Repackaged V-Soy returns
V-Soy presenters show off the drink’s new look yesterday.
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Green Spot (Thailand) Co Ltd yesterday said it would resume marketing its five-year-old V-Soy soybean-milk brand after an eight-month gap.
For this month's relaunch, V-Soy has been given a new, modern packaging. The company intends to sell it in the high-calcium soybean-milk segment after having previously pitched it in the premium-soymilk market. That was to avoid any overlap with its conventional Vitamilk brand, the company's flagship soymilk product. Vitamilk holds a leading 60-per-cent share of the Bt5.5-billion local soybean-milk market. Green Spot plans to spend more than Bt40 million to relaunch V-Soy between now and the end of the year. Marketing general manager Chanit Suwanparin said the company hoped its new-look product would grab more than 10 per cent of the market in the next year. It currently holds a 3-per-cent share. He said Thailand's total high-calcium-milk segment - for both soymilk and milk - was worth Bt2 billion, or 7 per cent of the total Bt26 billion worth of milk sales. However, the high-calcium segment has enjoyed 21-per-cent growth so far this year, compared with a 5.4-per-cent increase for all milk sales. The high-calcium segment is dominated by two players, Foremost and Dutch Mill, which produce Calcimex and D-Na, respectively. The two control a combined 60-per-cent share of the segment. He said Green Spot expected to increase V-Soy's high-calcium share to 30 per cent over the next three years and become a market leader. Green Spot owns the Green Spot, Vitamilk and V-Soy brands. It has a five-year plan to boost exports for the three flagship products.
Kwanchai Rungfapaisarn
The Nation
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