Maaike Maagdenberg - Go-Tan

When Maaike Maagdenberg joined Go-Tan as Marketing Director, she stepped into a business already enjoying remarkable momentum. The Dutch family-owned brand had achieved strong double-digit growth in recent years, not through heavy marketing investment or sophisticated data systems, but through instinct, speed, and a deep connection to emerging food trends. Now, as Go-Tan sets its sights on further European expansion, Maaike’s challenge is clear: to build on that entrepreneurial success and translate it into long-term brand strength.

Entrepreneurial Growth as a Foundation

Go-Tan’s success story is anything but conventional. While many FMCG brands rely heavily on structured research and data systems, Go-Tan has grown by staying close to the market and acting quickly. “If you just look at the sales figures in the Netherlands, it’s quite remarkable how they’ve achieved double-digit growth,” Maaike explains. “That comes from being very close to trends and knowing how to respond to them entrepreneurially.”

Two drivers stand out in this growth: expanding distribution and launching relevant innovations at speed. By tapping into the rapidly growing Asian food category, Go-Tan has been able to ride a wave of consumer interest, ensuring its products are widely available and continuously refreshed.

From Sales Growth to Brand Growth

The next phase of growth is about strengthening brand equity. For Maaike, this means shifting focus from purely commercial KPIs towards mental availability and preference. “As a marketer, I look at how strong the brand really is,” she says. “Is there brand preference? When people think of a sauce, is Go-Tan the first brand that comes to mind?”

The goal is to ensure consumers choose Go-Tan regardless of price or promotion. “For me, real brand growth means that you are strongly embedded in the consumer’s mind. Regardless of competitors or price developments, people choose you.”

As competition intensifies in the booming Asian food category, this becomes increasingly critical. More brands are entering the space, and simply being present is no longer enough. The question shifts from visibility to meaning: why should consumers choose Go-Tan?

“For me, real brand growth means that you are strongly embedded in the consumer’s mind. Regardless of competitors or price developments, people choose you.”

Scaling Across Europe: Distribution First, Brand Second

International expansion brings both opportunity and complexity. Unlike traditional food categories, Asian cuisine has become a global phenomenon, making it easier to scale across markets.

This creates a strong foundation for growth through distribution. Entering new markets and securing shelf space remains the first priority. But distribution alone is not enough. “Only once you have good distribution does it become interesting to invest in marketing and grow brand awareness,” she explains.

The challenge then becomes how to balance global consistency with local relevance. How do you build a brand that is recognisable across Europe, while still resonating in markets like Spain or Scandinavia?

“Only once you have good distribution does it become interesting to invest in marketing and grow brand awareness.”

Authenticity as a Competitive Edge

Go-Tan’s heritage offers a powerful point of difference. “What makes Go-Tan different is its authenticity,” Maaike explains. “It’s not a brand invented by a marketer. It’s a real Asian family business.” This authenticity resonates with consumers, particularly in a world where many brands feel constructed or artificial. It provides a sense of credibility that cannot easily be replicated by competitors.

At the same time, authenticity alone is not enough. It must be translated into a clear brand positioning and consistently expressed through communication, design, and execution. “It’s about understanding what makes you different and making sure that is continuously reinforced,” she says.

“It’s about understanding what makes you different and making sure that is continuously reinforced.”

Innovation at the Speed of Culture

Innovation remains a key growth driver, particularly in a category shaped by fast-moving trends. A clear example is the rise of crispy chilli oil, which exploded in popularity almost overnight due to social media trends. “Through a TikTok trend, it suddenly grew enormously fast,” Maaike explains. “As a brand in this category, you need to be able to respond immediately.”

This ability to act quickly is deeply rooted in the company’s DNA. The founders’ sons still travel extensively, spotting new trends and opportunities firsthand. “It’s really craftsmanship,” Maaike says. “They have a strong feeling for what’s coming and know how to act on it quickly.”

At the same time, this instinctive approach is increasingly complemented by data and technology. Tools like AI can help prioritise ideas, test concepts, and identify which innovations are most relevant for European consumers. The combination of intuition and validation allows Go-Tan to remain agile while making smarter decisions at scale.

“As a brand in this category, you need to be able to respond immediately.”

Balancing the Short and the Long Term

Like many marketers, Maaike faces the constant tension between delivering short-term results and building long-term brand value. Promotions, for example, still play an important role, particularly in driving trial for new products. “For innovation, promotions can help lower the barrier for consumers to try something new and build penetration.”

But these short-term tools must fit within a broader strategic direction. Without a clear vision, there is a risk of constantly chasing trends and losing focus. “It helps enormously to have a clear point on the horizon,” Maaike explains. “Otherwise, you go from one trend to another without knowing where you are heading.”

In this sense, marketing’s role is not just to execute, but to guide, ensuring that every action contributes to a coherent long-term journey.

“For innovation, promotions can help lower the barrier for consumers to try something new and build penetration.”

Winning in the Mind: The Role of Brand, Insight and Direction

Ultimately, growth is determined not just by distribution or innovation, but by what happens in the consumer’s mind. “Even with equal budgets, distribution, and innovation, some brands still win. That’s because of intangible factors, like distinctive brand assets, design, creativity, and emotional appeal.” This is where marketing plays a critical role: defining a clear brand direction and guiding decisions across the business. Without that, companies risk chasing trends without building lasting value.

At the same time, data and research are becoming increasingly important to support decision-making, especially as the business scales. But they are most powerful when combined with human understanding. “Data can tell you what is happening, but you still need to understand why consumers make certain choices.”

For Maaike, the path forward is clear: combine entrepreneurial speed with stronger brand building and insight. That balance is what will turn Go-Tan’s current momentum into sustainable, long-term growth.

“Data can tell you what is happening, but you still need to understand why consumers make certain choices.”