Deputy managing director of marketing and business development, Suradej Napapruekehart, yesterday said half of the investment was spent setting up a production facility and the other half will be used for marketing, including print advertising and television commercials.

He said the product, which will be pitched at the teenage market, would be available in either teriyaki or shoyu sauce flavour.

"We have to launch new a product focusing on health that is different from other snack products available, because most consumers are now concerned about their health," Suradej said. Friendship Co plans to launch other healthy snacks at a later date. It already owns seven snack brands: Hanami and Ruay Puen prawn crackers, Snack Jack crispy pea and bean snacks, Corn Puff corn snacks, Arsenal mini cookies biscuits, Colactto chocolate confectionery and Pretzel pizza snacks.

The company reported sales of Bt1.4 billion last year, which it expects will grow by 10 per cent this year. It predicts sales from its health-oriented snacks will generate Bt1 billion over the next three years.

"The trend for healthy food has growth potential, so we have tried to create a new snack range under the concept of healthy snack food," said Suradej.

He predicted that healthy snacks would make up 20 per cent of the total snack market in three years' time.

At present, the snack market is valued at Bt13 billion, less than 10 per cent of which is healthy snacks.

Somluck Srimalee

The Nation