Sappe and Danone enter partnership for ‘healthier’ beverages in Thailand
Sappe Public Company Limited via its subsidiary Sappe Holding Thailand Company Limited and Myen Pte Ltd (Danone), a 100-per-cent subsidiary of Danone, have entered into a strategic partnership via a joint venture, Danone Sappe Beverages Company Limited to develop, manufacture, market and distribute “healthier choice” beverages in Thailand.
Floris Wesseling, vice president for Danone Waters, said: “We believe that by combining Danone’s global expertise in designing great-tasting, heathier beverages and Sappe’s innovative spirit and deep understanding of Thai consumers, we can bring a range of unique products that will excite Thai consumers.”
The Thai beverage market is large and Thailand has the highest per capita consumption (PCC) of non-alcoholic beverages in Asia but it is also a very fragmented market with many smaller, innovative players, the firms said.
“This is driven by the fact that Thai consumers like exploring innovations and are curious when it comes to food and beverages; they like to try new products and brands,” said Piyajit Ruckariyapong, CEO of Sappe. “Fulfilling this continuous need for new and different product experiences is part of the Sappe DNA and one of the core competencies we will bring to our partnership with Danone”.
Piyajit said: “Perhaps more importantly, Thai consumers are increasingly looking for exciting products that are at the same time a healthier alternative to the more traditional sugary drinks. The Thai beverage landscape is changing as a result of this trend and our JV with Danone aims to support this change by bringing, great tasting, healthier beverage options”.
B’lue is a fruity, vitamin-enhanced beverage that is low in sugar. “Its surprising, refreshing taste has stolen the hearts of millennials across China and more recently in the Philippines,” said Wesseling. “We are very excited to now bring B’lue to Thailand”.