We help food, FMCG & consumer goods 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, tariffs & preferential origin documentation (FTA-dependent), 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 buyer decisions and the same EU single-market access as Western Europe. A CEE listing is your proof of concept — the single market of 450M consumers is the destination.
Kaufland · Carrefour · Lidl · Auchan · Mega Image
Primary entry market — direct retail relationships
Biedronka · Lidl · Kaufland · Auchan
Largest CEE volume opportunity
Kaufland · Lidl · Tesco · Billa
Natural extension of the CEE cluster
Regional chains + international banners
Fast follow-on expansion
Established import & distribution network
Scale-up once CEE proof of concept is delivered
One regulatory framework · one customs territory · 27 countries
Your CEE listing is proof of concept for every EU market — there is no ceiling
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 is built by a team with 15+ years of FMCG commercial leadership — 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