In a bold move to expand its international footprint, CHAO, a leader in snack and processed meat products under the "เจ้าสัว" brand, has officially launched its new "Pla Taeng Ob Krob" (crispy fish sticks) in China. This product is aimed at health-conscious Chinese consumers and is now available in over 50 Sam's Club locations across the country, starting in the first quarter of 2025.
Ms. Saowanee Phattaravithorn, CEO of Chao Foods Industry, emphasized the company's commitment to both domestic and international market growth. "China represents a significant opportunity for us, given its large market size and the rising demand for healthy food options," she stated. With the ongoing economic recovery and increasing domestic consumption, CHAO aims to leverage this momentum to enhance its market presence.
The new crispy fish sticks are designed to cater to the growing health trend in China, utilizing high-quality ingredients and a unique baking process that preserves nutritional value while offering a delicious taste. This product is positioned as a "better-for-you" snack, setting CHAO apart from its competitors.
"We believe that our crispy fish sticks will resonate well with Chinese consumers, and we have tailored the packaging to include Chinese language to ensure clarity and ease of understanding regarding product information and ingredients," Ms. Phattaravithorn added. The company has also modified the flavor profile to align with local preferences while maintaining the essence of the "เจ้าสัว" brand.
To promote the new product, CHAO is implementing a robust marketing strategy that includes both online and offline campaigns. This involves collaborations with prominent influencers on popular Chinese social media platforms like Douyin (the Chinese version of TikTok) and Xiaohongshu, where they will review and recommend the crispy fish sticks to their followers. Additionally, CHAO plans to host tasting events in Sam's Club to allow consumers to experience the product firsthand.
For Thai consumers eager to try the crispy fish sticks, they will be available at Tops Supermarket and Big C stores nationwide. "This expansion into the Chinese market marks a significant milestone for CHAO, and we are confident that our crispy fish sticks will be well received, further establishing our brand on the international stage," Ms. Phattaravithorn concluded.
Meanwhile, Suntory PepsiCo is also making waves in the beverage industry by tapping into the health-conscious preferences of Gen Z consumers who are increasingly seeking low-sugar options. The company is set to launch new low-sugar and sugar-free beverages to capture a larger market share.
Tanuja Chawla, President of Suntory PepsiCo Beverage (Thailand), reported that the company has seen continuous growth over the past seven years, particularly in the low-sugar and sugar-free beverage segments, which are in line with ongoing health trends. "Currently, Suntory's value in Thailand has grown by 8.2%, doubling the overall beverage market growth," she noted, highlighting that the market share for low-sugar cola has surged by 16.1%.
In addition to expanding its portfolio of low-sugar drinks, Suntory PepsiCo is focusing on enhancing its product offerings with innovative beverages that prioritize both health and taste. This includes ready-to-drink oolong tea and coffee products, which are gaining traction among consumers.
"Our strategy is to strengthen our soft drink business by introducing new low-sugar and sugar-free flavors to the market," Chawla explained. The company aims to create a beloved brand in Thailand through its 'Must Win' strategy, which involves engaging with consumers and adapting to their changing preferences.
Furthermore, Suntory PepsiCo is committed to sustainability, aiming to become the first beverage company in Thailand to utilize 100% rPET (recycled PET) in its packaging. This initiative is part of a broader effort to reduce environmental impact, with the company already recycling over 8,300 tons of new plastic.
Onawat Sangkathep, President of the Beverage Market at Suntory PepsiCo, added that the company is continuously evolving its product strategy to align with consumer trends. In 2025, cola beverages are expected to maintain their popularity among Thai consumers, accounting for 72% of the market share. Notably, the no-sugar cola market has expanded significantly, reflecting a shift towards healthier consumption habits.
As the beverage industry continues to adapt to changing consumer preferences, Suntory PepsiCo is poised to capitalize on these trends by offering a diverse range of products that cater to health-conscious consumers. The company is also focusing on creating engaging marketing campaigns that resonate with younger audiences, ensuring that Pepsi remains a top choice in the hearts of Thai consumers.
In summary, both CHAO and Suntory PepsiCo are making significant strides in their respective markets, focusing on health-conscious products and innovative marketing strategies to capture the attention of consumers in Thailand and beyond. With their commitment to quality and sustainability, these companies are well-positioned for continued success in the ever-evolving food and beverage landscape.
