Bangkok--28 Oct--DC Consultants and Marketing Communications
Tipco Foods (Thailand) and Suntory (Thailand) recently launched the Japanese functional drink with a balanced diet concept, “Dakara”. The drink will have special appeal to health-conscious consumers aged 20 or above who find it hard to resist unhealthy foods.
“Functional drinks are still on the uptrend and this product category is very popular in many countries, especially Japan,” said Mr. Shimada Tomohiko, Senior Marketing Manager of Suntory (Thailand). “More beverage providers in Thailand are offering new products to meet the growing needs of people looking for new ways to maintain a healthy diet despite their hectic lifestyle. We expect the functional drink market to grow by 10 per cent this year to a total of 2,400 million baht.”
Suntory (Tokyo) is a big beverage player in Japan, with many product lines including soft drinks, functional drinks and ready-to-drink tea and coffee. The major proportion of the company’s revenue, 55 per cent, comes from the health beverages in which the company specializes. Suntory R&D in Japan is responsible for developing products for both Japan and international markets.
“Dakara” is Suntory’s first product in the Thai market, with a healthy balance concept through its ‘3-in, 3-out’ benefit. The three ‘in’ benefits are magnesium, calcium and dietary fibre, which help to get rid of excess fat, sugar and salt from the body. “Dakara” is available in 300 ml PET bottle, manufactured by the cold aseptic process by Tipco F&B in Wangnoi, Ayutthaya.
“Dakara” has been a hit in Japan since 2000, so Tipco and Suntory have every confidence in extending the health drink market in Thailand with one of Suntory’s best selling drinks,” said Viwat Limsakdakul, President of Tipco Foods (Thailand) Pcl.
“Suntory has a marketing budget of 50 million baht. to build awareness of the “Dakara” brand through TV and radio commercials, BTS and the Internet, as well as promotional campaigns and free distributions.”
For more information, please contact:
DC Consultants and Marketing Communications Ltd.
Pimpakarn Chaisung / Chanida Apphathornkul
Tel: 0-2610-2383 Fax: 0-2610-2345