Turkish FMCG company Hayat has announced the launch of its Molfix brand of diapers, saying it expects to capture 30 per cent of the market share by 2025.

Chi Nguyen, regional marketing manager, said: “In every new market Molfix enters, we manage to rank among the top two local players within two years. In Viet Nam we are aiming high and plan to win a 30 per cent market share of the baby diaper category by 2025, a major goal for a brand 100 per cent made in Viet Nam.”

Molfix diapers would leverage the strength and absorption capacity achieved by advanced technology, the company said.

“Viet Nam is an attractive destination to invest in and to support our regional expansion” Cetin Murat, general manager of Hayat Vietnam, said.

“Our high-tech plants, innovative products and marketing investments are solid proof of how strongly we feel about Vietnam’s economic prospects.”

The company had made a US$250 million investment last year.

It has more than 500 employees in Viet Nam, and expects to grow the team as it expands into more product categories.

Its factory in Viet Nam will act as a regional hub with 40 per cent of its output exported to Thailand and Malaysia where the company has trading companies. – VNS