Tipco Foods launches new sports drink 

Marketing director Kittichet Sathitnoppachai said Tipco now had a very strong brand and was ready to expand its brand power to other categories, especially sports drinks and other healthy drink products.
He said consumers’ interests in both sports and health were on the rise, presenting an opportunity to market sports drinks that were not too sweet and were made from natural ingredients.
He said Tipco would continue to take a larger stake in the healthy-drink sector after securing its leading position in the country’s juice market for ages.
He said the main target for Tipco Wave would be people aged between 20 and 50 who are health-conscious, organic-concerned and sport lovers. 
Featuring BluBio supplements containing natural nutritive minerals from the Pacific Ocean, Tipco Wave has a budget of more than Bt80 million for marketing activities to be held across the country.
“The new Tipco Wave sports-drink product will play a strategic role in driving the growth of Tipco Foods. We have set a sales target for Tipco Wave of between Bt150 million and Bt200 million this year,” said Kittichet, adding that Tipco was confident of becoming the leader in the sports-drink market within three to five years.
He said the company had positioned Tipco Wave as a premium sports drink. The overall sports-drink industry is expected to grow by 10-15 per cent this year to more than Bt6 billion, driven by new players that have joined the industry over the past three years.
The company says Tipco Wave is a new alternative for health-conscious people and sports lovers and is confident of its sales targets. 
The sports drink comes in two signature flavours, original and orange, contained in 500-millilitre plastic bottles. The products will be available at convenience stores and sports venues across the country.
“We currently export our fruit juices to 30 countries and we are studying new potential markets for this new sports drink. We will update the information once these plans are finalised,” Kittichet said. “We also plan to introduce new diversified products in health-related categories.” Tipco says it plans to support both the government and private sectors in hosting sports activities such as marathons, cycling and fitness centres throughout the year. 
To create more engagement between the brand and consumers, the company is trying to establish more distribution channels so that it covers every area in the country. It also plans some CSR (corporate social responsibility) campaigns.