OMG Group Enters Vietnam Through 2,500-Store Retail Network in SEA Push
OMG Group secures first Southeast Asia distribution agreement, entering Vietnam through established FMCG network
OMG Group Ltd (ASX: OMG) has signed a strategic distribution agreement with Asean International Pty Ltd to bring its Oat Milk Goodness and Blue Dinosaur brands into Vietnam, marking the company’s first commercial presence in Southeast Asia. The agreement sees Asean International manage importation, regulatory compliance and in-market distribution through its registered Vietnamese entity, DP Medic Co., Ltd. From day one, the partnership unlocks access to a broad set of scaled retail, convenience, hospitality and institutional channels across the country.
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Who is Asean International — and why this partner matters
Asean International is an Australian-based, full-service import and distribution business with over a decade of experience in FMCG import and export, specialising in the Southeast Asian market, primarily Vietnam. Led by Rohan Samaranayake, the business manages the entire end-to-end process of bringing foreign consumer goods brands into Vietnam. That includes product registration, DFAT legalisation, regulatory compliance, importation and in-market distribution through DP Medic Co., Ltd., removing the typical operational friction associated with entering a new international market.
What distinguishes this partnership is the quality and breadth of Asean International’s existing channel relationships. Rather than a generic distribution arrangement, OMG Group gains immediate access to a named network spanning multiple channel types:
- Supermarkets: Winmart, Bach Hoa Xanh (2,500+ stores nationally), Aeon Mall, Lotte Mart, Co.op Mart
- Convenience: 7-Eleven, Circle K, GS25
- Specialty coffee: Katinat chain (80+ stores)
- Premium hospitality: Sun Group hotels and resorts
- Institutional: Marie Curie K-12 education system
The simultaneous coverage of high-volume retail, on-premise coffee and food service, premium hospitality and institutional channels from the outset is a material indicator of genuine market access rather than a staged or limited entry.
Alex Aleksic, Chief Executive Officer
“Entering Southeast Asia is a meaningful step for OMG Group and reflects the growing international appeal of our brands. Asean International brings established relationships across retail, convenience, hospitality and food service, which are the channels we want to build through as we take Oat Milk Goodness and Blue Dinosaur into new international markets.”
Understanding the Southeast Asia plant-based dairy opportunity
Southeast Asia presents a structurally growing opportunity for plant-based food and beverage brands. Several demand drivers underpin this trajectory. High rates of lactose intolerance among the adult population across the region create a natural consumer base for dairy alternatives, while a growing urban middle class and rising appetite for premium imported health and wellness products are accelerating category adoption.
Vietnam, as OMG Group’s chosen entry point, sits within this broader regional context while offering its own favourable dynamics. The country’s milk alternatives segment is expanding at a faster rate than the wider Southeast Asian market, supported by the same structural tailwinds playing out across the region.
Market size and growth context
| Market | Metric | Value |
|---|---|---|
| Southeast Asian plant-based dairy market | Market size | ~US$1.5 billion |
| Southeast Asian plant-based dairy market | CAGR | ~7.5% per annum |
| Vietnam milk alternatives segment | CAGR | ~10% per annum |
Vietnam’s double-digit category growth rate, set against the broader regional market’s ~7.5% CAGR, positions OMG Group’s entry into an expanding market rather than a mature one. For plant-based brands seeking international scale, the combination of structural demand drivers and a growing consumer base willing to pay a premium for imported health products represents a genuinely favourable entry environment.
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A platform for regional growth — what comes next
Management has been explicit that Vietnam is the starting point, not the destination. The company intends to pursue additional distribution partnerships across Southeast Asia as commercial activity in Vietnam develops, with the regulatory and importation framework established through DP Medic Co., Ltd. providing a foundation that can be adapted for further markets in the region.
Alex Aleksic, Chief Executive Officer
“Vietnam is an attractive first market for OMG in the region, with strong demand for premium imported health and wellness products and a growing milk alternatives category. We see this as a first step in building a broader Southeast Asian distribution platform, and an important part of our long-term strategy to build OMG into a genuinely international FMCG business.”
In practical terms, the agreement delivers four strategic pillars for the company:
- OMG Group’s first commercial presence in Southeast Asia
- Access to high-volume retail, on-premise and premium hospitality channels in Vietnam from launch
- A regulatory and importation framework via DP Medic Co., Ltd. that can be adapted for further markets
- A foundation to pursue additional Southeast Asian distribution partnerships
Investors should note that management has explicitly framed this agreement as a “platform,” positioning it as a strategic beachhead for regional expansion rather than a standalone commercial arrangement.
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