Betagro Group, one of Thailand’s largest and most comprehensive food business operator, has vowed to continue its focus on super-premium food products and it has set aside Bt 100 million (US$2.8 million) on a new marketing campaign to relaunch its S-Pure brand.
The relaunch comes with new and extended product variants, improved packaging designs, the use of paper trays to reduce plastic waste, and an extensive communication campaign to inform consumers on the benefits of S-Pure’s products.
Oliver Gottschall, Chief Operating Officer of Betagro Group said that S-Pure is the first and only brand in Thailand that has received RWA (raised without antibiotics) certification from the US National Science Foundation (NSF) for all 3 product categories comprising pork, chicken and egg products, catering to health-conscious customers who recognise the importance of 100% natural pure products free from antibiotics and growth hormones.
S-Pure’s new communication campaign specifically addresses a new generation of health-conscious consumers concerned about nutrition and healthy lifestyles. With its new campaign and product relaunch, Betagro is set to grow the sales of its S-Pure brand by 17% this year, reinforcing its leadership in the super-premium food market in Thailand.
The super-premium food market in Thailand is expected to reach a value of Bt 57 billion (US$1.6 billion) in 2023, with consumer spending on meat growing by about 10% over the past 3 years. Gottschall attributed the growth to a recovering economy and the tourism sector, and also the change in consumer perceptions on health and sustainability after the pandemic.
Thailand’s Bt 787 billion (US$22 billion) food industry remains promising for players like Betagro with an annual growth of 6%.