Singha heir aims to heat up market

Singha heir aims to heat up market

Piti Bhirombhakdi is expanding his personal business into the sauce market with Made By Todd's Prik Prik.
Piti Bhirombhakdi is expanding his personal business into the sauce market with Made By Todd's Prik Prik.

Singha beer heir Piti "Todd" Bhirombhakdi has branched out his personal business into sauces, with the aim of exploring market opportunities in Thai food at home and abroad.

The development also complements Singha Corporation's business in terms of logistics, product line extension and greater opportunities for Singha beer agents to extend their activities to cover more product lines apart from the eponymous beer brand and other drinks.

Father of All Sauces Co Ltd was set up earlier this year to handle the marketing of Made by Todd products, including Prik Prik (chilli sauce), which was launched in the Thai market in June.

The new products will offer an alternative to Thai customers and support Singha Corporation's food business domestically and internationally.

Mr Piti, the second son of Santi Bhirombhakdi, one of the owners of Singha beer, said the company introduced Made by Todd's Prik Prik sauce to capitalise on opportunities in the large and lucrative seasoning market.

There are not many players in the same market segment and the market size is quite big in Thailand, he said.

The sauce is intended as a multipurpose dip or basting sauce targeting working people and cooks.

The product is available through traditional trade channels, including Singha beer agents nationwide and via social platforms, including Facebook and Line.

Mr Piti said that one and a half months after launching the sauce, the customer feedback has been good, with higher-than-expected sales. The company has generated sales of 10 million baht a month since launching the product.

Despite only recently being launched, the chilli sauce has faced temporary shortages, prompting the company to up production capacity, with the situation forecast to normalise by the end of this month.

"With our Made by Todd sauce, I want to change the behaviour of cooks and hope our product will be used in many Thai households in the future," Mr Piti said. "It is my intention to make this sauce a flagship product under my personal business portfolio."

He has set up his personal business over the past several years, which operates under three groups: mobile service under Heaven Service; restaurants under Sansab and Sab Bar by Sansab; and a raw material business.

Made by Todd products are handled by the raw material business group.

Apart from Thailand, the Made by Todd Prik Prik sauce is already on sale in Sweden, Australia, Japan and Britain.

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