Local sensibilities: CJ CheilJedang seeks to accelerate expansion in Thailand through new tempeh snack
This new range, named O-Right Protein Tempeh Chips, is the second protein snack product developed by the company through its in-house food venture programme INNO 100 that was inaugurated in 2022.
The first product born from INNO 100, Excycle Basak Chips, was introduced the same year, and starting retailing in mainstream channels, such as convenience stores, from February 2023.
As part of the company’s plans to expand the global sales channels of Excycle Basak Chips, exportation of the product to the US, Malaysia, and Hong Kong began last December. It was also recently launched in Costco Australia.
Created specially for the Thailand market, O-Right Protein Tempeh Chips is expected to further accelerate CJ CheilJedang’s business growth in the country, following the entry of its hero brand bibigo last year.
The “O” refers to the snack’s round shape and “Right” represents the meaning of a product “made properly (right)”.
It is made by fermenting unground Indonesian soybeans, or tempeh, giving off a rich taste. Each pack, which comes in four flavours, contains 6g of plant-based protein.
The flavours are namely K-BBQ (charcoal-grilled ribs) and Kimchi, to satisfy the high local consumer interest in Korean food, and Sriracha and Truffle & Cheese, which are popular among Thai consumers.
“We have observed a growing demand for healthy snacks in the Thai market, which predominantly comprises potato chips. Therefore, we have developed a localised product based on the innovative spirit of our in-house venture, and we look to establish tempeh chips as an everyday snack for Thai consumers.
“We plan to focus on targeting young consumers who value wellness. To this end, we are accelerating marketing activities that incorporate local sensibilities on major social media platforms, such as TikTok, Facebook, and Instagram,” the firm said.
O-Right Protein Tempeh Chips are currently sold through both online and offline distribution channels, including e-commerce platforms Shopee and Lazada, and supermarkets like Dear Tummy and Villa Market.
At the same time, expansion into various mainstream retail stores, such as Tops, Big C, and Gourmet Market, are in the works.
Last year, bibigo entered the Thai market through a partnership with A-Best, a local food distribution and fruit and vegetable preprocessing company.
Since then, CJ CheilJedang has been actively raising awareness of the brand and its products, including dumplings, kimchi, seaweed and sauces, by operating booths in large shopping malls and night markets.
