Exhibiting at Thaifex - Anuga Asia 2025

Smile Heart Foods Co., Ltd., based in Muang, Samut Sakhon, Thailand, is a leading manufacturer of surimi-based products, frozen seafood delicacies, and ready-to-eat meals under renowned brand names such as A-ROY MARK, Sea Smile, Lay-Yim, and Umi Aji. With a commitment to quality, innovation, and sustainability, the company serves both domestic and international markets across the foodservice and retail sectors.

Core Business and Offerings

Smile Heart Foods specializes in the processing and distribution of high-quality seafood and frozen food products. Its key offerings include:

• Surimi-Based Products:

  • Kamaboko (steamed fish cakes)
  • Fish Balls
  • Imitation Crab Cakes
  • Shrimp Balls
  • Sea Sausages

• Frozen Ready-to-Eat Meals:

  • Konjac-based dishes
  • Bento-style frozen meals
  • Microwave-ready Thai cuisine

• Bakery & Dessert Items:

  • Traditional Thai desserts
  • Frozen bakery pastries

These products are developed using advanced processing techniques to maintain freshness, texture, and flavor, catering to evolving consumer preferences for convenience and nutrition.

Specialisation and USP

Smile Heart Foods Co., Ltd. has built its reputation on several core strengths:

• Advanced Surimi Processing: Incorporates high-grade white fish meat processed through Japanese-standard techniques.
• Customized OEM Solutions: Offers product development services for global brands, including custom flavoring and branding.
• Nutritional Innovation: Focuses on health-conscious products like konjac meals that are low-calorie and high-fiber.
• Integrated Cold Chain: Maintains strict temperature control across all operations to preserve product integrity.

Financial Strength and Operational Scale

Smile Heart Foods operates with a significant industrial footprint:

• Multiple production lines with daily processing capacity exceeding 30 tons of surimi-based products.
• Revenue estimates suggest annual sales between USD 5–10 million, primarily driven by exports and private label manufacturing.
• Export markets span across Asia, Europe, and the Middle East, including partnerships with major supermarket chains and food distributors.

Shipment and Export Records

The company has maintained consistent international trade activities:

• Exports to over 20 countries, including Japan, South Korea, the UAE, and the UK.
• Certified for frozen food and seafood export under Thai Department of Fisheries and relevant international agencies.
• Participates in THAIFEX, Foodex Japan, and Gulfood, leading to expansion in OEM and retail collaborations.

Target Market

Smile Heart targets diverse B2B and B2C market segments:

• Supermarkets and hypermarkets
• HoReCa (Hotels, Restaurants, Catering)
• Frozen food importers and distributors
• Health-conscious consumers seeking konjac and low-calorie meal options

Their product variety and compliance with religious dietary needs (e.g., HALAL) make them a strong player in multicultural markets.

Capabilities

Smile Heart Foods’ operational capabilities include:

• Fully equipped HACCP/GMP-certified processing facility
• High-speed freezing and packaging machinery
• In-house R&D for product customization and innovation
• Cold storage and logistics infrastructure for local and overseas shipping

Certifications and Compliance

The company is certified under multiple food safety and quality frameworks:

• GMP (Good Manufacturing Practices)
• HACCP (Hazard Analysis and Critical Control Points)
• HALAL Certification
• Compliant with Thai FDA and international food export regulations

These certifications make Smile Heart Foods a reliable partner for global food distributors and private-label buyers.

Customer Testimonials

Buyers consistently report:

• High satisfaction with product quality and shelf stability
• Strong value for money across bulk and retail SKUs
• Responsive customer support and reliable delivery schedules
• Success with private-label partnerships due to product consistency

Major Achievements

• Launched the Sea Smile brand across major Thai and export supermarket chains.
• Recognized in Thailand’s Top SME Exporter directory.
• Partnered with international foodservice companies to develop customized surimi recipes.
• Introduced a konjac-based meal line that received health product certification in 2022.

Smile Heart Foods Co., Ltd. remains a highly regarded producer in Thailand’s surimi and frozen food manufacturing sector, offering health-conscious, innovative, and culturally adaptable products for global markets.