The company will unveil new strategies to distinguish its products from others on the market, and this, along with maintaining good flavours and nutrients, is expected to help Malee's sales grow by about 15 per cent this year.

To make its products "different", the Malee Sampran Group will launch new "prisma" product containers during Thai Fex 2007. They are octagonally shaped packages with an attractive appearance that the company says are modern and easy to hold.

The group's senior vice president for branded business, Suwanna Chokdee-anand, said that over the past year the fruit juice and heath beverage markets had enjoyed higher growth because of increasing concerns about personal health as well as the larger number of players on the market.

"Demand and supply are obviously active. Malee Sampran, as one of the leading producers of fruit juices and health beverages, will continue to deploy effective strategies to maintain strong market leadership," she said, adding that the adjusted appearance of Malee products will enhance competitiveness and improve market dominance. This will also be achieved through careful studies of consumer's needs in terms of flavours and nutritional benefits.

"Brand and product loyalty will help propel Malee to success, which means that product development must answer to current market demands," Suwanna said. Malee recently launched three new flavours to add to its current line-up of 100-per-cent fruit juices.

"Until now, each fruit juice brand has focused on introducing new flavours to the market. However, Malee will be the first to tell consumers more about the benefits they will get from each new product. As well as helping to develop new products for launch in early June, this strategy will also be used to improve existing products. This is expected to lift awareness of the Malee brand among target consumers," she said.