伴。

從最早提供進口零食給零售、批發商，1997 年

開始與家樂福、頂好等大型賣場合作，正式成為通

路供應商，將商品提供給量販店、超市、連鎖百貨等通路。到了 2008 年，隨著精品百貨的成立與進

口超市引進台灣，上友與微風百貨超市合作，領先業界推出台灣第一間全品項日本進口的超市。

只是傳統通路界線越來越模糊，便利商店跨足超

市、樂購市場，量販店也開始設立進口商品專櫃，平價超市則想賣便利商店的一些精緻商品。就連便利商店的暢銷商品在不同區域都大不相同，這對於食品代理商來說是很大的挑戰與機會。

上友針對通路的目的性，將商品放到適合的通路，

這不但需要從通路市場的商品數據直接掌握消費者

喜好，從商品的包裝與行銷廣告上下功夫，還要與通路採購、在地店長溝通，根據商店的特性鋪貨。

現在無論是在現代人每天必去的便利商品、一星

隨著公司進口的品項增多，與代理、自有品牌的

期才去一次的超市、一個月去一次的量販店，或是

要工作之一。像是上友率先帶動台灣對精釀啤酒的

友的產品。上友可說是最懂通路的代理商，目前全

擴展，如何與通路保持緊密關係，也成為我們的重風潮，與便利商店共同推案，在 2010 年在 7-11

促銷高酒精濃度的德國熊啤酒，讓消費者嘗鮮。

偶爾想要嘗鮮的百貨公司高級超市，都可以看到上台通路有上萬家，在大陸每個省分也看得到上友的食品，這是與通路創造的雙贏。

針對通路的目的性，將商品放到適合的通路。

unfriend does not simply introduce food

high-end products usually seen in convenience

products into Taiwan but also contemplate

stores. Even the flagship products for promotion at

on how to allow the consumers a

convenience stores differ regionally. All the nitty-

convenient access to the product so that they can

gritting details of retailing presents food licensees

easily enjoy them at home. Therefore, ever since we

like us great challenges, as well as opportunities.

started our importing business, we have always been retail channels′ best business partner. In our formative years we first provided imported

As a result, Sunfriend launches the right products to the right channels based on the channels′ target consumers. In doing so not only do we have to grasp the consumers′ preference deduced from

started to collaborate hypermarkets such as

sales figures provided by channels, we need to

Carrefour and Wellcome supermarkets and become

make every effort in packaging and promotional

a supplier for retail channels, offering goods for

campaigns. More importantly we hold constant

hypermarkets, supermarkets, chain department

dialogues with channel retail buyers and the store

SUNFRIEND

snacks to retailers and wholesalers. Since 1997 we

stores. In 2008 as luxury malls and upscale supermarkets entered Taiwan′s market, Sunfriend has partnered with Breeze Super, which pioneers in Taiwanese retailing sector as a supermarket which sells only Japanese categories. As we import more goods and expand our licensed

Place the products in the appropriate channels regarding channels′ unique properties

and house brands, staying in close contact with channels is our top priority. For example, Sunfriend

managers on the ground so that we can distribute

kicked off the trend of classic malt-brewed beer,

according to the store′s special properties.

launching the campaign together with convenience

No matter if it is in the convenience stores that people

stores. The campaign for higher alcohol content Bear

frequent daily, or in the supermarket of weekly shopping

Beer in 2010 has given consumers a refreshing palate

trip, or in the once-a-month hypermarket, or in once-in-

for their taste buds!

a-while upmarket supermarket at department stores,

As it happens, the border between conventional

Sunfriend′s products can be spotted. It is safe to say that

retail cannels is blurring. Convenience stores now

Sunfriend is the licensee who knows channels best: in

cross over to supermarkets and grocery and general

the 10,000-strong retailing channels in Taiwan and in

merchandise retailing market; hypermarkets use

every province in China, Sunfriend′s food products have

point-of-purchase display for imported products

a strong presence. This is a win-win strategy we create

while discount supermarket chains are selling more

for channels.

上友的通路全台通路鋪點

超過10,000家

吃貨幫派上友。 — 30

Sunfriend is the licensee who knows channels best: over 10,000-strong retailing channels in Taiwan

便利商店

Convenience Stores

9,700 家生鮮超市 Supermarkets

1,342 家藥妝連鎖

Drugstores/Pharmacy

600 家量販超市 Hypermarket

150 家

精品百貨超市

Delicate Supermarket

141 家

休息站、機場、連鎖酒商

Highway Service Area Airport, Wine Retailers

11 家

便利商店

Convenience Stores

百貨精品超市

零售、經銷商

Delicate Supermarket

Retailers dealers

全性質通路

大型量販賣場 Hypermarket

機場、休息站、連鎖酒商

團購社群

Group Buying and Social Media Forums

購物網站

Shopping Websites

創造公司與通路雙贏 Our Win-win Solution

洞察通路訊息

重新企劃包裝

商店特定鋪貨

從通路市場的商品數據

擬定適合台灣本地的行銷企劃，

與在地店長溝通，根據不同

grasp the market trends in advance

readjusted the brand identity

choices of retail channels wholesale

掌握消費者喜好

SUNFRIEND

Sunfriend's Channels

Airport, Highway Service Area Wine Retailers

將商品重新包裝

商店特性，調整鋪貨品項

我們的通路 Our Channels

創新通路，團購、社群力量大

吃貨幫派

Explore New Channels: the Power of Group Buying and Social Media Forums

上友。 —

近

20 年來，台灣的通路出現很大變化，

從原料是否天然到包裝是否安全、價格是否合理、

外，隨著電子商務的發展，在博客來、

享的心情一般，自己吃過、買過，才會在社群中推

除了實體的量販店、超市、便利商店

PCHome 等各大網路銷售平台也買到上友的產品。陪伴通路一路成長的上友，每一次公司轉型通

常都是因為服務新的通路需求。除了電子商務興

口味是否符合需求等等，就像好東西要跟好朋友分薦，往往一呼百應，消費力驚人。這種口碑相傳的行銷能力，完全不輸傳統通路。

上友一直認為，做生意就像是交朋友，一路走

起，社群行銷時代，正在興起的團媽、網紅市場，

來，跟很多通路採購也培養了革命情感，變成一輩

以團媽為例，雖然大多數是家庭主婦，利用空

不一樣，跟現場的人溝通都是一樣的，只有真誠傳

更是上友關注的對象。

閒時間找商品、開團購，但是因為要照顧一家大小的生活，不只對產品要精挑細選，還要精打細算，

與通路的密切結合，也間接促成上友的每一次轉型。

子的好朋友，不管銷售管道怎麼改變，不管通路多達商品的好，就能引起共鳴，而上友就是通路的好朋友。

Close-knit working relationship with channels indirectly pushes for Sunfriend′s business transformation.

n the past 20 years there have been huge

invite friends and/or strangers to agree to a group-

changes in the scene of Taiwanese retail

buying deal. Because they are responsible for their

channels. In addition to brick-and-mortar shops

family′s wellbeing, these type of shoppers are choosy about the quality and price of their products:

stores, as the development of e-commerce

they are particular about the safety of the food

Sunfriend′s products are now available at online

materials and packaging, about the reasonableness

shopping platforms such as Book Your Life and

of the price, about the taste, etc.. They only

PCHome, etc..

recommend products they have tasted and bought

Sunfriend grows with channels. Every time

themselves; therefore they only vouchsafe a certain

channels have new retailing demands, our company

product out of a desire to share something good

revamps in response. Apart from the uprising

with their friends. It is astonishing to witness the

e-commerce, we also keep a close eye on the new

number of people and order-placement in respond

markets created by the Mommy-Group-Buying-

to this call-to-buy. The word-of-mouth marketing is

forums and internet celebrities.

no less powerful than conventional retail channels

Take Mommy-Group-Buying-forums for example,

promotional tactics.

the shoppers there tend to be house keepers who

Sunfriend has always firmly believed that doing

look for products they need in their spare time and

business is like making friends. We share a strong camaraderie with our channel buyers and thereby have become friends of a life time with them. Regardless the change in and difference among retail channels, the importance of sincere communication on the ground remains the same: as long as we wholeheartedly communicate the benefits of our products we strike the right chord with our channels. So channels′ best friend is Sunfriend.

SUNFRIEND

of hypermarkets, supermarkets and convenience

吃貨幫派

上友。 —

SUNFRIEND

大選品關鍵為消費者把關生產工序

Our SELECTIONS

用心良品 • 看準趨勢

我們的選品 Our Selections

用心良品，消費者值得更好的

吃貨幫派

We put our heart and soul into our selection of quality foods; consumers deserve better

上友。 —

同

樣一片米果，從看到包裝的那一刻起，就可以感受到打開後的美味！「當你吃過好的東西，知道其中差別，就再也回

不去了。」就好像上友董事長龔明湘一再強調：「願

意投入資本、技術與用心生產好商品、把好東西傳

無法偷工的細緻口感

與眾不同的特色產品

Distinctive featured products

遞給大眾的公司，才是我們的合作夥伴。」

以大家熟知的米果來說，每一片都是日本米製

作，所以散發出的是自然又純熟米香，伴著濃郁而適度的醬油；而美味星棒棒糖也不同於一般糖果產品，呈現出來的細緻味道，就是上友在選品時的第一個堅持。

The delicate taste that cannot be cheated

自然食材、吃得健康

Natural food sources; healthy eating

選品三關鍵

Three Key Pointers in Food Product Selection

但是自然食材還不夠，健康也很重要。保留食物

味洋芋片，這是將烘乾過的黑松露磨粉灑在洋芋片

開始，就是看好台灣盛產的水果，以及其中富含的

口味不但滿足消費者的味蕾，提供新奇的選擇，也

原味呈現，在自有商品的開發上，上友選擇從果乾營養，加工時也採取減糖製作，讓身體不會因為攝取過多糖分而增加負擔。

上，所以吃起來就像吃到黑松露一樣，這樣特殊的豐富台灣零食的多樣性。

因為清楚好食品與壞食品的差別，每一種零食要

另外，上友也會選擇與眾不同的商品。像是許多

達到好吃的標準，都無法偷工減料，也必須經過層

原味、起司、牛肉口味都很常見，還有什麼特別又

上友一定會親自去工廠看生產環境，更相信「用心

人喜歡吃的洋芋片，看似市場上的口味已經飽和，天然的口味還沒有開發呢？上友引進金氏黑松露風

層工法，為了消費者吃到肚子裡的每項產品把關，的口味，一定吃得出來」。

當你吃過好的東西，知道其中的差別，就再也回不去了。

e it just a mere piece of rice cracker, you

varieties have made themselves into Sunfriend′s

can feel its wonderful taste when you see

house brand dried fruits. Our dried fruits are

its packaging. ‘When you have tasted

specifically processed to reduce their sugar content

something of quality, when you know the

so that the extra sugar doesn′t overburden our

differences, there′s no turning back.′ This is exactly

bodies.

what Sunfriend′s president Kung Ming-hsien

Moreover, when it comes to selecting our licensed food products, Sunfriend also goes for

willing to invest capital, technology and effort to

exciting and adventurous tastes. Take the popular

produce quality products and bring quality goods to

potato chips for example: it seems that this category

the public can partner with Sunfriend′. This is

market is saturated with many flavors. Flavors such

Sunfriend′s insistence too.

as original, cheese, and beef are common; and we

Take for example the rice cracker we are all

wonder if there are any unexplored flavors that are

familiar with: every piece is made from Japanese

both special and natural? What we therefore

rice and therefore exuding that natural and mature

introduce into Taiwan is the Spanish Snackgold

rice aroma, with a hint of just a right amount of rich

Black Truffle Gourmet Potato Chips. This brand of

soy source. Meanwhile, the Original Gourmet lollipop

chips has roasted lyophilized black truffle sprinkled

differs from the common or garden candies: its

on it so it tastes as though real black truffle melts in

delicate palate makes it Sunfriend′s number one

your mouth. Special flavors like this one not only

choice when we were deciding on our licensed

satisfy consumer′s taste buds, offer new and

products.

exciting choices but enrich the diversity of

But it is not enough to choose products made of natural materials; it is equally important to look at

Taiwanese snacks scene. To safeguard every piece of snacks that will enter

the health value of food products. Therefore, the

consumer′s stomach, Sunfriend always monitors our

rich nutrition contained in Taiwan′s abundant fruit

food production sites ourselves because we know it in the heart of our hearts the distinction between good and bad food products. We know that for every kind of snacks to taste good, the manufactures cannot cut corners and have to make through adequate processes. We believe that ‘one can taste the flavor of heart and soul′.

When you have tasted something of quality, when you know the differences, there′s no turning back.

SUNFRIEND

repeatedly stresses, ‘Only companies who are

我們的選品 Our Selections

看準趨勢，把零食當時尚賣

吃貨幫派

零

食是陪伴著每個人長大的懷舊滋味，但是，你小時候吃的肯定跟現在流行

的不一樣。確實，零食就跟時尚一樣，

三五年又會重新流行一次。所以，對上友而言，除

上友。 —

了選品的堅持，一個產品推出的時機也相當重要。

例如早幾年前就注意到國外天然氣泡水市場的發

展，但當時台灣的氣泡水市場尚未成熟，價格又比一般礦泉水高出許多，除了上餐廳搭配食物選擇，實在很難引起消費者注意，若是貿然推出，只會讓

一個好商品淹沒在茫茫飲料市場之中。

但是，隨著氣泡水 2017 年開始引起台灣消費者

關注，各家廠商也紛紛投入。而上友選中的高端翡雅礦泉水，內含的礦物與氣泡分子都符合健康需

求，不僅與一般市場族群區隔，更訴求以水代酒，搭配高級餐點，終於等到可以切入市場的好時機。

相較於其他食品商，上友能夠提早注意到市場趨

勢，最大的優勢就是代理與輸出的商品已經超過三

精準眼光決定市場佈局

Sunfriend's market strategy

了解國外的食品趨勢

完整資料庫分析

attends food fairs around the world

透過世界各地的美食展，了解國外趨勢，在研究兩、三年後才會決定是否引進台灣。

obtain market data from our database

與通路採購的密切互動、快迅速獲得市場資訊，適時根據通路的消費特性調整主打商品。

在對的時間和地方擺上對的商品，才是對食物最誠摯的致敬。另外上友從資料庫數據，以及與通路採購的密切

千多種，而且還在不斷地尋覓更多樣化的食品。

互動過程中，能快迅速獲得市場資訊，適時根據通

展，了解國外的食品趨勢，以及國外大廠對產品的

區飲食習慣偏向精緻，所以在便利商店就要推出小

從創立以來，上友每年都會到世界各地參加美食

未來布局，通常會研究個兩、三年才決定是否引

進。像是目前每年韓國、日本、歐洲總會有些比較特別的商品，而這些商品可能一開始只有一、兩間廠商做，等到一百間廠商都在做同樣商品時，就是趨勢要爆發的時候。

路的消費特性調整主打商品，像是台灣的大都會地包裝的零食，讓消費者每一口都能嘗到新鮮口味，而且吃的過程兼顧優雅而不沾手。

雖然每項商品都有周期，但都像是上友的孩子，

值得好好對待與等待，我們相信，在對的時間和地方擺上對的商品，才是對食物最誠摯的致敬。

Identity the right trend: sell our snacks as fashion

nacks have that nostalgic aura that

the mineral water market, its delicate taste perfectly

accompanies one′s growth. Yet we rarely eat

accompanies gourmet food the same way good wine

the exact same kind of snacks as grown-ups

does and is perfect for those who don′t drink. That was

as we did as kids. Indeed snacks are like fashion: they

As opposed to other food companies, Sunfriend can

Therefore, for Sunfriend, just as our insistence on our

always spot the market trends at an earlier moment. And

food product selection, it is equally important to launch

our strongest strength lies in the total number of foods

the products at the right moment.

we license and export, which now exceeds 3000 types.

For instance, we have noticed the development of natural sparkling water abroad a couple years back. However, the sparkling water market in Taiwan wasn′t mature then and its price point was much higher than the

Meanwhile we go on looking for even a wider variety of food products. Ever since our establishment, Sunfriend attends food fairs around the world every year in order to understand

still mineral water. Apart from accompanying food and wine at restaurants, the sparkling water

Launch the right product at the right time at the right place is the way to pay heartfelt homage to food.

hardly caught our consumers′ eyes. If we rushed to launch the product, we would have risked

the food trends abroad and the future marketing

losing a good product to the sea of myriad others.

strategies that international major brands have for their

However, as the sparkling water has come into the

SUNFRIEND

enters a fashion cycle of every three or five years.

the perfect entering moment for this product.

products. We usually take two to three years of research

limelight for Taiwanese consumers since 2017, all food

before we decide on introducing any products. For

companies here have pitched in the sparkling water

example, every year there are always some new and

market. At Sunfriend we chose to launch the high-end

special products emerging in Korea, Japan and Europe.

Acqua Filette mineral water. This brand of sparkling water

At first these products are manufactured by only one or

contains health-benefitting minerals and tiny molecular

two companies; when more than 100 companies are

clusters. Not only can Acqua Filette′s Decisamente

making the same product it means a new trend has

Frizzante (very sparkling) distinguish itself from the rest of

emerged.

我們的策略

Our Strategies

把代理品牌當自己品牌經營

吃貨幫派上友。 — 40

Running licensed brands as house brands

在地化的行銷策略，才能真正引起消費者共鳴，幫助產品發光發熱。 Only localized marketing strategies can strike the right chord with consumers and bring glory to the products .

每

個地方的食物都有自己的特色，就像

吃糖，經過路過就會隨手一抓買幾支。但是如果在

人愛吃酸、有人無辣不歡，有的甜點

因此上友重新思考品牌定位，認為這應該是新潮的

每個地方的飲食習慣也不盡相同，有

更是讓人一吃就愛上。然而，引進這些在國外很流行的產品時，如何避免產品水土不服，還能引起消費者的共鳴，這也是上友持續努力的目標。

「我們一直做跟別人不同的事情，是把代理品牌

台灣這樣做，並無法凸顯這支棒棒糖的優質特色。產品，所以不管在品牌識別上、通路選擇、行銷規畫，都做了全新調整，如今在台灣的年銷售量就超過百萬支。

除了品牌定位，因地制宜也很重要。此外，商品

當作我們自己的品牌在經營。」這也是別人都學不

包裝也會影響消費者的觀感。琳捷提到：「日本米

與消費者需求，進行在地化的行銷策略，才能真正

味。」好吃的零食除了食材、味道、口感等元素，

來的經營策略。對上友而言，思考在地市場的背景讓消費者引起共鳴，這是多年經驗累積而來的獨門策略，也是幫助食品發光發熱的關鍵。

以美味星棒棒糖為例，在美國銷售第一，只用一

個落地的大桶子裝著就是陳列，這是因為美國人愛

果的包裝特別講究，光看包裝就能想像其中的美

還會同時照顧消費者的視覺需求，而這也是上友最為重視的地方，希望運用包裝帶出整體的風格，在食物入口之前就悄然開啟五感的享受。

he food in each place is flavoured with its own

and the display doesn′t take so much as a

character just as most places have their own

displaying the lollipops by the bucketfuls. That′s

unique eating culture: some like it sour, some

because the Americans have a sweet tooth and

like it hot, while those with a sweet tooth never think of

when they walk past a shop, they′d grab a couple

their deserts all too sweet. However, when we introduce

of lollipops on the go. But if we market this candy

a product that is much sought-after abroad into the

the same way in Taiwan, we cannot show the

domestic market, we at Sunfriend continue to aim for

uniqueness of this lollipop. As a result, Sunfriend

catering for the local taste with our licensed products

reconsiders its branding position and believes that

while hope to strike the right chord with consumers.

Original Gourmet should be a trendy product. So we readjusted the brand identity, choices of retail

character just as most places have their own unique

channels wholesale; and the annual sales number in

eating culture: some like it sour, some like it hot,

Taiwan has rocketed to over a million lollipops.

while those with a sweet tooth never think of their

Apart from brand positioning, conformity to local

deserts all too sweet. However, when we introduce

tastes is also significant in successful marketing. In

a product that is much sought-after abroad into the

addition, packaging plays an important role in

domestic market, we at Sunfriend continue to aim

affecting consumers′ perception. Irene mentions

for catering for the local taste with our licensed

that ‘In Japan they pay special attention to rice

products while hope to strike the right chord with

crackers packaging; one could almost imagine the

consumers.

taste under the wrapping just by taking a good at its

‘Where we benchmark ourselves against other

packaging′. Apart from tasting in foods the elements

foods companies is that we run our licensed brands

of material, taste and texture, tasty snacks also offer

the way we run our house brands.′ This is the

consumers visual stimulation and this is where

management strategy that cannot be copied by

Sunfriend pays special attention. By utilizing

others. For Sunfriend, taking into account the

packaging to signal an overall palatial sensation,

background of a local market and consumer needs,

Sunfriend wishes the palate starts its sophisticated

localizing marketing strategies are the keys to have

sensual journey before the taste buds are in contact

the products resonate with consumers. This unique

with the food.

strategy gained through many years′ experience is also the key to bring glory to our food products. Take Original Gourmet Lollipops for example. They are the number one brand candy in the US

SUNFRIEND

The food in each place is flavoured with its own

1 C A SE

美味星棒棒糖

Original Gourmet

玩轉品牌，讓棒棒糖有主題曲、賣進夜店

吃貨幫派上友。 —

在上友代理的商品中，美味星棒棒糖的表現特別

麩質的認證，更不用擔心市面上其他產品令人憂心

味星棒棒糖不只是棒棒糖，還成為新潮流行的象徵。

面對這樣出色完美的產品，原廠 Original

突出，翻轉過去在歐美販售的既有品牌印象，讓美

的食品安全與健康問題。

從產品上，美味星棒棒糖有所有奢侈品的關鍵，

Gourmet 的品牌設計瞄準的是一般大眾市場，品

孔，堅硬不易碎裂，口感相對細膩，難以仿造。另

說，這樣的設計無法在亞洲襯托出優質的品牌形象。

重力沉積的專利技術，讓棒棒糖的表面光滑無氣

外，堅持使用天然原料，通過非基因改造原料與無

牌識別是以紅色與黃色為主，但是對台灣市場來

上友深入研究，將品牌重新定位，經過多次調整

Reversing the brand: a song and dance about lollipops in the nightclubs Among the brands licensed by Sunfriend, Original

relative delicate taste. Moreover, the company′s

Gourmet′s lollipop′s performance stands out,

insistence on using natural materials, and its

reversing the traditional image of lollipops sold in the

products are certificated to be non-GM and gluten-

US and Europe. Now lollipops are more than just a

free. Original Gourmet′s products are free from

piece of candy but is now the symbol of new trends.

worrying issues such as food-safety and health

In terms of the product itself, Original Gourmet′s lollipops have all the hallmark of a luxury snack: its hard-to-copy gravity deposited patterned

concerns that might be in other brands′ food products in the market. The Original Gourmet brand licensor has aimed

technology creates a smooth and bubble-free

its perfectly outstanding product at the average

surface, hard and not susceptible to breaking,

demography and therefore uses the bright colors of

重新定位商品目標族群 Re-position the brand

01 02

鎖定 13 至 45 歲喜愛流行事物的社群重度使用族群

the young and trend-chasing demography

對流行風向敏銳度高、喜愛甜食、且在意形象、願消費高單價甜點重新打造商品配色、增加時尚感 re-design the brand′ s logo 改用時尚不敗的金色與黑色，並請香港設計師重新設計品牌識別，由知名攝影師至世界各地地拍攝品牌形象照片

後，鎖定 13 至 45 歲喜歡追逐流行事物的族群。這

別，由知名攝影師陳紀東前往西藏、印度、土耳其

而且在意形象、捨得花錢犒賞自己，也是社群媒體

的，模特兒拿著棒棒糖在充滿西藏風情帳篷前的照

些人對流行風向敏銳度高、對於甜食沒有抵抗力、

個精緻又帶點奢侈的棒棒糖。

在這樣的設定下，上友反覆與原廠溝通，先從文

宣開始，慢慢突破原來復古的顏色設定，改用時尚不敗的黑色，並且請香港設計師重新設計品牌識

片，讓人眼睛一亮，也更凸顯產品的獨特性。

在通路上，除了便利商店與高級超市陳列外，鎖

定年輕族群出沒的地點，電影院、夜店都買得到美

SUNFRIEND

的重度使用者，零食選擇的類型也很廣，很適合這

等地拍攝品牌形象照片，像是許多人最印象深刻

味星棒棒糖，還有知名部落客與網紅分享食用心得，充分接觸追趕流行的目標族群。

red and yellow for brands recognition. However, in

communicates our marketing initiatives with the

our Asian context this signature design does not

brand licensor constantly. Starting from the

signify for the Taiwanese market the quality

promotion campaigns, Sunfriend boldly uses the

connoted in the brand′s image.

classic trendy color black instead of the retro red-

After having conducted in-depth research,

and-yellow on lollipops as brand recognition. Also

Sunfriend decided to re-position the brand. After

we employs a Hong Kong designer to re-design the

several attempts at adjustments, we target the

brand′s logo and has famous photographer Cheng

demography between 13 to 45 years old, an age

Gi-Tong taking brand photo shoots in Tibet, India,

group that takes pleasure in following fashion

Turkey, etc.. One of the most eye-catching photos

trends. This demography is sensitive to what′s in

has a model holding our lollipop in her hand in front

vogue and show little resistance to sweets; they

of a Tibetan tent. These efforts impress the

also care about their personal image and spare no

consumers as well as showing up the uniqueness of

expense on treating themselves.

the product.

With this marketing strategy in mind, Sunfriend

重新打造包裝，節慶限定泡殼更吸睛色彩繽紛的美味星棒棒糖，五顏六色、光滑平整

想，用派對的概念發想，把外殼設計成派對的帽

該怎麼保留原來外型的特色再添吸引力，讓消費者

消費者購買的當下，立刻上傳照片分享，讓甜點派

的糖球，其實不用彩色包裝紙就很引人注目，但是一看到就想買回家。

一般認為棒棒糖是快速消費品，通常消費者在三

對主題不僅好吃更增添好玩的話題。

既然是以年輕流行族群為對象，加上價位有別於

吃貨幫派上友。 —

秒鐘內就能決定要不要購買，而且忠誠度也沒有那

一般棒棒糖，陳列上自然要更有趣，而非一大桶的

裝上下功夫。

殊專利的磁鐵式陳列架，針對通路屬性與陳列空間

麼高，如果要第一眼吸引消費者需求，勢必要在包

2016 年上友做了第一個嘗試，在萬聖節與聖誕

節期間推出節慶限定版棒棒糖，以泡殼方式包裝販售。所謂的泡殼，是用兩個塑膠殼把糖球包起來，並插入紙卡，因此不但能看到透明包裝的美味星棒

子，黏上小圓球，把美味星棒棒糖包在中間，許多

棒棒糖任你挑，無法凸顯價值。因此，上友開發特開發出桌上式、落地式與磁吸式的陳列架，像是糖葫蘆般的陳列效果，讓每支棒棒糖盡情展現不同姿態樣貌。

至於夜店通路，還加上 LED 燈效果，讓每支棒

棒糖，紙卡的設計也能因應節慶氛圍調整。

棒糖成了名符其實的的美味星，也能在昏暗的空間

注意後，2017 年，配合藍莓冰淇淋、生日蛋糕、

賞，甚至想要進一步像啤酒廠商聘請酒促小姐一

泡殼包裝方式受到年輕族群歡迎，也吸引消費者

熔岩巧克力聖代三種新口味上市，這次更突發奇

中閃閃發亮！這樣的設計連原廠的老闆都大為讚樣，開發「棒棒糖促」小姐！

Re-packaging with all the more eye-catching season-limited lollipop shell The Original Gourmet lollipops are themselves

In 2016, Sunfriend made the first attempt to campaign for the season-limited lollipops between

ball-shape candy. There is really no need for

Halloween and Christmas, sold in lollipop shells. The

additional colorful wrapping. However, we want to

so-called shell means that the candy ball is wrapped

explore the possibility to lure the consumers into

by two pieces of transparent plastic shells with a

purchasing with new packaging design while

piece of cardboard paper inserted. Therefore not

preserving its original hallmark shape and color?

only can one see the Original Gourmet lollipop

Can the new design make the product stand out

through the transparent package but the paper can

among its sound and sundry competitors?

be made to enhance seasonal atmosphere.

Lollipops are usually considered to be fast

SUNFRIEND

eye-catching with their vibrant colors and smooth

This lollipop shell packaging has created a buzz

consumption goods: which means consumers will

among the younger generation. Having attracted the

decide if they are buying within three seconds and

consumers′ attention, together with the launch of

there is little brand loyalty in this food product

three new flavors – blueberry ice cream, birthday

category. So, if we want to lure customers at first

cakes and lava chocolate sundae – Sunfriend has a

glance, we need to pull out all the stops on

new inspiration from the partying concept: wrap the

packaging.

Original Gourmet lollipop between a party-hat-shape shell with a small pom-pom attached. Given that we mainly target the young and trendchasing demography and that our price point differs from the run-of-the-mill lollipops, we need to pay particular attention to display. Pick-and-choose sold by bucketfuls cannot show the value of our lollipops. Therefore, Sunfriend has designed patterned magnetic display holders; we have three types of display stands: desk-top, standing and magnetic stands. These display holders enable the lollipops to be displayed individually like a birthday cake.

跨界音樂合作，上線首月 300 萬觀看次數

Cross-field Collaboration: 3 million hits in the first month of going online 吃貨幫派

在影音平台上累積千萬的人氣，被 SONY 唱片簽下

上友。 —

發片的數月後，上友立即找上門，洽談合作事宜，雙

方一拍即合，J. Sheon 以美味星棒棒糖為靈感，創

作一首主題曲，以新單曲的規格製作，不但拍攝

「多麼能奢望品品妳的美，多麼能奢望嘗嘗妳的

MV、製作活動網站與宣傳，還舉辦新歌上市記者

的心……」在 J.Sheon 這首性感的 R&B 舞曲〈壞

朗朗上口又充滿新奇感，讓很多電台 DJ 都主動推薦

樣撩妹的過程就像是品嘗著垂涎欲滴的棒棒糖，展

輕人的心中。

味，妳像顆暗黑帶美味的星，下流就這樣偷偷偷我蛋特調〉中，男孩挑逗著初次見面的心儀女孩，這現出男孩帶點壞壞的一面。

這是專為美味星棒棒糖製作的品牌歌曲，一推出

會，從音樂製作人到導演都是一時之選。因為旋律

這首歌，也同時讓美味星棒棒糖品牌無形中深植年

除了製作品牌歌曲，上友持續與音樂界異業結盟，

製造更多曝光機會，例如在每年有兩萬多人參加的

就引發風潮，不但 MV 上線第一個月就突破 300 萬

「ROAD TO ULTRA 超世代音樂節」知名國際電音

體更大幅報導，在各大單曲榜也有斬獲，Spotify 台

團來台舉辦演唱會的現場與歌迷互動，都帶來出乎意

觀看次數，TVBS 新聞、中天新聞與各大網路新聞媒

灣熱門第 11 名， apple music 進榜第 10 名，

KKBOX 風雲榜第 33 名。

〈壞蛋特調〉是上友的全新嘗試，希望能透過年輕

人共同的語言「音樂」，藉由網路的快速散播性來宣傳品牌。

J.Sheon 是眾所矚目的新生代歌手，在 35 歲以下

的年輕族群之間擁有高知名度，而且充滿創作能量，

派對活動現場設攤，2017 年也在 Coldplay 酷玩樂料的宣傳效果。

品牌的塑造有各種可能，不管是美味星棒棒糖一

開始「拍照神器」的策略，或是當作「撩妹神器」的

品牌主題曲，都在創造年輕人感興趣的話題。只要了

解消費者需求，制定在地化的行銷策略，都有機會引起注意，這些都歸功於上友對於市場的深度了解，配

合適當的行銷策略，創造出一次次令人驚豔的成績。

‘I wish I had the luxury of tasting your beauty/ I

MV, produced a website to campaign for it, we

wish I had the luxury of tasting your flavor/ You are

hosted a press conference for the song′s release.

like a dark star with flavor/ Lust has stealthily stolen

All parties involved from the music producer to the

my heart…′. In his sexy R&B dance music,

MV director are the crème a la crème. Because of

‘Specially Made′, J. Sheon sings of the scene in

its catchy tune and sense of wonder, many DJs at

which a boy teases the girl he has met for the first

radio stations advocate this song too, which in turn

time and falls for; and the sentiment and activity of ‘a

increases the brand′s recognition in the young

naughty boy on the pull′ expressed in this catchy

generation′s mind.

tune evokes the sensations of tasting a gourmet lollipop.

Sunfriend continues to collaborate with the music industry and gets more exposure. For example, we

was an immediate hit the moment it was released. Not

set up a booth at the internationally well-known

only did it have more than 3 million hits of on-line

annual outdoors rave festival ROAD TO ULTRA

viewing but also widely reported by TVBS News, CTi

Taiwan, which hosts more than 20,000-strong

News and many online news outlets. The song has

audience. In 2017 we also had the presence at

performed well in many major single charts: it is at no.

Coldplay′ concert in Taiwan, thereby having a

11 on Spotify Taiwan, at no 10 on Apple Music, and at

face-to-face interaction with the audience. These

no. 33 on KKBOX Music Awards.

cross-field marketing efforts have unexpectedly

‘Specially Made′ is Sunfriend′s brand new attempt. Though this attempt we wish to campaign

helped our products gain ground. There exist all sort of possibilities for brand-

for our brand with internet′s speedy spread and in

shaping. Whether it′s the marketing strategy of

the common parlance of the youth – music.

making Original Gourmet lollipops suited for an

J. Sheon is the man of the hour, an upcoming

‘Instagrammable selfie′ or pitching the product

young singer who is widely popular with the

theme song as a ‘chatting up widget′, we aim at

demography of under 35. J. Sheon is buzzing with

making our products the talk of the town, so to

creative energy and has accumulated tens of million

speak, among the young. As long as we understand

fans on online music platforms. A couple of months

consumer needs and develop localized marketing

after he was signed up by Sony Sunfriend started to

strategy, we stand a good chance to be noticed by

seek opportunity to partner with him. We hit it off

consumers. All these come from Sunfriend′s deep

immediately: J. Sheon tailors a theme song inspired

understanding of our markets, coupled with

by Original Gourmet lollipops and produced the

appropriate marketing strategies. We thereby create

song into a single′s E.P. Not only have we made an

again and again mind-blowing results.

SUNFRIEND

This bespoke song for Original Gourmet lollipop

Apart from producing product theme song,

2 C A SE

德國熊啤酒

BEAR BEER

吃貨幫派

口感先決，德式經典掀起嚴選風味啤酒風潮

上友。 —

面對炎炎夏日，一杯充滿泡沫的沁涼啤酒最是消

暑，只是，店家冰櫃滿滿各家品牌，不管是台灣啤酒、日本、歐美啤酒一字排開，到底要選哪瓶好？

在上友代理的品牌中，德國熊啤酒是最早的經典

好者飲用，就算加冰塊也能感受到酒精的威力，加上受到丹麥皇室青睞，欽點為指定御用飲品，話題性十足，本身就是很有故事的產品。

引進之初，台灣的通路環境也有些變化。當時

成功案例，不但看準時機滿足台灣消費者沒被開發

7-11 創造一個明星商品模式，希望能引進比較稀

伺下殺出一條血路。

上這個風潮，在啤酒季期間推出 7.7 度的經典啤

的需求，還透過特殊的通路行銷策略，在大廠的環

奇的商品，在短期創造很大銷量，德國熊啤酒就搭

不管是台灣啤酒、還是這幾年才開始進入台灣市

酒，以四入 199 元的價格進入市場，第一年原本只

嘉士伯（ C a r l s b e r g ），或是日本大廠麒麟

部賣完。這樣的熱銷，德國熊啤酒也迅速打入台灣

場的百威（Budweiser）、海尼根（Heineken）、

（KIRIN）、三得利（SUNTORY）等等，這些廠商

的行銷廣告規模都很龐大，經常鋪滿整個貨架，這意味著想要在啤酒市場大顯身手，如果沒有夠大的

打算進口一條櫃的量，後來追加兩條櫃，兩週就全市場，讓消費者對這個全新品牌留下深刻印象。

如果從市場數據來看，隨著社會上關注酒駕事

件，雖然讓台灣的啤酒銷量每年下降 3％，但從銷

資本，就不容易被消費者看見。

售金額來看並沒有改變，這意味著消費者越來越重

時候，台灣的啤酒市場過度飽和，但是打開商家的

本質上真正好的啤酒。而德國熊啤酒僅用頂級天然

而德國熊啤酒就在這個背景下推出。2012 年的

冰箱，各大品牌都不缺，但啤酒的選項卻很單調，都是酒精濃度偏低的拉格（Lager）啤酒。而德國

熊啤酒為德式經典純釀啤酒，酒精濃度較高，還提供 5%、7.7%、8% 等選擇，非常適合啤酒資深愛

視生活品質，懂得品味啤酒的各種特色風味，追求的啤酒花，麥芽，不添加任何化學或人工添加物與穩定劑，正是高品質的象徵，也符合市場上的消費需求，更容易引起關注與購買慾望。

Taste Decides: classic brew sparks the trend of quality flavor beers On a scorching hot summer day the best way to

Bear Beer is appointed to the Danish Royal court,

chill out is to have a frothy, icy-cold beer. But which

holding the royal warrent. Bear Beer is a story-

brand to choose from when we face a whole array

worthy product buzzing with hot news.

of options in the shop fridges: Taiwanese, Japanese or European beer? Among Sunfriendâ&#x20AC;˛s licensed brands, Bear Beer is

When we first introduced Bear Beer we chanced upon a changed environment of Taiwanese retail channels. At that time 7-Eleven created a retailing model of promoting flagship products, hoping to

identified the right moment to satisfy the existent

introduce rare products and create a greater sales

Taiwanese consumersâ&#x20AC;˛ pent-up demand, we have

volume within a short period of time. It was then

made headway in the fierce competition among big

when Bear Beer got on this bandwagon: we

brands through special channeling marketing

launched the classic beer with alcohol volume of

strategies.

7.7% during the beer festival season and sold a

All the existent beer companies in Taiwanese beer

pack of four at NT499. In the first year we intended

market have large-scale marketing and advertising

to import only one container of beers but we ended

budgets to burn be it Taiwan Beer, or the newer

up having to increase the volume to two containers.

entrants such as Budweiser, Heineken, Garlsberg, or

And all the beers were sold out within two weeks.

the Japanese Kirin and Suntory. They often take up

Because of the speedy sales we quickly opened up

the entire shop shelf in retail channels. This means that

the market for Bear Beer in Taiwan and have left an

to be noticed by consumers in Taiwanese beer market

impression on consumers.

one often has to have deep pockets. And it is with this market background we

SUNFRIEND

our earliest success story. Not only have we

Judging from the market sales statistics, the beer sales volume in Taiwan drops 3% by the year as the

launched Bear Beer. In 2012 Taiwanâ&#x20AC;˛s beer market

society is increasingly concerned with drink drive.

was over-saturated. But then if we opened the

However, the total sales amount stays unchanged.

fridges in the stores, we have every brand of beer

This implies that Taiwanese consumers pays more

imaginable but for diversity in taste. Most of the

attention to the quality of life, learning to appreciate

beers on the shelf are lager with low alcohol

various distinctive beer flavors and in pursuit of

concentration. However, this Bear Beer is brewed in

quality beer. So, Bear Beer, which is brewed only

classic recipe with higher alcohol concentration and

from top malt and hops and are free from any

offers different alcohol volume, ranging from 5%,

chemical or artificial addictives and preservatives, is

7.7% to 8% ALC. Bear Beer is satisfactory for

the symbol of premium brew and satistfies the

seasoned beer drinkers: even chilled with ice, one

consumer demand on the market. These properties

can still taste the strength of alcohol. Moreover,

easily draw attention and stimulate buying desires.

找到市場缺口，與通路聯手共創佳績過去 7 年來，德國熊啤酒在大品牌環伺下，如今能

占有一席之地，除了產品獨特、品質夠好，與通路的緊密合作，更是以小博大的重要關鍵。

舉例來說，面對大廠以大量的電視廣告在市場上曝

光時， 2017 年六月到七月，德國熊啤酒與全家超商吃貨幫派

合作，推出限量的八入保冷袋，裝入 8 種不同口味的

啤酒，當作全家啤酒季第一檔的主打商品。到了九月

上友。 —

與十月，更大手筆在全家超商規劃露營加價購的活動，只要購買德國熊啤酒，就可以用加價的方式購買與台

灣品牌 SQUAD 聯名推出的露營鋼杯、露營椅等活動。為了讓更多人知道這個活動，上友也在計程車、公

車、西門町、微風影廳、商業大樓同步推出廣告，也 50

利用網路行銷增加活動的號召力，在大幅宣傳下，造成消費者搶購風潮，銷量也因此翻倍成長，大獲通路好評。

雖然德國熊啤酒不是國際大品牌，但是獨特的研發

技術，以及多種特殊口味，補足台灣啤酒市場的缺口。像是最早引進的 7.7％德國經典啤酒，喝起來有著海尼根、台啤的口感，卻有濃烈的酒味，因為德國啤酒的麥汁濃度比世界平均更高，喝起來更有味道、更濃，但是喝下去是清爽的口感。

除此之外，德國熊啤酒也針對不同族群推出適

合的啤酒，像是酒精濃度 8％的黑麥啤酒、5％的小麥啤酒 5.4 ％的琥珀小麥啤酒、 5 ％的拉格啤

酒、4.2％的清爽啤酒；對於年輕女性也提供酒

精濃度在 2 ％左右的葡萄柚口味與檸檬口味的德國熊輕蜜酒，未來也將會引進更多商品，希望帶給台灣消費者更多樣化的選擇。

酒精濃度高，仍有多種選擇

5% 7.7% 8% 看準潮流商機、精心規劃聯名贈品

行銷資源遍及電影院、公眾運輸、商業大樓，並善用社網路行銷增加活動的號召力

針對不同族群推出適合的啤酒，針對女性也提供水果風味清啤酒

Plug the Gap in the Market; Make Profits together with Channels In the past seven years, Bear Beer has penetrated the existing

marketing powering. After being exposed to so much advertisement, consumers flocked to buy the

beer market dominated by big brands

beer and as a result the sales figures multipled. Our

because of it product uniqueness and

marketing strategies are applauded by the retail

high quality. One of the crucial reasons for its leverage over the big shots lies

retailing channels. For instance, in the face of massive

Although Bear Beer isnâ&#x20AC;˛t one of the major international beer brands well known to the local beer-drinkers, its unique brewing techniques and diverse special tastes can plug the gap in the

television advertisement campaigns from

existing beer market in Taiwan. For example, the

major beer players in the market to

first-imported classic Bear Beer strong larger 7.7%

expose their products, in June and July of

tastes similar to beer from Heineken and Taiwan

2017 Bear Beer teamed up with Family

Beer but contains a stronger alcohol concentration.

Mart to launch the limited 8-pack beer

Because Bear Beer is brewed with malted barley, its

cooler bag of 8 different flavors of beer as

taste is stronger and richer but it tastes surprisingly

the first of the flagship products of FamilyMart

crispy and refreshing when drinking.

Beer Festival. When it came to September

Furthermore, Bear Beer has a wide range of

and October, we unveiled a grand scheme at

beers to cater for different demographic consumers:

FamilyMart in which consumers could buy the

Bear Beer Strong Stout 8%, Bear Beer Dark Wheat

camping steel cup and camping chair of

5.4%, Bear Beer Premium Lager 5% , and Bear

Taiwanese camping utensils brand, SQUAD,

Beer Lite Lager 4.2%. They also offer young women

with reduced price when they purchased Bear Beer.

the options of Bear Beer Mix Grape and Bear Beer Mix Lemon at around ALC 2% vol. In the future we

In order to reach more event exposure,

will introduce more products into Taiwanese market

Sunfriend placed a synchronized advertisement

to offer Taiwanese consumers more diverse options.

campaign on taxies, on busses, in Ximending, at Ambassador Theatres at Breeze Centre, and on business buildings. We also optimized the online

SUNFRIEND

in our close-knit collaboration with

channels.

" " 不同於其他代理商，

上友都會當自家品牌經營。――龔怡璇 Lisa Kung

吃貨幫派上友。 — 52

零食也講流行，就跟時尚一樣，但只有實實在在的味道，

才能讓產品與企業永續經營。――龔琳捷 Irene Kung

SUNFRIEND 53

吃貨幫派上友。 — 54

Our New Location

我們的新據點

從台北到上海，把上友精神傳出去 From Taipei to Shanghai, Spreading the Sunfriend Spirits

014 年，上友成立上海分公司，正式進入大陸市場。從台北跨足上海，象徵的是上

友的開枝散葉，也代表第二代的互補合

作，讓上友的事業持續擴張，在大中華市場發揮影響力。

父親龔明湘給家裡每個小孩的教養是「娛樂不忘

工作」。因此第二代都從基層做起，也站上銷售第一線。

琳捷提到：「從小出國都會去各地傳統市場、超

商，看看當地人吃什麼、買什麼。原本無聊、不有

從小培養對產品的好奇心，就連餐桌上，一家人

吃飯聚在一起，談的也是看到哪些有趣的食品，不時分享彼此的想法，讓兄弟姐妹一起工作起來，也是默契十足。

現在台灣辦公室的管理與統籌，導入專業的數據

化管理，掌握各大通路的商品銷售狀況，藉此分析不同通路的消費特性，適時調整主打商品。怡璇則在去年二月接下上海業務，負責開拓大陸市場，建立經銷與通路管道。

上友擅於分析市場狀況，對於行銷規劃與品牌包

裝有一定的堅持；以協助上海在市場最前線發掘下

有實實在在的味道，才能讓消費者一買再買，企業

步，但台北是上海的最強後援，也是最佳拍檔。

是品嚐產品的味道，欣賞產品的包裝，也體會到只才能永續經營。」

一個明星潛力商品。從台北到上海，雖然才剛起

大陸市場與台灣有極大差異，但上友累積的良好數據資料，更能在經營上擁有利基。

n 2014 Sunfriend set up its Shanghai branch

says, ‘When we travelled abroad when we were

and officially entered the Mainland Chinese

little, we always visited the local traditional markets

market. The expansion from Taipei to Shanghai

and supermarkets to see what the locals eat and

symbolizes Sunfriend′s blossoming and the

buy. Father always teaches us how to look for fun in

collaboration and complementation among

the supposedly boring and uneventful trips such as

members of the second generation. This expansion

tasting the flavors of food products and appreciating

allows Sunfriend′s business to grow continually and

the products′ packages. We then realized that only

sway the greater Chinese market.

authentic taste can allure consumers into repeated

The family motto hands down from their father, Kung Ming-Hsien, to the children is ‘work while

purchase and that a business can develop sustainably.

having fun′. Therefore, the second generation of this

The curiosity about food products cultivated

family concern all began with the basics, working as

since childhood makes the family always talk shop

sales representatives on the ground.

even when they dine together: the interesting food

When reminiscing their family trips abroad, Irene

products spotted somewhere preside the dinner

SUNFRIEND

趣的行程，爸爸卻會教我們如何從中找到樂趣，像

我們的新據點 Our New Location

管理經銷商，尋求最好對策共創三贏吃貨幫派上友。 — 56

Manage Retailers: Look for the Best Solutions to Create Winning Situations for the three Parties

盡

管擁有大中華地區經營數十年經驗，

但是不論在制度、市場規模、通路樣

消費者

貌、消費者需求上，大陸市場都與台

Consumers

灣有極大差異，但上友已經建立的良好數據資料，更能在經營上擁有利基。

身為代理商的上友，在推出任何產品前，都會先

做足市場調查，從價格、產地、競爭產品的優勢與劣勢、通路銷售數據，去思考接下來的投資計畫，以及行銷與通路規畫。

創造三贏

All-Win Situation

經銷商

Retailers

02 上友

Sunfriend

上友對於通路經營上也不躁進，一定會針對商品

的特性來選擇合作夥伴。畢竟中國的幅員廣大，北到黑龍江，南到海南島，西到新疆，要將產品鋪滿這麼廣大的地區，品牌經營上更要格外用心。

們的產品是市場上最好的。

模仿，但是上友對經銷商的產品有足夠的信任，不

是上友對新市場都很有自信，而從通路的反應也可

永續經營的理念，更能堅持下去，讓通路相信，我

們的產品仍舊在市場上屹立不搖。

像是引進一項產品後，可能會引起市場一窩蜂的

會為了一時的銷售表現而動搖受到影響，反而因為

靠著這樣穩扎穩打的經營策略，不管是經銷商還

以發現，在一堆模仿產品消失在貨架上時，唯有我

table conversations. This habit of constant sharing

responsible for exploring the Mainland Chinese

thoughts with one another enables the siblings to

market, establishing distributing and retailing

work with perfect rapport among them.

channels.

Now the Taiwan office is in charge of

Sunfriend excels at market analysis and is uncompromising in our insistence on our marketing

data management introduced, it gets hold of the

planning and brand packaging With these strengths

sales figures in all the major channels. The office

Sunfriend can help the frontline Shanghai office to

utilizes these data to analyze the consumer profiles

discover the next star product. From Taipei to

in various channels and decide which flagship

Shanghai, having taken the first step of a long

product to promote. Since February last year the

journey, our Taipei office serves as the best backup

Shanghai office is now run by Lisa; the office is

support and partner to our Shanghai office.

The Mainland Chinese food market differs tremendously from the Taiwanese market. But with our accumulated data, Sunfriend can gain ground on the niche market when operating in the Chinese market.

SUNFRIEND

management and organization; with professional

unfriend does not dive into managing the

momentary bad performance in sales. Instead,

channels and will always choose our

because of our management philosophy of

working partners in accordance with the

sustainable operation, we can go on standing our

properties of our goods. After all, one has to pull out

ground and make the channels believe that our

all the stops in order to display our products in

products are the best in market.

channels all over a vast country such as China from

With this unwavering management strategy, both

Heilongjiang in the north to Hainan Island in the

Sunfriend and our retailers have great confidence in

south border, to Xinjiang in the west.

the new market. In fact we discover that when a

One of the challenges in entering the Chinese

trove of copycat products vanish from the store

market is that once introduced a product might spur

shelves, only our products withstand the tests of the

on a wave of imitation. But Sunfriend has faith in our

market.

licensorsâ&#x20AC;˛ products and will not be swayed by

新據點 · 老初衷 New Location & Original Purpose

堅持誠信

只給消費者最好的商品

the principle of trust 吃貨幫派

上友。 —

做足市場調查

謹慎擬定投資計畫

Conduct sufficient market research

慎選合作夥伴

與當地經銷商研擬規範

Manage Retailers

用創意打造品牌價值

永遠尋找創新行銷，增加商品曝光

Innovative Marketing

SUNFRIEND 59

西到新疆、南到海南島，皆能買到上友的產品

Sunfriend expand product lines in diﬀerent channels all over a vast area like in China from Heilongjiang in the north to Xinjiang in the west.

-SALES NUMBER-

美味星棒棒糖一年銷售突破

200 萬支

-RETAILS-

-MARKET GROWTH-

10000

10 倍以上

三年鋪貨超過家門市

市場成長速度

我們的新據點 Our New Location

創新行銷搶曝光，深入新文化第一線

吃貨幫派上友。 —

除輕族群。

了品牌的經營外，年輕的上友團隊也

合品牌調性的活動贊

制定一套在地化的行銷策略來吸引年

十多年歷史的爵士上

在大陸市場發揮行銷、廣告的專長，

首先是落實行銷活動。為了解決這個問題，上友

會站上銷售第一線，直接到門市面對消費者，透過這些成功的行銷活動，贏得代理與通路的信任，也都相信上友的判斷，共創與消費者的三贏局面。

另外，上友在 2018 年與愛奇藝合作，取得《中

國有嘻哈》節目授權，接觸新的消費者。也尋找符

助，例如贊助已經有海音樂節，並且持續開發新通路，例如在上海頂級夜店 Linx

舉辦很多活動。

隨著行銷模式與通路都已經建構完成，上友將繼

續引進更多產品，讓上海、台北都能與世界同步，提升味蕾品味。

Innovative Marketing for Early Product Exposure, Gaining Insight on the Frontline of the New Culture buy up and sell out inventories the way the older

Sunfriend team also draw on their strong

generation worked. In order to solve this problem,

suit in marketing and campaigning to draw

the Sunfriend team double as the sales reps on the

up localized marketing strategies to attract the

ground and face customers at the retailing shops.

younger demography.

Through successful marketing campaigns, we have

The first step is to execute promoting campaigns in China. Because China does not have a long history of imported foods, most of the Chinese licensees, instead of retailing through channels, still

SUNFRIEND

part from managing brands, the young

won the trust of our licensed brands and the channels. In addition, Sunfriend also adopts new retailing logics. In 2018 we cooperated with iQiyi platform and was authorized by The Rap of China program and thereby was able to make contact with new consumer demography. At the same time Sunfriend have been looking for sponsorship for events that share similar brand messages. For example, we sponsor the JZ Festival, which has a decade-long history. Meanwhile we go on to explore new retailing channels. For instance, we have hosted several events at the high-end Shanghai nightclub Linx. As we have created our marketing models and established our retailing channels, Sunfriend will go on to introduce more products to synchronize Shanghai and Taipei with the world and in turn elevate our palates for better foods.

我們的新事業 Our New Businesses

開發授權市場，粉紅豬小妹超人氣

粉

《

紅豬小妹》（Peppa Pig）是英國著名

營的在乎與堅持，不僅對授權商的篩選十分嚴格，

的兒童，更已譯成 40 種語言播出，從

保證安全、健康、少添加物等，種種堅持也讓粉紅

的學齡前卡通，風靡全球 180 個地區

吃貨幫派

2 歲到 9 歲間的小朋友幾乎沒有不知道「粉紅豬小

妹」佩佩，在這些家長眼中，更是給家中孩子學齡

上友。 —

前教育的首選。

豬小妹在國際學齡前的品牌授權上獲得 5 項授權大獎殊榮。

有別於一般的授權圖像食品，上友把目標放在產

在卡通中傳達家庭中愛的教育，也讓孩子從中潛

品的品質上，除了原料要天然健康外，更要口感美

的歌詞更是讓每個小孩、家長朗朗上口，這樣的訴

可愛賣萌來吸引人。上友用心於每一個產品的細

移默化，「佩佩豬，愛跳舞，好幸福！」簡單易學

求與超高人氣引起上友的注意。因此，在跨足授權 62

要求產品必須符合品牌形象，更嚴格要求產品必須

市場的第一個商品，就選中「粉紅豬小妹」。

對上友來說，粉紅豬小妹是個獨特且家長、小孩

都熟知的品牌，好形象更是深植人心，尤其深入了解如此優質的卡通人物後，更加清楚品牌對永續經

味，讓人想推薦給身邊的朋友，而不是只靠著圖像節，由外而內也由內而外，就像粉紅豬小妹故事裡傳遞的愛與真誠，以真誠的心製作每一個產品，不只原料品質高，絕不添加防腐劑與人工色素等基本要求外，更要以愛做出能讓孩子與大人都喜歡的健康零嘴。

我們更加關心如何讓家長買得安心，小朋友也能吃得健康又開心。

Explore the Licensing Market: Peppa Pig the Super Star Peppa Pig is a famous British pre-school television animation series, popular with children over 180 regions in the world. The series has been translated into 40 languages on broadcasting and

It matters most to us whether our products can give parents peace of mind and let the children eat healthily and happily.

hardly any kids aged between 2 to 9 don′t know Peppa the pinky little pig. The series is the top SUNFRIEND

choice as pre-school home education in the eyes of parents. When we first moved into the licensing market, Sunfriend chose ‘Peppa Pig′ because of its message of familial love and its popularity. The series′s Chinese theme song is on every kid′s and every parent′s lips: ‘Peppa Pig/ Loves to dance/ is so happy′; and the animation′s message of love for

international pre-school brand licensing. Our licensed foods differ from other licensed

one′s family members is communicated to children

foods which only put licensed image on their

without preaching makes it extremely popular

products: our emphasis is on product qualities.

among kids and parents.

Apart from using natural and healthy materials, our

For Sunfriend, Peppa Pig is a unique brand that

products are tasty so people truly spread the word

is well-known to both kids and their parents. Its

about its quality to their friends instead of buying

positive brand image is deeply rooted in consumers′

out of Peppa′s iconic cuteness. Just as the

minds. After we have learnt much about this quality

message of love and sincerity conveyed in the

animation character, we understand better the

Peppa Pig stories, Sunfriend pays attention to all

attentiveness to and insistence on sustainable

the details, from inside out, of the product, and

operation and value the licensor′s choices. We put

pours our hearts into the making each and every

more emphasis on our product matching the brand

one of our delectable products of high quality

image: safety guarantee, emphasis on health and

materials. The most important thing is that we

less addicitves. All the insistence has won Peppa

produce a healthy snack, with love, that can be

Pig five licensing awards in the category of

enjoyed by both kids and adults.

氣泡水 sparkling water 啤酒 beer 糖果 candy 休閒零食

洋芋片、米果、蛋糕

chips, rice craker, cake 果物

堅果、果乾

nuts, dried fruit

全品類商品應有盡有客廳到廚房、食材到食品都有上友的蹤跡

Sunfriend’s imported foods can be spotted from YOUR KITCHEN to YOUR LIVING ROOM.

巧克力 chocolate 泡麵 instant noodles 冷凍

冰淇淋、起司

ice cream, cheese

氣泡水 Beverage

ACQUA FILETTE

翡雅天然礦泉水吃貨幫派上友。 — 66

Extremely Pure Refreshing Water

礦泉水

品水如品酒

掀起好水搭餐新食尚水是地球上所有生命的起源，翡雅天然礦泉水

（Acqua Filette）自 1894 年成立販售以來，便採

用波爾多葡萄酒瓶經典設計，標籤選用高級香檳紙質，以高雅精緻的設計，讓水不只是水，以水代酒搭餐，更讓「品水」成為餐桌上的新風潮。

水質純淨幾乎沒有受到空氣、水源污染而產生的

硝酸鹽；且礦物質平衡豐富，鈉含量低；小分子結構好吸收，越能滲透我們血液裡，不僅對身體健康有益且細緻順口，最適於用日常每天飲用。

「奢華始終來自於品質」，翡雅礦泉水從口感到視

覺，都媲美一支高級葡萄酒，更是 2015 年世界博

（Guarcino）源頭，早在西元前 400 年，羅馬人就

羅馬餐廳（La Pergola Roma）、「五星級」米蘭東

（ A p e n n i e ），海拔 9 0 0 公尺的瓜爾奇諾

把這純淨聖水獻給維納斯，至今水源地仍可見神話中的聖水雕像屹立。

覽會義大利羅馬礦泉水代表，且受到「米其林三星」

方文華（ Hotel Mandarin in Milan）等餐廳肯定

SUNFRIEND

義大利翡雅礦泉水取於自然無污染的平寧山脈

選用。

深耕高端市場讓喝水體驗

成為品味象徵

- F i le t te

非喝不可

葡萄酒般高雅精緻設計ﾠ● 完美比例，適中礦物含量ﾠ● 水分子小，口感細緻順口ﾠ● 純淨低鈉，無污染鈉量低

●

Trendy Pure New Cool 吃貨幫派上友。 — 68

有一種挑剔，

就來自義大利。而喝翡雅，

就是上友為您挑剔的選擇。

the letter from Filette 翡雅天然礦泉水的未來定位、期許

We continuously strive to maintain Acqua Filette in the high-end market:

being one of the purest water around the world is just a starting point to think and imagine further, for we like to be distinctive and offer more. For us, water for is not only a resource essential to life

and a precious companion to stay healthy in every moment of the day.

We aim to provide water at its best: with a naturally pure essence and a glamorous appearance. Acqua Filette has unique characteristics: a total absence of arsenic,

almost zero nitrates, a well-balanced amount of minerals and a low level of sodium.

thanks to an extra-white superior glass and super quality-preserving PET bottle, more resistant than any other imported brand, like Evian or Acqua Panna.

SUNFRIEND

However, we like to carry a distinctive appeal also in our packaging:

That is our vision: always offering a unique drinking experience:

an extremely pure and refreshing water with a classy and distinctive look, perfect for any moment of your day.

Thanks to our combination of a pure water with a luxury look

in a more polarized market in term of low and high-end product offer, we expect to see a steady growth of Acqua Filette presence abroad, tackling new markets in Asia and the Americas. Forecasts apart, we know that these objectives

can only be achieved in a sustainable way: preserving our unique origins,

guaranteeing full-quality through any moment of the supply chain and constantly pushing for innovation in developing and improving our packaging. 對台灣市場的期待

We deem Taiwan to become a quickly expanding market for Acqua Filette

in the near future. In this direction, we are extremely happy to have the chance

to understand it better and approach it thanks to a solid distribution agreement targeting the local passion for trendy, pure and new cool products.

I think Acqua Filette can see interesting developments in such framework.

啤

酒 Beer

吃貨幫派上友。 — 70

地表最酷啤酒滿足你的「渴」望

啤酒

BEAR BEER 德國熊啤酒

2012 年進入台灣市場的德國熊啤酒，來自擁有

受到肯定與信賴，最重要室毫不馬虎的製成與用料，

德國單一酒廠產量最大啤酒廠，不僅銷售全球 90 多

減料，堅持實實在在的德國傳統啤酒釀造標準製造。

130 年釀製歷史的知名德國啤酒廠 HARBOE，身為國，高品質更讓丹麥皇室欽點為御用飲品。

最優的是，進口的德國熊啤酒從 4%~12% 的多種選

擇，不同趴數任君挑選！

SUNFRIEND

有了皇室加持，代表 HARBOE 逾百年製酒經驗

從水質到麥芽、啤酒花和酵母無一不講究，不偷工

台灣，

是熊啤酒打開亞洲市場的大門

TAIWAN, The Door To Asia

吃貨幫派

the letter from BEAR BEER

上友。 —

Bear Beer is be the strongest Beer brand in the Harboe Group Beer category, following a clear and straight direction. Selling in more than 90 countries, Bear Beer is an international brand with a wide assortment and different packaging options.

Taiwan plays a strategic role in the development of the Bear Beer brand in Asia. Since Bear Beer started in 2011 during a summer campaign sales in a leading Convenient Store in Taiwan, it has shown it′s strength as a beer

that makes the difference to existing standard brands in the market. All over the past years Bear Beer has introduced different varieties and innovative products. With the huge support, experience and a big amount of effort, SUNFRIEND has played a key role in bringing Bear Beer on the level, where we stand today. Asia has learned from the creativity of the team in SUNFRIEND, which has given a guideline, what Bear Beer means to the Asian consumers. That′s why today Bear Beer is still in a leading position under the imported beers from Europe to Taiwan.

SUNFRIEND 73

專業製程，130 年製酒經驗值得信賴

●

嚴選用料，遵循德國傳統「啤酒純淨法」釀製

●

品項多元，開發不同濃度、麥種及不同風味

●

棒棒糖 Lollipop

吃貨幫派上友。 — 74

Original Gourmet

美味星棒棒糖

棒棒糖

大人也愛吃

這支棒棒糖還有主題曲！舔著一支心愛的棒棒糖，是充滿回憶的兒時滋

糖的獨特陳列與定位，讓台灣年銷售量超過 100 萬

味。回不去的童年，卻可以在 Original Gourmet

支，大陸地區也於上市第一年銷售量破 200 萬支！

Original Gourmet 起源於美國新罕布什爾州的沙

在夜店以 LED 燈加持的特殊陳列架，更是夜店最閃

美味星棒棒糖中得到撫慰。

連市，連續八年獲得美國銷售冠軍，為全美第七大糖仿冒，天然的原料色素，可以放心讓小孩食用。

延續「Taste for Fun」精神，上友將美味星棒棒

亮的產品。最重要是，與 KKBOX 年度新人 J.Sheon

的跨界合作，讓這支棒棒糖還有自己的主題曲！

誰說，棒棒糖是小孩吃的，美味星的誘惑，是充

滿童心的大人們也難以抗拒！

SUNFRIEND

果製造商。獨特的專利製作技術，不僅其他廠商難以

讓喜愛棒棒糖的潮人們，樂把棒棒糖當時尚配件，

the letter from Original Gourmet

對於品牌未來的期待

Original Gourmet Food Company, U.S. owns or is partners

in owning factories in U.S., Brazil, Turkey and China. We are

誰說棒棒糖不健康？

U.S.Market. Our lollipops last about 1 hour and are

無麩質認證。

#1 in Lollipop Sales one pop sold at a time in the

produced on patented state of the art Manufacturing

非基因改造原料、

Equipment.We produce with Real Cream and the best of

the best ingredients.We invested in a new Nestle Factory in Istanbul, to sell to Nestle, and Original Gourmet Chocolate Fusion Cookies and Wafers and other Private Brands.

New Products are added to our Family Original Gourmet

用料扎實沒得比

質地堅硬不易碎裂，口感扎實細膩。

Chocolate Fusion as we grow, and it comes with Milk

Chocolate, Dark Chocolate,White Chocolate with Chocolate Biscuits, and Peppermint bark for Christmas Holiday which is used 68% chocolate. Better Quality and Tastes. 對台灣市場的期待

Our goal is to grow our Brand in Taiwan by offering fantastic products and give value to the consumers.

真的好棒棒

使用塑膠棒，

不易受潮或破損。

洋芋片 chips

SNACKGOLD 金氏洋芋片

吃貨幫派上友。 — 76

嚴選原料

100％西班牙特級油品製作頂級風味伊比利火腿黑松露魚子醬設計感包裝外黑內金更顯低調講究

洋芋

洋芋片人人愛吃，尤其上班空檔、休閒時候，總

名列拜訪歐洲必吃零食，來自西班牙的金氏洋芋

是讓人一口接一口，無法停下手，可說是最佳的零

片（Snackgold），就是洋芋片與這些頂級原料相

享受。

油，將洋芋厚片純手工慢炸，加上看得見且貨真價

食選擇。而這種平民滋味，在歐洲卻成了一種頂級想像一下，西班牙國寶「伊比利火腿」、餐桌上

的食材美味，是不是讓人食指大動。

遇的滋味，使用西班牙頂級葵花油與特級冷壓橄欖實的頂級食材，風味真實還原，每一口都讓味覺享受再升級。黑金的低調包裝，質感滿點，更讓吃洋芋片成為一種講究！

SUNFRIEND

的鑽石「黑松露」、海中黑鑽「魚子醬」，這些頂級

片

頂級食材入味最奢華的洋芋片

the letter from Snackgold Snackgold 對於品牌未來的期許、走向

Snackgold in 2018 will continue to grow both in the number and ranges of products and in the new markets to be sold. For the first quarter of 2018, Snackgold will be present at the

Fancy Food Fair in the USA to consolidate the customers of the American continent. It will also continue developing new projects that it has in other countries in the 5 continents, which makes SNACKGOLD a very important project at an international level. In 2018

SNACKGOLD, will continue to consolidate its product lines of chips, snacks, jams and olive oils. And there will also be launch of a new range of very interesting product to combine with your chips and snacks !!!. Very soon we will inform you !!!! 對於台灣市場的期待

For the Taiwan market, SNACKGOLD wants to strengthen its alliance with our partner

SUNFRIEND to grow together in this interesting and exciting market for SNACKGOLD. Step by step we want to market all our SNACKGOLD product ranges through

SUNFRIEND. We also want to help SUNFRIEND to respond to any product proposal that SUNFRIEND creates interesting for the Taiwan market.

We want to make SNACKGOLD a reference brand in gourmet foods within the Taiwan market and for this we are very happy to have started working with SUNFRIEND..

堅

果

Nuts

堅豆人 Gentle Nuts

一顆就上癮層層酥脆的解饞零嘴

「堅豆人」系列嚴選的果實顆顆飽滿，突破傳統一般市面上的薄鹽口味，而是以繁複做工製成。

先將堅果進行烘烤，再以一層小麥麵衣封存住堅果美味，不論是包裹咖哩調味的腰果、還是淋吃貨幫派

上蜂蜜佐鹽的花生，都讓原先的堅果風味更加迷人，營養加分。而且獨立小袋包裝，更不用擔心無法一次吃完，或捨不得一次吃完；最重要是，日本製作的堅豆人延續日系血統的講究，手工

上友。 —

木箱禮盒裝著三種堅果，更是送禮自用兩宜的特選好物。

磅集合！重

堅豆禮盒 - GENTLENUTS 堅豆人禮盒同時享受

3 種美味

手工木箱禮盒，保鮮小包裝

堅果

口口香脆的金黃果實

蜂蜜花生

Peanuts Honey SUNFRIEND 79

咖哩腰果

Cashew Curry

煙燻花生

Peanuts Smoked

◆

點

一米三入魂 ◆

心

Cake

洗米

以流動水取代浸泡式洗

法，讓每顆新鮮日本米不殘留米糠味。

金吾堂米果吃貨幫派

每一片仙貝，

上友。 —

都是 60 年堅持的味道

掏心

採取大吟釀製法，精取最甘甜米心，保留最佳的香氣與色澤。

為了一片完美仙貝，卻是日本

金吾堂堅持了 60 年的味道；創 80

立於昭和 31 年（ 1956 年），只

專注做一種產品，做到極致、接

近完美。除了製作上堅持嚴謹傳統「一米三入魂」的方式，但最

法製作，完全無油炸，卻

動人的，莫過於專注的職人精神。嚴選 100% 日本國產米搭配獨家醬汁

堅持講究的製程

煎烤

職人親自監督以特殊煎烤

國際標準

ISO9001 與 HACCP

擁有炸物表皮酥脆風味，並依每日溫度濕度等狀況調整原料完美比例。

工廠認證

和鹽米果

甘口醬油米果

黑胡椒米果

灑上沖繩青海海鹽，清爽

粉調味，煎烤而成的米

純釀醬油調製的米果

用日式昆布高湯調味，再海味讓人無法拒絕。

道地傳統純釀醬油與柴魚

果，入味的米香，吃起來回甘不死鹹。

香蒜辣味鹽仙貝

香蒜醋味鹽仙貝

特調，加上初榨橄欖油，

味，再淋上初榨橄欖油，

開胃的大蒜辣椒與黑胡椒喜歡重口味的人不可錯過。

以大蒜與羅勒香料調

如同義大利麵般細膩調味而成就而成的口味。

粗磨黑胡椒灑在用兩種

上，辛香衝鼻味道，刺激著嗅覺與味覺。

統口味開發別於傳極致將傳統仙貝新！再突破與創

點

餡，美味無法擋

獨立包裝，方便攜帶

優格牛奶

香蕉蛋糕

的單純美味，散發樸實

就香氣十足，加入蛋

清香的柳橙與蛋糕的相

只有雞蛋與優格、牛奶

怎麼都吃不膩。

的味道。

遇，微酸的餘韻與香氣，

幸福堂

口感扎實

柳橙蛋糕

細緻綿密

口口幸福

鬆軟濃郁

高營養的香蕉，本身糕後讓味道更加乘。

SUNFRIEND

縮乳，濃郁豆沙內

心

● 添加北海道牛奶濃

北海道鮮奶小饅頭

●獨立包裝，外出攜帶很方便

北海道夾心小漢堡

●百年老店，安心食品掛保證

天惠製菓

乳酸菌

長野百年和菓子

跳脫傳統新滋味

美味不減更健康超過 100 億的

餅

乾

Crackers

吃貨幫派上友。 — 82

蘇打餅系列

天然榖物香，生機食材美味無負擔健康營養

三種口味，

多穀多健康！

青蔥藍藻餅乾

奇亞籽餅乾

充滿新鮮綠意的青

在酥脆的餅乾上，灑

螺旋藍藻與奇亞籽，

稱號的奇亞籽，融合

蔥，加上美國加州猶如一場美味三重奏。

上有著大自然營養師

原本的麥香，更增添不同的口感。

餅乾

從小吃到大的蘇打餅乾，是許多人餐間墊肚子的

輕食選擇。上友的蘇打餅系列，不僅選用澳洲小

麥，經自然發酵小時後製成餅皮，佐以無氫化植物油進行烘烤，為了強調天然和健康，又不失美味，特別開發三種不同口味：像是加入含有豐富纖維與營養的奇亞籽，或是選用迷迭香、羅勒與小茴香等天然香草，還有添加青蔥與美國加州螺旋藍藻等，都讓蘇打餅乾的不再單調，樸實中更有獨特風味，越咀嚼越香。

方便攜帶

單包裝內含三片，

獨享、分享都適合。

符合現代人的健康需求，還通過杜夫恩萊檢驗，

咬一口酥脆口感，唇齒之間散發出清爽自然的榖物香氣，讓人回味無窮。

香草岩鹽餅乾點綴般的岩鹽，更能在咀嚼中帶出榖物的淡淡甜味，也讓香草氣味更加迷人。

有機食材

自然生機食材，

SUNFRIEND

採用嚴選自然生機食材，不含防腐劑及人工色素，

不含防腐劑與人工色素。

授權商品 Snacks

Peppa Pig 粉紅豬小妹

兒童界巨星，陪孩子健康成長有一隻可愛的粉紅色小豬「佩佩」（Peppa），跟爸爸、媽媽和弟弟喬治住在一起，可愛又淘氣的佩佩熱愛探險、扮家家酒，還喜歡跳泥巴…… 相信家有學齡前幼童的家長，對被孩子暱稱為

吃貨幫派上友。 — 84

目前粉紅豬小妹全系列商品超過 10 種不同主

「佩佩豬（Peppa Pig）」的粉紅豬小妹肯定不陌

題包裝，鹹香蛋黃酥餅、蒜香雞汁脆餅、青蔥藍

走紅 10 年，就像家中的每個小孩一樣對周圍事

授權產品的嚴格要求，從天然原料到包裝細節，

生，這位「兒童界巨星」佩佩，早在歐美澳等地物充滿好奇，這樣正面又鮮明的個性，極具教育意義的卡通，也引起上友的注意，並取得授權。

品牌魅力百分百

粉紅豬小妹品牌，形象可愛又正面。

藻蘇打餅、香草岩鹽蘇打餅……均遵守品牌對於都以健康美味兼具安全為原則，是最適合家中大人小孩共享的休閒點心。

授權商品

鹽烤胡椒脆餅

安心沒有疑慮

蘇打餅系列

香草藍藻蘇打餅

SUNFRIEND

品牌授權產品上友品管掛保證

香草岩鹽蘇打餅

隨身小包裝輕鬆帶著走

蒜香雞汁脆餅

鹹蛋黃酥餅

米

果

Rice Crackers

Ri-O 力歐米果

泰國香米變身非油炸每口都是「米香」乍看來自泰國的 Ri-O 米果，實在很難想像，

這彎彎的可愛造型，像是一尾尾蜷曲的火燒蝦，

油炸，不含反式脂肪，保留米香不油膩。

每一顆都是飽滿特濃的豐富滋味，要打破你

吃貨幫派上友。 —

竟然是米果！

對米果的想像，更是重口味零食愛好者必會迷

米粉摻製，完全真材實料，是如假包換的阿「米

秒涮嘴 5 秒完食，無法停止的美味⋯⋯方便食

其實，Ri-O 米果是以泰國香米製造，而非玉

果」！泰國貴族米製作，不含麩質；以烘烤取代

上的濃郁滋味！口口夠味不油膩，更讓你體驗 1

用的拉環式筒裝，吃不完還可以蓋好收藏，從打開到吃完都能維持香脆口感。來自泰國，口味上當然也延續濃重味道，BBQ、酸奶油、芥末海

苔與特濃起司四種口味可以選擇。

米果 SUNFRIEND

米中的貴族

泰國香米

相較於台灣米有點黏又不太黏的香

糯口感，鬆軟不黏的泰國米，也擁有一群擁護者。純白晶瑩的細長米粒，煮成的飯還帶有一股特殊的「花香」而聞名，與其說是茉莉花香，更接近當地的香蘭葉味道。

✓ 用料實在

酸奶油起司風味米果

芥末海苔風味米果

特濃起司風味米果

風味米果

酸奶油和巧達起司

夠味卻不嗆的芥末

品嘗正統巧達起司

想念烤肉的滋味？

諧而不膩的絕配。

氣直衝腦門。

米果就能滿足！

BBQ 風味就對味！

BBQ

純正泰國香米製造，絕非玉米粉再製品。

✓ 口味獨特四種口味選擇，讓重口味的零食控無法抗拒。

的完美結合，是和

遇上海苔，口感香

風味，這顆小小的

只要來口酥脆火烤

果

物

Dried Fruits

吃貨幫派上友。 — 88

100%

上選新鮮水果製成而非次級的果子。

GRO GAM

果乾

裹甘系列

裹住果物原始甘甜吃得到自然滋味的好味道，上友投入開發果乾產品，選用在地的新鮮水果，低溫封存美味，去除多餘水分，保留水果

SUNFRIEND

台灣水果聞名世界，用來製成果乾更是令人按讚

原有的糖分、膳食纖維和其他多種營養成分一起濃縮入果乾內。

因為裹甘系列屬於自然食品，在製作過程中，無

添加多餘的糖、色素或其他調味等化學成分，反而因為果乾在製作過程中，連同果皮一起乾燥，讓我們能更完整的攝取到整顆水果所含的營養。

小而輕巧的果乾，既能解饞，更容易保存隨身攜

帶，不論是陽光鮮橙片、紅心火龍果、無核蘋果片、翡翠青檸片與金黃鳳梨花，每一口都像剛從果園摘下的新鮮滋味！

陽光鮮橙片鎖住整顆的原汁原味

完整切片的金黃色澤，保留了柳橙的

香氣以及纖維，充滿陽光的滋味，微苦的果皮、香甜的果肉與酸色的籽，一片就能滿足不同味蕾享受。

PINE APPLE

金黃鳳梨花不添加糖原味呈現

甜蜜蜜、充滿酵素的金鑽鳳梨，鮮吃就很過癮，好

像一朵朵太陽花的薄片果乾，甜度不減，還多了ＱＱ感覺的咬勁。吃貨幫派上友。 —

無核蘋果片

酸甜清香濃縮一片

酸甜的蘋果脆片，去核切片，不用擔心咬到籽，而

APPLE

原色原味的紅色果皮與甜甜圈狀果肉，充滿趣味，還沒吃就讓人會心一笑。

紅心火龍果新纖美味吃得到

果肉顏色通紅，富含花青素外，甜度更勝一般火龍果。製成果乾後的紅心火龍果，色澤更顯鮮艷，清採風味。

SUNFRIEND

甜與微酸的口感，彷彿現

PITAYA

翡翠青檸片黃金比例的回甘

保留維他命Ｃ豐富

的果皮部分，濃縮的營養精華，不論是泡茶，或是整片

LEMON

含著，酸甜回甘。

蜜

餞

Preserved Fruits

特厚無籽，讓你飽嘴滿意的鹹酸甜梅好日子，藏好心情，無法抵抗的酸甜系。

來自日本的梅乾權威品牌宅間（ Takuma ）特厚無籽梅乾，保留所有你對梅乾滋味的想像，

吃貨幫派

但是特厚的飽嘴口感，令人一吃就愛上。

特選新鮮梅子去籽後，以些許鹽醃製入味，

上友。 —

去掉了梅子的青澀，保留了完整果肉與厚度，

一打開貼心的獨立包裝，就是撲鼻的濃郁香氣，厚片梅乾吃來滿口飽足，恰好的酸度與回甘滋味，讓人光想都口水直流了！

厚實濃郁

好解膩

特厚完整果肉、貼心去籽，顆顆飽嘴，每顆梅乾味都濃郁，酸甜滋味更解膩

蜜餞

特厚無籽梅乾

保留了完整果肉與厚度，厚片梅乾吃來滿口飽足，滿足你對梅乾滋味的所有想

像，飽嘴的口感，一顆令人一吃就愛上。

SUNFRIEND

獨立包裝方便攜帶

日本原裝進口，獨立包裝方便吃

無籽梅乾

一打開貼心的獨立包裝，就是撲

鼻的濃郁香氣，貼心去籽處理，再也不用一邊吃一邊吐籽，還要擔心不小心咬到果核，能夠盡情咀嚼梅乾的滋味。

巧克力

HIP STARS CHOCOLATE

Chocolate

吃貨幫派上友。 —

節慶最佳小禮物保證話題十足

德國製造保證

使用厄瓜多可可豆

巧克力

星光閃閃眾星雲集

最「大咖」的巧克力

在德國製造的 Hip Stars 系列巧克力，在設計上玩出的新梗，由英國

團隊 Takkoda 操盤設計的包裝，以可愛的貓狗寵物結合大家熟悉的全球

名人，讓外包裝也猶如一場變裝派對，吸睛度超高，讓人一看到就忍不住玩起猜一猜的遊戲！捨不得打開的包裝裡面，是選用厄瓜多可可豆、

50％可可含量的牛奶巧克力，從裡到外，除了味覺享受，還充滿視覺感，

the letter from Chocolate and Love

SUNFRIEND

保證讓收藏控的你，忍不住想要一次全部擁有！今天，你想吃哪一片？

Next Stop on the World Tour of the HipStars: Taiwan!

The HipStars have already enjoyed great success in Mainland China and Hong Kong, so Taiwan is a natural next stop on

their Grand World Tour. The Hollywood agent of the HipStars have been informed that the people of Taiwan has a great sense of humour and therefore should fall passionately in

love with the HipStars. Humour is important; if not life gets too serious.

The HipStars collection include famous timeless hilarious

swashbuckling famous stars that are literally bursting with star

quality, including some looking like some of Hollywood's most

famous movie stars and singers. Each character is widely known, prominent and a successful superstar and has been carefully chosen for our HipStars range.

The images on the 100g chocolate bar packing features pets

dressed up as humans resembling celebrities. With a famous face to suit everyone, these chocolate bars make a fabulous gift and even have a dedicated area on the back with a box saying To:..... and From: .....! This is the perfect gift for pet

lovers, for people who adore a certain star and in general just for people with a good sense of humour. It is a perfect gimmick to bring to a dinner party.

巧克力 Chocolate

吃貨幫派上友。 — 96

Chocolate and Love 巧克力

有機認證的巧克力故事的開始，是一對英國高階白領夫婦辭去

草等皆來自公平貿易合作社，使用純天然原料。

而是打造出被譽為最接近完美的巧克力夢工廠。

分收入給第三方森林修復機構。外包裝也毫不馬

了高薪工作，他們沒有退隱山林、另謀高就，

2010 年創立 Chocolate and Love 後，還

把對巧克力與地球環境的愛，落實到自家產品，堅持 NO pesticides！NO child labour！（沒有農藥、沒有童工）的品牌訴求。

可可豆來自多明尼加、秘魯、巴拿馬、巴西

與馬達加斯加的有機可可農莊，可可、糖、香

最重要是，每賣出一塊巧克力，都會捐獻一部虎，請來紐約著名插畫師 Richard O'Connor 的手繪，充滿叢林熱情，讓人彷彿置身其中。

內容有料，7 種口味都榮獲食品奧斯卡 great

taste 獎肯定；手繪包裝，也拿下 MMPRISEN

設計大獎。Chocolate and Love 裡裡外外都能展現創辦人的那份堅持！

巧克力 SUNFRIEND

the letter from Chocolate and Love Chocolate and Love 對於品牌未來的期許、走向

The foodie who wants high quality and great flavours, the health-conscious eco-aware people, the chocolate connoisseur, the guy who wants to buy a beautifully wrapped chocolate to a wonderful date, the person who is conscious of supporting ethically sourced ingredients. 對於台灣市場的期待

We are very excited to launch in Taiwan, home to high mountain ranges, great beaches and stunning national parks with hot springs. We believe that our brand will be a good match in particular for the bigger cities and the capital, Taipei, a vibrant culture and entertainment hub.

原料有機，堅持公平交易手繪包裝，榮獲設計大獎英國品牌瑞士製造，純正巧克力工藝愛地球宣言，

部分收入捐給森林修復機構

泡

麵

Instant Noodles

吃貨幫派上友。 — 98

NUNU 越南泡麵

開動！與越南相遇的美味旅程提起越南美食，可不是只有 PHO（河粉）、

透過 NUNU 越南泡麵將將在地化口味推往國

椰奶味道， NUNU 越南泡麵將東南亞的越南

色，討喜的外型設計，四款口味包括：綜合香

米粉而已。不管你喜歡的是酸辣湯頭或者香濃口味與泡麵結合，不管你喜歡的是酸辣湯頭或者香濃椰奶味道通通有！

由越南公司 Lotus Gourmet Corp 製造，

際化舞台。光是外包裝就能清楚區隔出口味特

濃椰奶與南洋風咖哩的「咖哩雞」、吃得到菇

類的清爽「蔬菜」、微辣雞肉湯底的「烤雞」，當然還有道地的越式「海鮮」口味。

泡麵 SUNFRIEND

the letter from NUNU NUNU 對於品牌未來的期許、走向 Nunu is a high quality product, positioned for middle and high end consumers, with a special flavor and distinctness for other instant noodles available on the market. Nunu will be top of mind of Taiwan customer about instant noodles from Vietnam. 對於台灣市場的看法與期許

Taiwan is a potential market, and the culinary culture between Taiwan and Vietnam is similar. The demand for convenience products is increasing, so this is an opportunity for Lotus Gourmet to invest in developing Nunu - Instant Noodles. Lotus Gourmet will launch Taste'e Instant coffee and Taste'e pie in the near future. Hope to receive positive response from partners and customers. Orientation in the future, Taiwan will become the strategic and target market of Lotus Gourmet

冰淇淋 Ice Cream

G7 Gelato 義大利冰淇淋

吃貨幫派上友。 — 100

Trendy Pure New Cool

冰淇淋

享受吧！正統義大利口味 100％

「Gelato!」被上帝親吻的義大利頂級冰淇淋，

美味程度連教皇都無法抗拒。而以義大利傳統製

作手法的 G7 Gelato，是 1958 年時，

義大利手工製作

Guglielmo Visani 於美食之都波隆那

（Bologna）所創辦，並以創辦人與六個小孩名字開頭的「G」為品牌概念所命名，代表家族對於傳

SUNFRIEND

統義式冰淇淋的堅持與傳承，更展現對 Gelato 的熱情與奉獻精神。

G7 Gelato 堅持傳統手工工藝製成，以大量

牛奶取代鮮奶油，口味清爽，用料天然實在，豐富配料看得到，還沒下手買就讓人視覺上也大吃冰淇淋！除了美味誘人，最重要是，義式冰淇淋相較知名的美式冰淇淋品牌，脂肪含量低

101

40％，鈉含量低 70％，多吃也不用怕胖。

來一口 G7 義式冰淇淋，讓你享受的不只是冰

淇淋，還有義大利的古老歷史、對美食的美好回憶，還有義大利人對於傳統手工的堅持。

即使 -18℃冷凍，

口感如絲綢般滑順細緻

專利透明包裝，

新鮮豐盛佐料看得見

牛奶取代鮮奶油

低脂配方清爽不甜膩

起

司

cheese

北海道扇屋起司系列

大人、小孩輕鬆補鈣咀嚼濃郁的芳香扇屋起司系列起司就像是食物中的千變女郎，在不同的來源、產地、

發酵時間、顏色、形狀的排列組合下，展現萬種風情。吃貨幫派

不論是當做平民小食、零嘴，或者搭酒、入菜，都是最

好的食伴。根據研究指出，起司的營養成分不輸牛奶，更好

上友。 —

吸收，更是大家輕鬆加鈣的最好來源。

童心系

「用最簡單的原料，做出

不簡單的起司。」以日本當地農場直送起司工廠的新鮮牛乳為原料，除了口感溫和帶有奶香的豪達起司加上質地平滑的切達起司外，還有現撈鱈魚製成的鱈魚片，上下包夾一條條香濃的起司，不只補鈣、香濃也加倍！

這樣用心的扇屋起司系

102

列，還提供獨立的真空包裝，是隨時想要補鈣的大

人、小孩，可以直接食用，又不怕沾手的好選擇！

扇屋起司的狂銷祕密

no.01 貼心包裝獨立小包裝

方便隨身攜帶，隨時享用

no.02 安心衛生每條起司都是真空包裝，不需冷藏也能鎖住新鮮

no.03 00%

扇屋 1

起司北海道

扇屋加

起司曼貝爾

扇

起司屋點心

輕鬆補鈣健康零嘴，適合補充鈣質，最適合孕婦與小孩

起司

扇屋起司

紅酒用起司系列成熟系

日本四國愛媛縣百年大廠扇屋起

SUNFRIEND

司名品，是以紅酒搭配的夢幻逸品，厚實起司味道醇厚，香氣十足，搭以香濃的鱈魚起司，口感滑順，搭配紅酒一起品嘗，是絕對不能錯過的頂級享受。

103

扇屋起司

鱈魚起司餃濃郁系

用新鮮「鱈魚」製成好吃的

起司餃皮，內層採用愛媛縣香濃的起司，新鮮的海味與香濃的起司，一點點的鹹味迴盪在嘴中，形成完美的

「 Cheese Pao 」。不僅是大

人們喜歡的下酒菜，也是小朋友愛不釋手的零嘴。

上友有限公司

讓「吃」這件事永遠快樂而美好

SUNFRIEND 發行人

龔明湘

執行主編林雅惠

專案企劃近色文化出版有限公司／潮人物雜誌美術編輯張寶綺

特約攝影李文欽、黃子桓發行所

上友有限公司 / 開燁（上海）貿易有限公司

10670 台北市大安區和平東路２段 295 號 13 樓

電話：+886 2 2707-6698 傳真：+886 2 2700-7097

網址：www.importfood.com.tw/

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