The business has been well received by both local and international consumers. As part of its goal to strengthen market leadership, Taokaenoi recently launched a new line of Roasted Japanese Seaweed.

Managing director Itthipat Kulapongvanich said the company had achieved outstanding growth last year, selling double its original target as a result of strategic marketing initiatives and a differentiated product mix.

Itthipat said the seaweed snack market was becoming more popular and fragmented. Taokaenoi has therefore launched a TaoKaeNoi Roasted Japanese Seaweed product line to reach new market segments and to provide alternatives to health-conscious consumers.

"Because of our outstanding business results last year, we will grow our business by extending our product line further. We will launch the first extra-large-size Roasted Japanese Seaweed consisting of three different flavours - Japanese sauce, garlic and spicy - with the aim of commanding 60 per cent of the roasted-seaweed snack segment," Itthipat said.

The firm has prepared a Bt10-million marketing budget for the Roasted Japanese Seaweed brand under the concept "Simply Delicious with Nutrition from Seaweed". The annual sales target for the product is Bt100 million.

Taokaenoi Food and Marketing was founded in 2003 and is the dominant market leader in Thailand.