FDI matched its baumkuchen to markets and won a German supermarket deal
International business story | ANUGA 2025 buyer meetings produced a German supermarket deal amid halal products, EU-oriented ingredients and stronger follow-up.
Editorial desk
JETRO’s 30 September 2026 profile reports that FDI’s buyer meetings at ANUGA 2025 led to a German supermarket deal. This is a retrospective case, not a new order announcement.
The Mitoyo, Kagawa confectioner makes its own baumkuchen and OEM products, handling planning through delivery in small or large lots. Stronger overseas enquiries prompted export-specific development, while the case notes that its moist Japanese-style cake was not yet widely recognised abroad.
FDI developed halal-certified products and displayed the mark clearly on packaging. It also used domestic and overseas meetings and exhibitions, including FOODEX, to meet new buyers. These are company-specific preparations, not universal certification rules for every product or destination.
For Europe, FDI developed products using ingredients from EU-approved facilities. At ANUGA 2025, buyers praised quality and packaging and raised OEM enquiries; a German supermarket deal followed. Enquiries and favourable feedback must not all be counted as orders.
An export promoter helped the president and an Indian sales employee establish information-sharing and responsibilities. Rules for quotations and document submission strengthened follow-up capacity for growing enquiries, continuing negotiations and OEM work.
The case reports exports expanding from Korea, China and Australia to thirteen countries, with export value rising from roughly ¥7 million to ¥20 million. These are overall figures, not the German contract value or profit. FSSC22000 certification and wider supermarket and café channels were future plans, not completed achievements.
Sources
Some images in this article are generated illustrations.