South Korean Food Specialist Targets Thai Market with New Tempeh Snack

Jan 2025

South Korean food major CJ CheilJedang is accelerating its expansion in Thailand with the launch of a new snack product, O-Right Protein Tempeh Chips, developed through its in-house food venture program, INNO 100. This marks the second product from the initiative, following the introduction of Excycle Basak Chips. The O-Right chips are specifically designed for the Thai market, reflecting local tastes and preferences, and are made from fermented Indonesian soybeans (tempeh), offering a rich flavor and 6 grams of plant-based protein per pack. The snack comes in four flavors, including K-BBQ and Kimchi, catering to the growing interest in Korean cuisine among Thai consumers.

The company aims to position O-Right Protein Tempeh Chips as an everyday snack option amid increasing demand for healthier alternatives in Thailand’s snack market, which is predominantly filled with potato chips. CJ CheilJedang plans to target young consumers who prioritize wellness through marketing efforts on social media platforms like TikTok and Instagram. The chips are available through various online and offline channels, including e-commerce sites like Shopee and Lazada, as well as supermarkets such as Dear Tummy and Villa Market, with plans for further expansion into mainstream retail stores.

Since entering the Thai market with its bibigo brand last year, CJ CheilJedang has been actively promoting its products, including dumplings and kimchi, through various marketing initiatives. The introduction of O-Right Protein Tempeh Chips is expected to bolster the company’s presence in Thailand and contribute to its growth strategy by tapping into the rising trend of health-conscious snacking among consumers

(Source: Food Navigator Asia)

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