Foodstar Co, the producer of Deedo fruit juice, has set aside 200 million baht for a marketing budget to make its products more modern and appeal to new-generation customers.
The budget has been in use since the beginning of this year to refresh the logo and packaging of Deedo fruit juice, giving it a more modern and appealing look.
The same treatment has been applied to other products in the company's portfolio, and these changes will continue throughout the remaining five months of this year, coinciding with the celebration of their 30th anniversary.
In addition, the budget will also be utilised for a lucky draw campaign, which will run from now until the end of the year. Foodstar has also enlisted the popular singers "Ble" Patumrach R-Siam and Phuwasit "Joey" Ananpornsiri to endorse and promote Deedo fruit juice throughout the year.
"The fruit juice business in the mass market has shown remarkable growth, with Deedo fruit juice sales soaring by an impressive 26% in the first half of this year. This surge is attributed to improved tourism conditions and sustained demand from the low-income population," said Chantra Pongsri, the company's managing director.
According to Ms Chantra, Foodstar invested 200-300 million baht last year to install state-of-the-art machinery at its factory in Nakhon Pathom. This strategic move was aimed at supporting future expansion plans, both domestically and internationally.
Founded in 1993, Foodstar has earned its reputation as a leading manufacturer and distributor of fruit juice under the Deedo brand. Over the years, it has diversified its product range to include jelly, drinking yoghurt and ice lollies, catering to a wider audience.
According to Ms Chantra, the company is considering expanding its portfolio to include confectionery, snacks and functional drinks during 2023 and 2024. This ambitious step is part of its long-term growth strategy.
Beyond the domestic market, Foodstar also markets its products in 20 countries.
During the pandemic, the company ramped up expansion of its fruit juice business in the US, with a specific focus on blue-collar workers. Moreover, it has ventured into new markets in India, the Philippines, and China.
The company has ambitious plans to enter the Saudi Arabian market this month, leveraging improved relations between Thailand and Saudi Arabia. Additionally, it intends to widen its reach by participating in the Anuga Food Fair, scheduled to be held in Germany in October this year. With these strategic initiatives, the company aims to increase the share of overseas sales to 50% of its total sales within the next three years, a significant rise from the current figure of 30%.
The company expects its sales to surge to 4 billion baht this year, representing a 20% increase from 2022. Out of this, 70% of sales will be derived from the domestic market, with the remaining 30% coming from international endeavours.