In a significant move towards healthier eating habits, LINE MAN Wongnai has partnered with Thailand's Department of Health to extend their successful initiative, "Sweeten Less – Healthy Menu," into its third year. This collaboration has already proven impactful, helping to reduce sugar consumption among Thai citizens by over 120 tons in just two years.
The campaign's primary goal is to promote access to healthier food and beverage options while encouraging consumers to choose items with less sugar, fat, and sodium. According to the Department of Health, non-communicable diseases (NCDs) account for approximately 400,000 deaths annually in Thailand, which represents around 77% of all deaths in the country. This alarming statistic underscores the urgency of initiatives like the "Sweeten Less" campaign.
Since its inception, the campaign has seen remarkable results. LINE MAN Wongnai's CEO, Shinsupakul, revealed that over 60,000 restaurants have joined the initiative, contributing to a staggering 30 million orders of beverages with reduced sugar content—58% of total beverage orders. Notably, there has been a 160% increase in orders labeled as "Not Sweet" between the years 2023 and 2024.
Looking ahead, the partnership aims to expand its focus from beverages to main dishes under the "Healthy Menu" project. Dr. Amphon Benjapolpitak, the Director-General of the Department of Health, announced plans to develop new recipes that meet health standards and reduce sugar, fat, and sodium. Restaurants interested in joining this program can submit their healthy menus via the LINE MAN platform, which will ensure compliance with health regulations.
To further encourage participation, LINE MAN is also introducing promotional kits for restaurants that wish to reduce sugar in their offerings. This initiative is designed to raise awareness and promote healthier consumption habits among the public.
During the recent signing ceremony for the memorandum of understanding, LINE MAN Wongnai presented "Healthy Menu" and "Sweeten Less" signs to participating restaurants. Among those receiving recognition were popular establishments like "Eka," a community-based Thai restaurant, and "Chatraramue," a longstanding tea shop that emphasizes consumer health and wellness.
This project serves as a model for public-private partnerships, demonstrating how policy initiatives can be effectively implemented to foster sustainable and healthy consumption behaviors among the Thai population.
In another sector, Ms. Watchara Leekomolsai, CEO of CLP Group, a company focused on agricultural innovation, shared insights on their new "Healthy Rice Base" project. CLP aims to develop innovative products tailored to rice production, including rice dryers and milling machines, with plans to introduce a flour mill by 2025. Their portfolio will feature around 20-30 models, including the Sisod brand, which caters to health-conscious consumers.
CLP's mission revolves around promoting well-being through quality agricultural products sourced directly from farmers. The company is introducing special blends of rice, such as the "Special Fragrant 5 Blend," which combines various fragrant rice types, and the "Sugar Control Blend," which is specifically designed to have a low glycemic index.
With a growing emphasis on sustainability and health since the COVID-19 pandemic, CLP has seen a significant increase in consumer interest in agricultural innovations. Ms. Watchara noted that their sales growth has been remarkable, with a target of 300% growth by 2025, focusing on both existing and new customer bases.
To strengthen its market position, CLP has signed a Memorandum of Understanding (MOU) with four Japanese companies—Taiwa, Kaneko, Skymill, and Kantoh. This collaboration aims to enhance CLP's production capabilities, allowing them to lead the market in rice production, particularly for small to medium-sized operations.
Currently, CLP's customer base consists of 80% Thai and 20% international clients. However, by 2025, they anticipate this ratio will shift to 50:50 as they expand their reach into international markets, including neighboring countries and Africa.
Despite the challenges posed by competition, particularly from Vietnam, which has been rapidly advancing in agricultural production, Ms. Watchara remains optimistic about Thailand's agricultural sector. She emphasized the importance of innovation and competitive practices to maintain and grow Thailand's position in the global market.
As both LINE MAN Wongnai and CLP Group forge ahead with their respective health-oriented initiatives, they reflect a broader trend in Thailand towards healthier consumption and sustainable agricultural practices. These efforts not only aim to improve public health but also to foster a more resilient and innovative agricultural landscape in the country.
