One major trend observed during THAIFEX- Anuga Asia is the large number of new product innovations tailored to protein enhancement as consumers all over Southeast Asia are looking at higher protein intake for better health and energy.
AFBR identified 2 companies which launched innovative protein-enriched products using Chicken as one of the main ingredients.
One of them is MUST Nutrition which launched MUST Chicken Breast Smoothie in 2026. The product was showcased during the exhibition and received positive feedback from visitors. It is currently available in a 370ml RTD bottle with a recommended selling price of around Bt 75 – 79 (US$2.23 to US$2.35) depending on the sales channel. It has a shelf life of 30 days under refrigeration.
One must be wondering how chicken can be formulated as an ingredient in smoothie which is often associated with dairy and fruits. This product is unique as it is developed as a dairy-free, high-protein functional smoothie using real chicken breast as the main protein source.
Each bottle is designed to provide high protein with low sugar content, making it suitable for health-conscious consumers. The product offers a smooth and easy-to-drink texture, making chicken breast protein more convenient and enjoyable compared with eating plain cooked chicken or chicken tonic which often has a strong chicken aroma. It is currently available in original flavor as well as in 4 fruit-based flavors which include acai, lychee, mango and strawberry.
MUST Chicken Breast Smoothie also contains probiotic and prebiotic to support gut health. According to Mr Adinun Suthirajit, Chief of Marketing at MUST Nutrition, “This product was created for consumers who want a healthier, more convenient protein option with added functional benefits, but without compromising on taste and lifestyle.”
This product is suitable for consumers from all walks of life from fitness enthusiasts to working professionals. It is also suitable for those who want to increase their protein diet while at the same time manage their body weight.
Another company in the protein innovation space is Betagro PCL, a leading integrated agro-industrial and food business in Thailand. The company has officially launched a ‘Chicken Made Noodle’ concept during THAIFEX – Anuga Asia 2026. According to Ms. Pimporn Srisantisaeng, Overseas Trade Marketing Director at Betagro PCL, “Our prototype Chicken Noodle is made from chicken meat and is naturally high in protein (approx.. 13g/100g) while remaining low in carbohydrates and fat. It also contains dietary fiber to support a nutritionally balanced diet. In addition, it also delivers a distinctive meat-based bite that sets it apart from traditional noodle textures.”
One of the benefit of introducing this Chicken Noodle prototype is its ability to offer a lasting feeling of fullness while contributing to balanced energy throughout the day. Ms Srisantisaeng commented that the noodle also has a firm, springy texture with a satisfying bite while also offers a mild chicken flavor that can be enjoyable.
One advantage of Betagro’s Chicken Noodle prototype is its long shelf life of up to 1 year if stored under frozen condition. It can easily be prepared as one only needs to thaw it and then boil it, and then added with sauce or soup, or stir fried just like any other noodles.
Betagro is seeking to partner with companies seeking to turn this innovative prototype into end-products under their own brands.
