F&B launches Thai-inspired drinks

F&B House said the product was developed using "Thai wisdom", with natural extracts of flowers of the lotus and torch ginger plants.

It has established proactive strategies to create awareness among the younger generation, which is seen as a more health-oriented consumer group. The company expects to achieve Bt70 million in sales of Lalana Flower Drinks in the first year.

Arunporn Anugulpriboon, managing director of F&B House, said the company has achieved success with its food business by focusing on health and nutritional value. The company plans to follow up on the new product by investing further in functional drink products.

The value of this market grew from Bt2 billion in 2009 to Bt3 bn in 2010. Despite slower growth in 2011, the company recognised the demand for new drink options and took the opportunity to create demand for food and beverage products made from flowers.

The launch of Lalana Flower Drinks is seen as a big step for the company, offering consumers new drink alternatives using various flower extracts. The company aims to differentiate itself from other players in the market by using its expertise in research and development.

"We have been recognised as the creator of ‘healthy eggs’ in Thailand, which has gained us a trustworthy reputation among health-oriented consumers in Thailand in recent years. Thailand itself is a plentiful source of extracts of natural herbs and flowers. With that in mind, we decided to enter the Thai beverage market to help develop it and to add value to our business. Lalana Flower Drinks are a product of innovation and Thai wisdom, and have good potential," the executive said.

The selling point of Lalana Flower Drinks is the use of natural extracts from the lotus flower, which the firm calls the "queen of water flowers", for their refreshing and relaxing effects.

In addition, the company has introduced drinks made from the flower of the torch ginger plant. The firm says these extracts nourish the blood, facilitate the expulsion of gas in the gastrointestinal tract and alleviate flatulence. It has also used pin flowers and damask rose, which have gone through the research and development process and are accepted by well-known universities, the firm said.

All the flower extracts used in Lalana Flower Drinks contain high levels of antioxidants, said the firm, which has trial–marketed the drink in many tourist destinations, such as Ampawa Floating Market, and received positive feedback. Thus, the company is confident of gaining market share this year. Lalana Flower Drinks will be positioned as new alternative drinks for the younger "active and confident working generations", the firm said.

In the first year, Lalana Flower Drinks will be launched in two flavours: Sacred Lotus and White Grape, both of which contain inulin fibre, a concentrated lotus extract rich in flavonoids and alkaloids, and give a relaxing and refreshing effect. Sacred Lotus and White Grape juice are available in 350-ml bottles for Bt20.

Torch Ginger Flower and Pomegranate Mix will also be introduced, with high levels of anthocyanin and vitamin C, which are rich in antioxidants. This new drink also nourishes the blood and facilitates the expulsion of gas in the gastrointestinal tract, the firm said. It is available in 250-ml glass bottles for Bt35.

The company will penetrate the local beverage market via two major channels: selling directly to customers, and through three retail channels – modern networks such as The Mall, Tops Supermarket, Tesco Lotus Express and Foodland Supermarket; convenience stores including Family Mart and 108 Shop; and general grocery stores.

F&B House recently signed a contract with Thailand Post to also operate a direct order service.

The company plans an advertising campaign via various media including TV commercials and radio spots, and will promote awareness of Lalana Flower Drinks among individual consumers via public relations and TV shows.

It has also recruited Dr Yingsak Jonglertjesdawong, Thailand’s most prestigious culinary professor, to introduce innovative flower-based menus to build consumer confidence.

Lalana Flower Drink booths will be opened at office buildings, tourist destinations, golf courses, hospitals, temples and dharma practice centres.

"The company is confident that word of mouth will build up concerning Lalana Flower Drinks, cre?ating a new phenomenon in the local beverage industry. We expect to achieve sales of Bt70 million in the first year and up to Bt100 million in the following year. With the launch of Lalana Flower Drinks, the company expects to increase the group’s sales turnover to Bt200 million from Bt100 million last year for [the parent company] Quality Meat Co," Arunporn said.