Liroy B.V.

Liroy is a leading European importer, wholesaler, and strategic brand partner specializing in ambient Asian food products, connecting some of Asia’s most established FMCG brands with the European retail and foodservice market.

Headquartered in the Netherlands, we serve as the European agent for Lee Kum Kee and the trusted distributor of renowned brands including Lao Gan Ma, Nissin, Yeo's, Knorr, Calbee, and our own private labels.

Our business goes far beyond traditional importing. We combine global sourcing expertise, supply chain control, category management, and market expansion strategy to help brands achieve long-term growth and dominant shelf presence across Europe.

Serving retailers, wholesalers, foodservice operators, and food manufacturers, Liroy acts as the commercial bridge between world-class Asian producers and Europe’s evolving consumer demand—delivering not just products, but scalable growth, market relevance, and sustainable competitive advantage.