The pandemic has certainly done wonders to some companies’ marketing plans, particularly those that deal with health foods.
One such company is Thai-based Nola Superfoods Co. (Nola) which is now aiming to expand its distribution in the local and export market for its new Superfood products with a Bt 30 million (US$956,000) marketing budget.
The company is also seeking to boost its R&D in the development of nutritious food products by selecting rare superfoods from natural sources to meet the growing health needs of consumers, said Vises Rangsisingpat, Managing Director of Nola.
Vises said, “For 2021, the company focus is on events and promotions to educate consumers on the benefits of superfoods and boost sales throughout the year. The company also plans to expand distribution channels to convenience stores, totalling more than 10,000 outlets in the country and begin exporting to international markets like Laos, Myanmar, Indonesia and China.”
Vises commented that during the past few years, the superfood market in Thailand and the world have grown significantly as consumers become more concerned about their health. “Consumers nowadays are paying more attention to their health and are interested in vitamins, food supplements and health drinks. They have in-depth knowledge about nutrition and are more selective with products. The company therefore needs to develop beneficial products to appeal to the consumers,” he added.
In 2020, Nola made its debut in the health drink market with ‘Nola Acai Berry Essence Concentrate’. The company managed to sell 700,000 bottles of the new product within 6 months.
Nola has also recently launched a new drink made from the nectar of the Manuka Tree, which grows predominantly in southern Australia and aims to market the drink to younger consumers. Manuka honey is a ‘free-from’ (clean label) food rich in nutrients with anti-bacterial and anti-viral properties and helps prevent the flu and colds. With the growing pandemic concern, consumers would be more willing to pay a high price for such nutritious products.
The product is now available at leading supermarkets, modern trade outlets, health stores and online channels. Vises added that Manuka honey also has a natural enzyme called Methylglyoxal (MGO), which has antibacterial and antiviral benefits. The prebiotic nature also helps it to enhance the immune, excretion and digestive system.
Vises said the company has seen 300% growth in sales during the past 2 years and is confident the new Manuka product will receive good response from consumers.