The global pandemic has ushered in a lifestyle prioritising health consciousness, driving consumers to seek food and beverage alternatives that offer health benefits and sustainability. This trend has enabled businesses to innovate and introduce new dietary options.
TCP Group, Asia’s leading food & beverage producer and Red Bull manufacturer and distributor, advanced its “Energizing a Better World for All” concept by showcasing “The Shining Tower” featuring top brands including Sponsor, Ready, and Warrior at the recently concluded THAIFEX – ANUGA ASIA 2024, Asia’s premier Food & Beverage Trade Show. The event featured innovative low-sugar drinks and sustainable products, reaching over 80,000 international visitors from 133 countries, including countries in Asia, the United States, the Middle East and the European Union (EU).
Saravoot Yoovidhya, CEO of TCP Group, stated, “TCP Group ranks number one in Asia with its success in energy drinks and recognition as the House of Great Brands. Red Bull leads the energy drink market in Asia, standing out in Vietnam, China, and Malaysia with high growth records. TCP continues to expand internationally with the Grow the Core strategy, building successful Thai brands to achieve global recognition, following Red Bull’s success. This year, our primary goal is to broaden our presence in untapped markets. Our initial step involves launching Sponsor as a pilot product in Africa, followed by expansion into India and the Middle East, targeting new generation consumers. This strategic initiative aims to build upon our remarkable achievements in international markets.
“Moreover, ‘Ready’, the market leader in premium energy drinks for modern women, brought ‘Ready Sparkling’, its new product line, to sample at the event. This new product is an energy drink mixed with soda with the aim of reaching more young gen women,” Saravoot added.
The electrolyte drink markets in Africa, India, and the Middle East have shown significant growth post-pandemic, driven by health trends and increasing temperatures leading to dehydration.
TCP’s commitment to sustainability includes new product development using innovative technology and supporting local farming, addressing health and wellness among new generations.
At THAIFEX – ANUGA ASIA 2024, TCP showcased these visions and innovative products through three zones:
1. TCP Product Highlights: Showcasing three Hero Products:
- Sponsor : Thailand’s number one sport drink. These 3 flavours of electrolyte drink flagship spearhead to Africa aiming to win the target as their next most-favourite drinks.
- Ready Sparkling: A debut of Ready’s new product line in premium energy drink in Thailand with various ingredients including collagen, Vitamin E and Zinc, targeting for modern women.
- Warrior: A carbonated energy drink popular in Vietnam.
2. Product Innovation: Discover the innovation of refreshment drinks enriched with diversity, featuring 0% sugar formula for every variant.
- Hopster: A non-alcohol 0% sugar Hops soda drink blended with Terpenes, aromatic compounds possess nerve calming qualities.
- Planett: A floral soda with a mild aroma and refreshing taste offering 0% sugar and 0% calorie.
- FarmZaa : A 0% sugar soda made from Calamansi Fruit or so-called Mapeed, highlighting eco-friendly packaging with 100% recyclable aluminium cans. FarmZaa, Mapeed Soda, has been developed with a strong intention and passion of supporting small farmers by adding value to local fruits from Chanthaburi as well as 200% vitamin C.
3. International Business Lounge:
- This year marks remarkable responses from trade partners worldwide following the electrolyte drinks for sport and leisure trends as well as the innovative refreshment drinks providing refreshment and relaxing quality. Brand reputation and effective marketing strategies attracted tremendous interested partners to the TCP booth to taste the products and seal deals.
THAIFEX – ANUGA ASIA 2024 also highlighted TCP products awarded as a finalist of THAIFEX – ANUGA Taste Innovation Award, with “Ready Sparkling”.
“Participating in THAIFEX – ANUGA ASIA 2024 was a remarkable opportunity for TCP to present innovative beverages to potential partners, addressing unmet consumer needs. As a House of Great Brands, we are committed to product differentiation and diversity in the global market, reaffirming TCP as a Thai company delivering products that meet global trends,” concluded Saravoot.
Despite the brand’s achievement over decades, TCP Group never stops to leave a footprint of success in new market territories. New expansion into Africa is the brand’s goal in setting new drinking trends worldwide and striving to reach out to the rest of the world.