THE COCA-COLA system in Thailand, comprising ThaiNamthip Ltd, HaadThip Pcl and Coca-Cola (Thailand) Ltd, has announced a partnership with Doi Kham Food Products Company Limited to support Thai farmers through the sourcing of quality local produce from Doi Kham as ingredients in the company’s latest ready-to-drink juices under Minute Maid.
The two new Minute Maid variants are Tomato Juice with Orange Pulp and Passion Fruit flavoured with Honey and Lime. This is Coca-Cola’s first cross-brand collaboration in the ready-to-drink juice category in Thailand, aiming to combine Minute Maid’s position as the world’s number one juice brand with Doi Kham, the most popular juice brand in the country This partnership offers consumers a combination of high quality ingredients from natural fruits harvested from sources that are worlds apart but responds to the growing health trends in Thailand with tasty and healthy ready-to-drink juices.
Pornwut Sarasin, chairman of ThaiNamthip Company Limited said: “At Coca-Cola, we not only try our best to understand what people want and respond accordingly, but we are also committed to support sustainability practices in every country in which we operate in. Our partnership with Doi Kham is a perfect opportunity for The Coca-Cola system in Thailand to support the country’s farmers and sustainable agriculture by sourcing local ingredients. This step marks the first of many to come that Minute Maid will pursue to source fruits locally through Doi Kham. Minute Maid Tomato Juice with Orange Pulp and Minute Maid Passion Fruit Flavored with Honey and Lime offer the perfect alternatives to Thais who are now more health-conscious than ever before.”
In response to this growing health trend, Coca-Cola is offering its latest innovation, a ready-to-drink juice that will further expand on its current portfolio of extensive choices, responding to the evolving needs of today’s consumers. The two new product variants will strengthen the company’s position as the leader in the non-alcoholic ready-to-drink market in Thailand and aims to reinforce its image as a total beverage company.
According to the Retail Index Data from The Nielsen Company (Thailand), Thailand’s ready-to-drink juice market is estimated to be worth Bt12 billion and Minute Maid has 11.5 per cent of market value.
Under this partnership, Coca-Cola will be using locally-sourced high quality, chemical-free tomatoes and passion fruits from Thai farmers on Doi Kham in the two new variants of Minute Maid ready-to-drink juices.
Pipatpong Israsena Na Ayudhya, President and CEO, Doi Kham Food Products Company Limited, said: “Doi Kham was founded as a royal project of the late King Bhumibol Adulyadej and has been operating as a social enterprise for more than 50 years.
It is one of His Majesty’s many legacies and vision to enhance the quality of life of Thais through the concept of “Agro-industry for well-balanced society”. We are delighted to offer quality products which we can be proud of, including our signature tomato juice, which is currently number one in the market, and the passion fruit juice so loved by Thai consumers. We believe that this partnership will help promote Thailand’s agricultural sector, aiming to elevate the livelihood and well-being of Thai farmers as the late King Bhumibol Adulyadej – founder of the Doi Kham brand – would have wanted.”
The two new variants of Minute Maid, Tomato Juice with Orange Pulp and Passion Fruit Flavored with Honey and Lime, is a latest innovation representing uncompromisingly great taste and health benefits. Minute Maid Tomato Juice with Orange Pulp from Doi Kham, is a tasty and healthy juice that combines perfectly. A 335-millitre bottle of Minute Maid with Tomato Juice and Orange Pulp contains 2,418 micrograms of lycopene. Minute Maid Tomato Juice with Orange Pulp in 280ml and 335ml containers and Minute Maid Passion Fruit Flavored with Honey and Lime in 280 ml packs are now available to consumers.