Foodstar to spend US$5.6 million to modernise image, packaging of Deedo fruit juice

by asiafoodbeverages
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Thailand’s Foodstar Co, the producer of Deedo fruit juice, has set aside a marketing budget of Bt 200 million (US$5.6 million) in 2023 to modernise its products and make it more appealing to the younger generation of consumers.

Earlier this year, the company has set aside the budget on refreshing its logo and packaging for Deedo fruit juice, and Foodstar will do the same for its other portfolio of products as it celebrates its 30th anniversary this year.

Foodstar will also conduct lucky draw and enlist celebrity singers to endorse its Deedo fruit juice.

Chantra Pongsri, Foodstar Managing Director said, “The fruit juice segment in the mass market has shown remarkable growth, with Deedo fruit juice sales soaring by an impressive 26% in the first half of this year. This surge is attributed to improved tourism conditions and sustained demand from the low-income population.”

Last year, Foodstar invested up to Bt 300 million (US$8.4 million) to install state-of-the-art machinery at its factory in Nakhon Pathom. This strategic move was aimed at supporting future expansion plans, both domestically and internationally.

Foodstar started its operation in 1993 with manufacturing fruit juice under the Deedo brand but later diversified into other products like jellies, yogurt juice and coconut water.

Ms Pongsri said the company is considering the plan to expand its portfolio to include confectionery, snacks and functional drinks in the near future as part of its growth strategy. Foodstar now markets its products to more than 20 countries. It aims to increase its overseas sales from 30% currently to 50% of its total revenue by 2025. In 2023, Foodstar projected sales of Bt 4 billion (US$112 million).

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