Thai Wah expands into retail space with focus on noodles and ready-to-cook kits

The Thai company says that it is leveraging its expertise in modified starch and noodles to meet consumer demands for convenience and health-oriented products.

This move marks a significant step in its growth strategy, as the company aims to capture a larger share of the consumer market across Asia-Pacific (APAC).

Continuing the noodle legacy​

In Asian retail markets including Thailand and Singapore, Thai Wah already offers ready-to-cook noodles, such as mung bean vermicelli, which are sold under the brand name “Double Dragon”.

It is now planning to expand into more Asian countries with instant noodles.

Catering to local tastes in the APAC region, the company developed four flavours for its latest series of instant noodles – Thai tom yum kung, Thai boat noodles, Vietnamese pho, and Chinese mala.

These were featured at Fi Asia Indonesia, which took place from 4–6 September 2024 at the Jakarta International Expo. It was one of the company’s trial projects in the country, where Thai Wah hopes to launch its instant noodles by next year.

Following this, the company plans to expand into Vietnam and China, with India and the Philippines as future targets.

Beyond Asia, Thai Wah is already exporting noodles under the brand name “Asian Inspired” in Europe and the US with ready-to-cook kits. These include dry noodles and flavour pastes like pad thai and tom yum, offering ways to recreate authentic Thai dishes at home.

The meal kits meet the growing trend of convenience products, providing consumers with quick meals that can be customised by adding vegetables or protein.

“Similar meal kits could also be available in Asia in the future,”​ said Dr Soracom Chardwiriyapreecha, senior manager of technical service and development at Thai Wah.

However, developing savoury meal kits for specific markets requires a lot of research to ensure the right formulation and taste.

While their experience with starch modification is relevant, the savoury space presents different challenges, such as achieving the right flavour profiles and processing techniques, Dr Soracom explained.

He added that though there is potential for expanding the savoury range in Asia, more groundwork is needed. This is because the savoury market in Asia is highly competitive compared to Western markets, where Asian manufacturers face less competition in terms of product range.

Given the complexities of savoury meal kits, Thai Wah is currently concentrating on bakery premixes for cakes and pastries in the ready-to-cook category.

The company’s knowledge of modified starch is key here, as it enhances the texture and consistency of bakery products, which are critical for consumer satisfaction.

Leveraging modified starch expertise​

Modified starch plays a key role in enhancing texture and consistency, which are critical for bakery products.

Moreover, the company sees innovation opportunities for creating bakery premixes with functional benefits, such as high-fibre and gluten-free options.

This can also be extended to noodle production, where the demand for functional foods is growing.

“Thai Wah is exploring product innovations like high-protein, low-carb, and low-glycemic index noodles. These developments cater to the increasing consumer focus on health, especially in the B2C market. ​

“Modified starch plays a crucial role in the expansion into retail. It has the potential of offering flexibility to meet diverse dietary needs, such as gluten-free or high fibre, while maintaining desirable texture and consistency,”​ said Dr Soracom.

Opportunities and challenges​

Consumer demand is shifting toward functional and healthier foods. Specifically, people are increasingly focused on consuming products that are high in protein and low in carbohydrates, and are mindful of calorie intake.

This shift presents a challenge for Thai Wah, as their core products are carbohydrate-based.

The company is adapting its expertise in starch to create products that align with current health trends.

Entering the B2C market presents other hurdles, such as building brand recognition and engaging consumers.

Some suppliers avoid this space to prevent competition with their B2B clients, but Thai Wah has a different view.

“We see it as an opportunity rather than a conflict. Communication and partnerships help create opportunities without stepping on anyone's toes,” ​said Dr Soracom.

Thai Wah’s move into the B2C space reflects a strategic shift aimed at tapping into changing consumer habits.

At the same time, it aims to maintain a strong presence in the B2B sector.