Malee seeks to grow its juice brands
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Malee Group has set aside a marketing budget of Bt60 million to grow its share of the Bt5 billion premium fruit juice market segment.
On Monday, Malee announced three “proactive strategies” to support this move: a new packaging design, a product portfolio reshuffle, and integrated marketing communications, starting with a leaf-shaped 200ml UHT carton.
Malee said it was the first brand to use this innovative, handy and environmentally friendly packaging style in convenience stores.
The company's chief operating officer, Roongchat Boonyarat, said at press conference on Monday that Malee was aiming for 10 per cent growth in the premium fruit juice market segment by the end of this year.
