THURSDAY, March 28, 2024
nationthailand

Suntory PepsiCo aims to ride new wave with Water Plus 

Suntory PepsiCo aims to ride new wave with Water Plus 

Suntory PepsiCo Thailand will invest around Bt270 million in its beverage brand “goodmood” to launch two new beverage products – Blackcurrant and Yogurt – to cater to the demands of the young generation and the rising trend of drinking water.

 

 


Katy Ng, head of marketing, Suntory Brands at Suntory PepsiCo Beverage (Thailand) (SPBT), said the firm had spent one year on research and development of an array of beverages under the “goodmood” brand, the first product from Suntory to be launched under SPBT. 
The product captures the growing trend of drinking water and aims to pioneer a category called Water Plus, which is premium refreshing hydration offering a healthier alternative.
She said that Water Plus is a hydration beverage with a refreshing taste, designed for the new generation who want to enjoy the experience of drinking water.
Blackcurrant and Yogurt beverages are available in 450-millilitre PET bottles, priced at Bt20 per bottle. Blackcurrant will be distributed only through 7-Eleven stores, starting March14. Yogurt is already available at more than 470,000 convenience stores, supermarkets and traditional stores nationwide.
She said that of the Bt270 million being invested, Bt100 million would go towards production and manufacturing while Bt170 million has been budgeted for marketing, marketing campaigns and activities.
The firm has set up a manufacturing facility in Saraburi province. The plant can produce 800 bottles per minute.
The marketing campaign will include offering samples of 1 million bottles in Bangkok and urban upcountry.
“We are providing the goodmood brand as an innovative product, that targets the young generation with a tastier and healthier beverage. The Thai market is important market for us as it has high growth potential. SPBT will be the first key player to venture into the Water Plus category,” said Ng.
She said that goodmood beverages will create a trend of premium beverages in the country, with sugar at less than 6 grams per 100ml and good taste.
She said the total beverage market in Thailand in 2018 was valued at around Bt35 billion and market growth average was 5 per cent a year. The firm expects the Water Plus beverage category to make up around 30 per cent of total market in the next five years. 
Yosuke Yamashita, senior marketing manager, Suntory Beverage and Food Asia, said that Suntory is currently the No 1 packaged-water company in Japan. It includes plain water, natural tasting water and sparkling water. The company has established and driven the Natural Tasting Water (Water Plus) category with its expertise in innovation, continuous investment in brand development and strong market execution since its first entry into the market in 2014. The contribution of the Water Plus category to Japan’s total packaged-water market has increased from 19 per cent to 30 per cent in just five years, and is currently worth Bt9.6 billion.
“We have seen positive growth of less-sugar and no-sugar products. Suntory has a proven success in the Japanese ‘Water Plus’ category, spearheaded by the natural tasting water that is one of our most popular consumer-centric innovations. SPBT believes we can replicate this success in Thailand with Suntory’s expertise and a strong non-carbonated product portfolio,” said Yamashita.

(caption) Katy Ng, left, head of marketing, Suntory Brands at Suntory PepsiCo Beverage (Thailand), and Yosuke Yamashita, senior marketing manager, Suntory Beverage and Food Asia, launch a new beverage brand “goodmood” in the Water Plus category for the Thai market in Japan on Friday.
 

nationthailand