Tipco, a major player in the fruit juice segment, is also joining the health bandwagon with its 2 new functional fruit juice lines.
Tipco is Thailand’s largest juice manufacturer and it seeks to grow the premium juice category focusing on immune-boosting properties and targeting working age consumers as well as teenagers.
Jakapob Chimamphan, Marketing Director of Tipco F&B Co Ltd under Tipco Foods PCL, said the prolonged pandemic has made consumers more conscious of their health, as such they are looking for a quick fix to boost their immunity via convenience RTD products.
Tipco is introducing 2 new fruit juice product lines – functional juice and herbal functional juice.
For functional juice, the company offers 4 flavours of fruit juices sold at Bt25 (US$0.75) for a 320ml bottle. The 4 flavors include Inno Drink Max Protex, Inno Drink Relax, Inno Drink Digest and Inno Drink Beauty.
Available in the same packaging size and price is its herbal functional juice product line which has 2 flavours, namely rachaikhao (finger root) and Cur-min (turmeric).
Kantar research showed that the value of functional drinks grew by 20.5% in 2021 despite strict lockdown measures in Thailand. In addition, Mintel highlighted that 47% of Thai consumers favoured food and beverages that help strengthen their immune systems. As such, the functional drink category has plenty of room for growth.