Wide Faith Group, a manufacturer and distributor of baked rice snacks made from 100% Thai rice, is stepping up its presence in Thailand's snack market by appointing T-Pop band "iZ"as the presenter for its Rise Buddy brand. The move aims to attract Gen Z and Millennial consumers in response to the fast-growing healthy snack trend. Positioned with the key concept of "baked, not fried," Rise Buddy is targeting a 150-million-baht share in Thailand's rice snack segment by 2026 while expanding nationwide distribution and promoting Thai rice snacks to consumers worldwide.
Oliver Yeh, CEO of Wide Faith Group was founded in 2002 by a management team with more than 30 years of experience in the rice snack industry. The company operates both as an ODM for global partners and as a developer of its own brands, offering more than 70 flavor formulations. Its brand portfolio includes Rise Buddy, Ravin, Bio?Earth, and Kiddie Kare. Developed under the "Better for You" concept, the products are baked rather than fried, contain no trans fats, have less than 10% fat, and are free from MSG and gluten. They are also certified halal.
For the Thai market, the company is prioritizing Rise Buddy as its flagship brand, which has already gained traction overseas. This year, the company plans a full-scale domestic launch, supported by the appointment of iZ, an eight-member T-Pop group from OneMusic, as brand presenter. The group consists of NORD, TEAM, TOON, MARC, PHOTO, KAHN, KAO, and PIE. The group's youthful and modern image aligns with the brand's positioning and is expected to resonate with younger consumers who are increasingly selective and health-conscious. The collaboration forms part of the company's strategy to reach Gen Z and Millennial audiences seeking snacks that are flavorful and better for their health.
The company has also launched two new commercial films for Rise Buddy, highlighting the brand's two main product categories: Rice Bites and Rice Chippies. The commercials feature a fun storyline starring the eight members of the T-Pop group iZ, who find themselves confronting zombies and monsters in chaotic situations. In the end, the 100% Thai baked rice snack Rise Buddy becomes the bridge that brings everyone togetherturning enemies into friends and reinforcing the brand's concept of "Rise Buddy, your buddy anytime," creating moments of fun and happiness in every situation.
Among the brand's key products is Rice Bites, bite-sized baked rice snacks available in six flavors: Barbeque, Seaweed, Sour Cream & Onion, Smoked Katsuo, Parmesan & Herbs, and Lime & Chili. The products are available in 60-gram packs priced at 29 baht.
Another highlight is Rice Chippies, an innovative thin baked rice chip developed using proprietary technology that enables the rice sheets to become thin and curved like potato chipsa form that is typically difficult to achieve with baked rice snacks that Mr.Oliver and his team has spent more than 20 years to reach the ideal chips shape . The product comes in five flavors: BBQ, Sour Cream & Onion, Sea Salt, and Cheese and is sold in 50-gram packs priced at 29 baht.
In addition, the company is expanding Rise Buddy's distribution channels across Thailand to enhance nationwide consumer access. The products are available through convenience stores such as 7-Eleven, which serves as a key channel for building brand awareness, as well as leading supermarkets including Tops, Foodland, Gourmet Market, MaxValu, Golden Place, and Lemon Farm. Distribution also covers retail chains such as CJ Express and Super Turtle, alongside e-commerce platforms including Shopee, Lazada, TikTok Shop, and Facebook. Furthermore, the company leverages distributors and corporate sales channels to effectively meet consumer demand across all touchpoints.
Mr. Oliver Yeh stated that global snack consumption trends are shifting, with consumers increasingly using snacks as meal replacements due to a fast-paced lifestyle. At the same time, there is a move away from fried snacks toward healthier baked options, such as low-fat, gluten-free, and plant-based products, reflecting the "healthy indulgence" trend. As a result, baked rice snacks, whole-grain snacks, and protein snacks are experiencing the fastest growth.
According to the 2025 Thailand Snack Food Market Report by StrategyHelix, the Thai snack market is valued at USD 2.2-2.5 billion (approximately THB 78,000-88,000 million), growing at 6-7% annually. The majority of the market consists of fried/indulgent snacks 70-75%, followed by nut and functional snacks 18-22%, and rice-based snacks 5-7%. Health-oriented snacks are beginning to grow, driven by trends in health-consciousness and natural ingredients.
Globally, the snack market is projected to reach USD 287 billion in 2026, with an annual growth rate of 6.11%. The United States is the largest market at USD 55 billion, with an average consumption of 5.3 kg per person per year. Specifically, the rice snack market is expected to reach USD 5.75 billion in 2026, growing at 4.94% per year, and is projected to reach USD 6.99 billion by 2030. The Asia-Pacific region accounts for 35% of the global market, with an annual growth rate of 5.37%, exceeding the global average.
Currently, Wide Faith Group generates approximately 90% of its revenue from export markets and 10% from the domestic market. The company's products are distributed across multiple regions worldwide, with exports reaching a total of 15 countries, including the United Kingdom, Australia, New Zealand, Saudi Arabia, Russia, France, the United States, Taiwan, Singapore, Uruguay, Brazil, the Philippines, Belgium, China, and the United Arab Emirates.
At present, the rice snacks produced by the company holds the No.1 market share in Australia at 36%, representing approximately USD 15 million in value, and in New Zealand at 45%, or around USD 5 million. Meanwhile, the company's annual export value of rice snacks to global markets stands at approximately USD 30 million, with production capacity from its Chonburi plant of approximately 13,500 tons per year
For its 2026 business outlook, Wide Faith Group aims to achieve sales of approximately THB 150 million, driven by a market push that includes the launch of iZ as brand presenters to raise awareness of Rise Buddy and expand the brand's consumer base. The company also plans to broaden distribution channels and conduct year-round marketing activities.
At the same time, the company continues to expand exports of Thai rice-based baked snacks to international markets, while developing products that cater to modern consumer preferences under a sustainability framework. This includes supporting local raw materials to generate income for Thai farmers, using recyclable packaging, and implementing environmentally friendly production processes. The company's factory has received international certifications such as BRC (Grade AA), ISO 9001, and Halal, reflecting the quality and safety of its production and serving as a key factor in building consumer confidence both domestically and abroad, Mr. Oliver Yeh concluded.
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For updates on news, activities, and campaigns from Rise Buddy, follow the brand via:
Social Media- Facebook: https://www.facebook.com/risebuddythailand- Instagram: https://www.instagram.com/risebuddy_th- TikTok: https://www.tiktok.com/@risebuddythailand
Online Stores- Lazada: https://www.lazada.co.th/shop/rise-buddy/- Shopee: https://shopee.co.th/rise_buddy/
#iZ #RiseBuddy #RiceBites #RiceChippies #WideFaithGroup