CEO Agrifood Co, one of Thailand's major rice bran oil producers, has invested 40 million baht to advance into the 24-billion-baht supplements market.
The main target group for rice bran oil supplements are working age people who pay attention to their health, says Mr Pita.
The cash was used mainly for machines to make supplements under its T.R.B.O. brand.
Managing director Pita Limcharoenrat said the investment aims to add value to its core business, which earns the firm more than 1.2 billion baht a year from raw rice bran oil and extracted bran, selling both domestically and overseas.
CEO Agrifood is ranked as the third-biggest Thai producer behind Thai Edible Oil and Kamolkij Group.
Its recently introduced T.R.B.O. rice bran snack has received positive feedback from health-conscious consumers.
There is high competition in the supplements market, which posts steady growth of 10-15% per year.
"Since T.R.B.O. has over 10 years of experience in producing rice bran oil, the company has decided to enter into health and beauty product lines by offering 100% pure rice bran oil," said Mr Pita.
The main target group are people of working age who pay attention to their health.
Rice bran supplements account for 500 million baht of total market sales.
Competition is rising as many competitors are jumping into this market, Mr Pita said.
T.R.B.O., however, plans to use educational marketing due to consumers' insufficient understanding of the benefits of rice bran oil and misconceptions about broken-milled rice and other rice parts.
"We would like to build the right understanding of rice bran among consumers in the first stage along with creating brand awareness through promotional activities," said Mr Pita.
Activities will include special promotions at the point of sale, samplings and road shows in places such as department stores and hospitals.
Stores such as Health Up Group, Drug Square, U-Care and Health Choice will carry its rice bran oil, while it will be available at Boots, Watsons and various Bangkok drug stores within next year.
Online marketing is being done at www.facebook.com/TRBOvitamins, which now has more than 20,000 likes on its fanpage.
CEO Agrifood plans to spend over 10 million baht on commercials and public relations to create brand awareness and stimulate a 20% sales increase.