Mark Lister, head of private wealth research at Craigs Investment Partners, said the offer indicated Wilmar sees underlying value in the Goodman assets, and this first step might flush out more interest.
"If investors were willing to accept a takeover offer, they'd probably look for a more attractive price than that," Lister said. "We'll get a better feel when the Australian market opens."
Goodman's dual-listed shares have shed about two-thirds of their value over the past five years. The stock is rated an average 'hold' based on 11 analyst recommendations compiled by Reuters, with a median target price of 54 Australian cents.
In February, Goodman forecast normalised annual earnings to be "broadly in line" with the previous year's A$185.6 million as soaring milk prices and intense competition in baking goods eroded profitability.
The maker of household brands including Vogel's bread, Meadowfresh milk and yoghurt, and Meadowlea butter and margarine has been cost cutting, restructuring and divesting over the past three years, to focus on its core brands and reduce debt.
"The board of Goodman Fielder remains focused on maximising shareholder value and will be constructive in relation to proposals which are consistent with this objective," it said.
Goodman has appointed Credit Suisse as financial adviser and Herbert Smith Freehills as legal adviser. Wilmar and First Pacific appointed Bank of America Merill Lynch and UBS as financial advisers.
Read the non binding proposal here: