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Published on November 13, 2007

The company manufactures and distributes the Blink, Omex and Wakie brands.

Piti said Wakie Re-Live would serve health-conscious consumers who have a busy urban lifestyle. The target groups are teenagers and working persons aged 20 up.

Wakie Re-Live's ingredients include sodium copper chlorophyllin, vitamin C and L-glutathione.

Piti said the company would use a brand-extension strategy to promote the product. Wakie is well known as a hangover product.

"I believe Wakie to be strong in the market, so we've created a new product under this brand but diversified to various sectors. My company also plans to launch a collagen drink under the Blink brand in December," he said.

Piti said Wakie Re-Live would be sold in modern trade outlets, convenience stores, petrol stations and pharmacies starting this Friday. He expects the new product to generate Bt100 million in revenue next year, with a 10-per-cent share of the market.

TC Union Global will spend Bt20 million to promote Wakie Re-Live via both above-the-line and below-the-line marketing. At present, the company enjoys a 30-per-cent share of the health-drink market and expects that to rise to 45 per cent next year.

"Thai consumers tend to pay attention to health-drink products," Piti said. "As I know, six or seven are being launched this year. I predict this segment will have potential growth for at least three to five years. At present, the value of the segment is about Bt1 billion, which may increase to Bt2 billion in 2008."

He estimates revenue at Bt280 million this year, up 15 per cent from last year and more than the Bt250 million predicted.

Nalin Viboonchart, The Nation