Finch Foods, a prominent Sri Lankan fast-moving consumer goods (FMCG) brand, is strengthening its global footprint with the launch of its retail operations in Australia. This expansion represents a significant milestone for the company, which has successfully entered four international markets within the past three years.
The brand’s entry into Australia encompasses a multi-channel approach, including a dedicated e-commerce platform, a presence on Amazon Australia, and ongoing negotiations with leading supermarket chains, specialty retailers, and distributors. Australian consumers now have access to an extensive range of Finch Foods’ high-quality products, which include signature spices and seasonings, coconut-based items, gluten-free flours, Ayurvedic and herbal products, and natural food colorings. These offerings highlight the rich diversity and unique characteristics of Sri Lankan ingredients, catering to both traditional and contemporary culinary preferences.
According to Fawaz Fassi, Founder and Managing Director of Finch Foods, Australia has always been a strategic market for the brand due to its substantial growth potential. “This expansion underscores the increasing global demand for authentic Sri Lankan heritage ingredients. We are delighted to introduce our distinctive product range to Australian consumers,” he stated.
Finch Foods commenced operations in 2015 as a fully import-driven enterprise, securing exclusive distribution rights for internationally recognized brands such as Bragg Live Foods (USA), The Berry Company (UK), Kewpie (Japan/Malaysia), Cornish (UK), Pokka (Singapore), and Nando’s Grocery (South Africa). This initiative provided Sri Lankan consumers with premium-quality international flavors and ingredients.
However, the onset of the global pandemic, coupled with economic instability in Sri Lanka, posed significant challenges to this business model. In response, the company re-evaluated its approach and identified an opportunity to leverage Sri Lanka’s rich repository of spices, herbs, and natural ingredients. By shifting its focus toward local production, Finch Foods sought to introduce Sri Lankan flavors to international markets, capitalizing on the unique culinary heritage of the country.
As part of this strategic transformation, Finch Foods inaugurated its first independent retail outlet in Havelock City Mall, Colombo in 2023. Simultaneously, the company expanded its presence across multiple international markets. It successfully established retail operations in Hong Kong, the Czech Republic, and Canada, emerged as a key supplier to Japan, and secured a significant partnership with the global retail conglomerate Lulu Group in the United Arab Emirates (UAE).
The brand’s international success is attributed to its commitment to quality, innovation, and authenticity. By consistently offering premium Sri Lankan products, Finch Foods has positioned itself as a trusted name in the global FMCG sector. With the Australian expansion, the company aims to further consolidate its international market presence while promoting Sri Lanka’s rich culinary heritage on a larger scale.
Looking ahead, Finch Foods remains dedicated to its vision of becoming a global leader in authentic Sri Lankan food products. The company continues to explore new markets, expand distribution channels, and engage with consumers worldwide. This latest move into Australia signifies not only a major achievement for Finch Foods but also a testament to the growing global appreciation for Sri Lankan ingredients and flavors.
