In Thailand, 7-Eleven has been working closely with brands to introduce premium high quality products to consumers.
One example is a leading food manufacturer and distributor, KCG Corporation Public Co., Limited which helps to deliver raw material solutions from Van Houten Ingredients to 6 leading Thai cake manufacturers under the EZY Sweet brand and SME brands: NSL Foods, CPRAM, Singha Food, Bow Bakery, Grand Inter Foods, and NSL Bake a Wish. Using these high-quality ingredients, they created and developed 13 new bakery products from brownies, rolls and cookies, making premium taste easily accessible to customers at 7-Eleven.
A recent Asia Consumer Study 2026 by Roland Berger highlighted that 79% of Thai consumers prioritize quality and brand reputation over price, and there’s a growing demand for premium snacks and beverages to satisfy their desire for indulgence. This aligns with the Thailand Consumer Trends Outlook 2025 report from Intellify Global, which shows that Thais today choose high-quality, value-for-money products over cheap, low-quality ones. Therefore, having Van Houten Professional’s premium ingredients available on convenience store shelves makes achieving quality and self-indulgence more accessible.
Bringing an international brand like Van Houten Professional to collaborate with Thai SME entrepreneurs, who excel in cake production to create RTE menus at affordable and convenient prices, allows KCG to deliver a luxury taste experience easily accessible to 7-Eleven customers nationwide.
Meanwhile, in another separate development, Spunky Food Co., Ltd, the producer of ‘Aim Ocha’ brand known for its chilli paste, has partnered with 7-Eleven to bring a new spicy flavor to Thai customers, particularly to the younger generations. The company developed a new chilli paste flavor ‘Olive Oil and Almond Chili Paste’, which achieved phenomenal sales of over 100,000 jars within the first 2 weeks of its launch in 7-Eleven. According to the company founder, the product is the result of constructive feedback from the 7-Eleven team which also controls production standards and quality system. 7-Eleven SME Support Center also offers support in terms of business knowledge, branding, and packaging.
Upon its success in the local market, Aim Ocha plans to further expand overseas. 7-Eleven seems to be a platform for smaller local players to build their brand acceptance in the local market before moving to international markets.
