Introducing new healthy, sustainable beverages at THAIFEX – ANUGA ASIA 2024.
PUBLISHED : June 8, 2024 at 08:00
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The global pandemic has ushered in a lifestyle that prioritizes health consciousness, prompting consumers to seek food and beverage alternatives that offer health benefits and sustainability. This trend has enabled businesses to innovate and introduce new food options.
TCP Group, Asia’s leading food and beverage producer and manufacturer and distributor of Red Bull, promoted the concept of ‘Enabling a Better World for All’ by presenting ‘The Shining Tower’ with leading brands such as Sponsor, Ready and Warrior, at the recently concluded THAIFEX – ANUGA ASIA 2024, Asia’s leading food and beverage trade show. The event showcased innovative low-sugar beverages and sustainable products, reaching more than 80,000 international visitors from 133 countries, including countries in Asia, the United States, the Middle East and the European Union (EU).
Saravoot Yoovidhya, CEO of TCP Group, said: “The TCP Group ranks first in Asia with its success in energy drinks and the recognition of the Big Brand House. Red Bull leads the energy drink market in Asia, standing out in Vietnam, China and Malaysia with high growth records. TCP continues to expand internationally with its Grow the Core strategy, building successful Thai brands to achieve global recognition, following the success of Red Bull. This year, our primary goal is to expand our presence in untapped markets. Our first step involves launching Sponsor as a pilot product in Africa, followed by expansion in India and the Middle East, targeting the new generation consumers. This strategic initiative aims to build on our remarkable achievements in international markets.
In addition, Ready, the market leader in premium energy drinks for modern women, brought Ready Sparkling, its new product line, to the event to sample. This new product is an energy drink mixed with soda aimed at reaching more young women,” added Saravoot.
Electrolyte drink markets in Africa, India and the Middle East have seen significant growth post-pandemic, driven by health trends and rising temperatures leading to dehydration.
TCP’s commitment to sustainability includes developing new products using innovative technology and supporting local agriculture, with the goal of health and wellness among new generations.
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At THAIFEX – ANUGA ASIA 2024, TCP presented these visions and innovative products through three zones:
1. TCP Product Features: Introducing Three Hero Products:
- Sponsor: Thailand’s number one sports drink. These 3 flavors of electrolyte drinks are leading the way in Africa with the aim of winning the target as their next most favorite drinks.
- Ready Sparkling: A debut of Ready’s new line of premium energy drinks in Thailand with various ingredients such as collagen, vitamin E and zinc, aimed at modern women.
- Warrior: A carbonated energy drink popular in Vietnam.
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2. Product Innovation: Discover the innovation of variety-enriched soft drinks, with a 0% sugar formula for every variant.
- Hopster: A non-alcoholic hop soda drink infused with terpenes, aromatic compounds that have nerve-calming properties.
- Planett: A floral soda with a mild aroma and refreshing taste that offers 0% sugar and 0% calories.
- FarmZaa : 0% sugar soda made from Calamansi fruit or so-called Mapeed, which highlights the eco-friendly packaging with 100% recyclable aluminum cans. FarmZaa, Mapeed Soda, has been developed with a strong intention and passion to support small farmers by adding value to local fruits from Chanthaburi as well as 200% Vitamin C.
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3. International Business Lounge:
- This year marks a remarkable response from trade partners around the world, following electrolyte drinks for sports and entertainment trends, as well as innovative soft drinks that provide a refreshing and relaxing quality. The brand reputation and effective marketing strategies attracted a huge number of interested partners to the TCP booth to test the products and close deals.
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THAIFEX – ANUGA ASIA 2024 also highlighted the TCP products awarded as finalists of the THAIFEX – ANUGA Taste Innovation Award, with ‘Ready Sparkling’.
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“Participating in THAIFEX – ANUGA ASIA 2024 was a remarkable opportunity for TCP to showcase innovative beverages to potential partners, addressing unmet consumer needs. As a House of Great Brands, we are committed to product differentiation and diversity in the global market, confirming TCP as a Thai company that provides products that meet global trends,” concluded Saravoot.
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Despite the brand’s achievement over decades, TCP Group never stops leaving a mark of success in new market areas. The new expansion in Africa is the brand’s aim to set new trends in drinking worldwide and try to reach out to the rest of the world.