Voluntary Report - public distribution

**Date:** 11/16/2005

**GAIN Report Number:** TH5118

TH5118

**Thailand**

**Product Brief**

**Non-Alcoholic Beverage Report**

**2005**

**Approved by:**

![](media/image1.wmf)Russ Nicely, Acting Agricultural Counselor

U.S. Embassy, Bangkok

**Prepared by:**

Pacrim Associates Ltd., and Emily Eischen

**Report Highlights:**

The non-alcoholic beverage market in Thailand has significant growth
potential because of present low per capita consumption. Additionally,
due to an expansion in the number of \"off- sale\" outlets such as
convenience stores and hypermarkets, non-alcoholic beverages are
available to a larger portion of the population. It is a competitive
market where many companies use aggressive advertising to gain market
share. The two fastest growing sectors are Green Tea and milk. Growth in
these areas is driven partially by the augmented health consciousness of
Thai consumers.

Includes PSD Changes: No

Includes Trade Matrix: No

Unscheduled Report

Bangkok \[TH1\]

\[TH\]

[**Section I. Executive Summary 4**](#section-i.-executive-summary)

[Section II. Market Overview and Shares
4](#section-ii.-market-overview-and-shares)

[A) Market Prospects By Sector 5](#a-market-prospects-by-sector)

[2) Fruit and Vegetable Juice Demonstrates Consistent Growth
5](#fruit-and-vegetable-juice-demonstrates-consistent-growth)

[3) Bottled Water Grows Slightly 6](#bottled-water-grows-slightly)

[4) Carbonated Drink Manufacturers Respond to Market Change
6](#carbonated-drink-manufacturers-respond-to-market-change)

[5) RTD Tea Craze Is Fastest Growing Segment
7](#rtd-tea-craze-is-fastest-growing-segment)

[6) RTD Coffee Competes With Freshly Made Coffee
7](#rtd-coffee-competes-with-freshly-made-coffee)

[8) Milk Consumption Continues To Grow
8](#milk-consumption-continues-to-grow)

[B) Market Size- Growth of Imports and Domestic Production
9](#b-market-size--growth-of-imports-and-domestic-production)

[1) Carbonated Drinks Market 9](#carbonated-drinks-market)

[2) Bottled and Mineral Water 10](#bottled-and-mineral-water)

[3) Fruit and Vegetable Juice 11](#fruit-and-vegetable-juice)

[4) Functional Drinks 12](#functional-drinks)

[5) RTD Green Tea 13](#rtd-green-tea)

[6) RTD Coffee 14](#rtd-coffee)

[7) Beverages in Powdered or Concentrated Form
14](#beverages-in-powdered-or-concentrated-form)

[8) Milk 14](#milk)

[Section III. Advantages and Challenges
15](#section-iii.-advantages-and-challenges)

[Section IV. Market Sector Opportunities and Threats
16](#section-iv.-market-sector-opportunities-and-threats)

[A) Carbonated Drinks and Bottled Water
16](#a-carbonated-drinks-and-bottled-water)

[B) Fruit/Vegetable Juice 17](#b-fruitvegetable-juice)

[C) Functional Drinks 17](#c-functional-drinks)

[D) RTD Tea and Coffee 17](#d-rtd-tea-and-coffee)

[Section V. Consumption 17](#section-v.-consumption)

[A) Market Trends- Next Five Years
17](#a-market-trends--next-five-years)

[1) Carbonated Drinks 17](#carbonated-drinks)

[2) Fruit and Vegetable Juice 18](#fruit-and-vegetable-juice-1)

[3) Bottled Water 18](#bottled-water)

[4) Functional Drinks 18](#functional-drinks-1)

[5) RTD Tea 18](#rtd-tea)

[6) RTD Coffee 18](#rtd-coffee-1)

[7) Milk 18](#milk-1)

[8) Soy Beverages 19](#soy-beverages)

[9) Rice Based Beverages 20](#rice-based-beverages)

[10) Corn Based Beverages 20](#corn-based-beverages)

[Section VI. Policy/ Market Access Issues Effecting Non-Alcoholic
Beverages
22](#section-vi.-policy-market-access-issues-effecting-non-alcoholic-beverages)

[A) General Issues Effecting Non-Alcoholic Beverages
22](#a-general-issues-effecting-non-alcoholic-beverages)

[B) Food Regulations 23](#b-food-regulations)

[C) Tariff Rate Quotas 24](#c-tariff-rate-quotas)

[D) Labeling Requirements 25](#d-labeling-requirements)

[Section VII. Marketing 26](#section-vii.-marketing)

[A) Costs and Prices 26](#a-costs-and-prices)

[B) Suggested Entry Strategies 28](#b-suggested-entry-strategies)

[Section VIII. Contacts Thailand 29](#section-viii.-contacts-thailand)

[A) USDA Thailand 29](#a-usda-thailand)

[B) Retail 30](#b-retail)

[C) Hotels and Resorts 32](#c-hotels-and-resorts)

[D) Restaurants 35](#d-restaurants)

[E) Institutional and Catering 37](#e-institutional-and-catering)

[F) Food Service Importers 38](#f-food-service-importers)

[G) Beverage Importers 39](#g-beverage-importers)

[H) Regulatory Contacts 41](#h-regulatory-contacts)

[I) Miscellaneous Useful Contacts 42](#i-miscellaneous-useful-contacts)

[Section IX. Thailand's Leading Non-Alcoholic Beverage Producers
Profiles
43](#section-ix.-thailands-leading-non-alcoholic-beverage-producers-profiles)

[1) Thai Dairy Industry Co., Ltd. 43](#thai-dairy-industry-co.-ltd.)

[2) Malee Sampran Public Company Limited
44](#malee-sampran-public-company-limited)

[Manufacturing Business Unit 44](#manufacturing-business-unit)

[Malee Brand Business Unit 44](#malee-brand-business-unit)

[3) Serm Suk Public Co., Ltd. 45](#serm-suk-public-co.-ltd.)

[4) Foremost Friesland (Thailand) Pub Co Ltd
46](#foremost-friesland-thailand-pub-co-ltd)

[5) Dutch Mill Co., Ltd. 46](#dutch-mill-co.-ltd.)

[6) Uni-President (Thailand) Ltd. 47](#uni-president-thailand-ltd.)

[7) Lactasoy Co., Ltd. 48](#lactasoy-co.-ltd.)

[Phanwana Mahasup/ Assitance Marketing Manager
48](#__RefHeading___Toc119911724)

[7) The Universal Food Public Co., Ltd.
48](#the-universal-food-public-co.-ltd.)

[Export Market 49](#export-market)

[8) CP-Meiji Co., Ltd. 49](#cp-meiji-co.-ltd.)

[9) Tipco Foods (Thailand) Public Company Limited
50](#tipco-foods-thailand-public-company-limited)

[10) Nestle Thailand Co., Ltd. 51](#nestle-thailand-co.-ltd.)

[11) Ampol Food Processing Limited 51](#ampol-food-processing-limited)

# Section I. Executive Summary

The aim of this report is to provide an understanding of the market for
non-alcoholic beverages including carbonated drinks, functional drinks,
energy drinks, canned, fresh fruit and vegetable juice, smoothies,
bottled water, ready to drink or fresh tea and coffee, dairy and
non-dairy drinks in Thailand. This report divides the market into
HRI/Food Service, Retail and Food Processing from information available
from information available from January to June 2005. The exchange rate
used for the report is USD 1= 40 THB. Thailand's non-alcoholic beverage
market can be divided into the following sectors: carbonated drinks,
fruit and vegetable juice, bottled water, functional drinks,
ready-to-drink (RTD) tea and coffee, powdered concentrates and
traditional Thai drinks. Free trade agreements have had a minimal impact
on the non-alcoholic beverage market.

The non-alcoholic beverage market in Thailand has significant growth
potential because of present low per capita consumption. Additionally,
due to an expansion in the number of "off sale" outlets such as
convenience stores and hypermarkets, non-alcoholic beverages are
available to a larger portion of the population. Through these outlets
RTD (Ready To Drink) beverages have flourished, especially Green Teas,
three-in-one coffees and bottled water. It is a competitive market where
many companies use aggressive advertising to gain market share. Growing
health concerns of Thai consumers has driven growth in Green Tea, fruit
and vegetable juices; cereal based drinks, but has caused a decline in
carbonated beverages. Many Thai consumers seek high quality products and
trust beverage US standards. Some windows for US export entry are in
powdered beverages and fruit and vegetable juice concentrates.

# Section II. Market Overview and Shares

The total non-alcoholic beverage market value in 2004 was over USD 1.6
billion with a growth rate of five percent from 2003. Around 42 percent
of this is derived from the carbonated drinks segment. Meanwhile, sales
volume is estimated to reach more than 3.8 billion liters. Industry
growth in 2004 is a result of growing awareness of health issues among
Thai consumers. Increasing popularity of RTD green tea, fruit and
vegetable juice is in line with the level of consumers' disposable
incomes and made possible through major advancements in the cold chain
throughout Thailand. The industry has high potential for growth because
of a positive trend of growing consumer demand for some product types,
especially healthy drinks. However, Thailand's per capita consumption
level is still low at only around 60 liters.

Recently, non-alcoholic beverage suppliers have spent larger budgets
doing aggressive advertising and promotional activities in an attempt to
capture greater market share and improve sales performance. In addition,
the rapid expansion of the modern retailing sector, such as discount
stores, hypermarkets and convenience stores has also driven growth of
the non-alcoholic beverage market. Effective distribution strategies are
important for market players to stimulate sales performance and increase
market share.

For beverages in powdered or concentrated form, instant coffee has the
highest share in the segment with around 69 percent of market share.
Instant tea is achieving 1.2 percent growth, malt based beverages remain
flat in the market and plant based hot drinks hold one percent.

The major suppliers of non-alcoholic beverages foresee growth of the
industry for 2005 at the same rate as 2004. Many suppliers aggressively
advertise and launch new products in the market to capture sales.

Further information on the Thai retail food market is included in:
'Thailand: Retail Food Sector, 2004'. This report is available on the
Internet at [www.fas.usda.gov](http://www.fas.usda.gov/); search using
the report's reference number, TH 4143. Further information on the Thai
food service market is included in: 'Thailand: HRI Food Service Sector,
2005'. This report is also available on the Internet at
[www.fas.usda.gov](http://www.fas.usda.gov/); search using the report's
reference number, TH 5019. Additionally, at the same site, further
information on the Thai food processing sector is included in:
'Thailand: Food Processing Sector, 2005'.

##  A) Market Prospects By Sector

The following table examines non-alcoholic beverages by sector.

![](media/image2.wmf){width="5.99375in" height="2.0444444444444443in"}

**1) Carbonated Drinks Segment Flat**

Thailand's carbonated drinks segment is flat, which can be attributed to
growth in the 'healthy' drinks market. Thai consumers are more concerned
with health issues and are moving away from carbonated drinks and
towards beverages perceived as healthy alternatives, such as
ready-to-drink (RTD) green tea, fruit and vegetable juice, dairy based
beverages, and cereal based drinks. This has eaten into the carbonated
drinks share of the overall non-alcoholic beverages market and the
growth rate of this sector has slowed down. Most carbonated beverage
producers have added non-carbonated production lines to handle the
change of consumer behavior.

Because there is an increased number of players in the healthy drinks
market some fruit and vegetable juice drink manufacturers have responded
to the market by adding new products such as green tea, corn milk, and
black sesame in soymilk drinks. To capture sales from very health
conscious consumers some producers have also launched sugar-free
formulations of fruit and vegetable juice and RTD green tea product.

###  2) Fruit and Vegetable Juice Demonstrates Consistent Growth

Fruit and vegetable juice drinks have demonstrated a growth rate of 10.7
percent, reaching around 109 million liters in 2004. Continued growth of
over 10 percent is forecast for 2005. The fruit and vegetable juice
market has benefited from the growing trend of consumer health
consciousness and development of the cold chain. It has made entrance of
foreign retailers into the market possible over the past five years.
Many fruit and vegetable juice suppliers have added new products and
various flavors to stimulate sales. Some of them have responded to the
green tea craze by adding green tea flavor to their fruit and vegetable
juice.

###  3) Bottled Water Grows Slightly

The bottled water market accounts for around 44 percent of all
non-alcoholic beverage consumption by volume in the Thai market,
increasing by 4.6 percent during the previous year. Rapid expansion of
hypermarkets and convenience stores helps to drive market performance
and enlarge market size. Besides the expansion of hypermarkets and
convenience stores, home and office delivery has grown rapidly in recent
years. We estimate that 50 percent of the bottled water market is for
home and office delivery.

Meanwhile, the carbonated beverage sector still accounts for a
significant volume of the total non-alcoholic beverage market at around
41 percent; though its market share has been eaten up by other
non-alcoholic beverages (Chart 1). Total sales growth by volume still
averages five percent per year and is now up to 1.85 million liters.
Thailand's climate and marketing activities used by players are the main
factor boosting consumption volume.

Bottled water has become a significant item in daily life due to the
changing lifestyles of Thai consumers with increasing health
perceptions. Sealed and well-packaged bottled water with official
certification for safety consumption has become an essential item for
many of these health conscious consumers.

![](media/image3.wmf)

###  4) Carbonated Drink Manufacturers Respond to Market Change

Though the market share is declining for carbonated drinks the
modernization of the retail industry, increased effectiveness within the
distribution system and consumer's increasing disposable income should
provide further opportunity for the sector. Carbonated drinks are still
a first choice for many consumers due to Thailand's tropical weather.

Major carbonated drink producers have aggressive advertising strategies
to increase brand loyalty through continuous television advertising and
marketing activities. For example, Serm Suk, the 'Pepsi' bottler and
distributor has implemented music and sport marketing strategies
extensively during the past decade. Serm Suk also launched new products:
Lipton Wave Green Tea and Yeo's Soy Beverage into the market. Yeo's soy
beverage, while popular in Malaysia and Singapore, did not succeed in
penetrating the Thai market.

Coca-Cola (Thailand) also responded to market changes by launching its
first non-carbonated fruit juice brand, called Qoo at the end of 2002.
Its local bottler and distributor-Thai Pure Drinks has invested more
than USD 2.5 million in its Rangsit factory to support the production of
the new beverage. The introduction of Qoo follows Coca-Cola's strategy
of moving the company towards a total beverage company, offering
customers a variety of choices. Qoo is the second non-carbonated drink
introduced in Thailand by Coca-Cola after Nam Thip brand water.

###  5) RTD Tea Craze Is Fastest Growing Segment

Thailand is currently going through a 'green tea craze.' Products as
diverse as throat lozenges, noodles, chewing gum, sanitary napkins, ice
cream and even inner-soles for shoes are marketed with claims of the
alleged wondrous properties of green tea. Growth of RTD tea is from
booming sales of RTD green tea based on the perceived health benefits of
green tea. RTD tea has shown dramatic growth continuously from 2002-2005
with competitive pricing and significant promotional expenditure.

In September 2001, the first bottled and canned green tea was introduced
in Thailand by Uni-President under the Unif brand. During its first year
after its launch, Unif gained almost USD 650,000 in sales. Since then
other beverage firms have joined the bandwagon, for a piece of the
action. The RTD green tea market grew from USD 650,000 in 2001, when
Unif was the sole player, to USD 10.2 million in 2002, USD 75 million in
2003, and USD 150 million in 2004. The sector is expected to grow up to
USD 250 million in 2005 before an eventual decline.

Local studies with or without scientific basis have concluded that green
tea helps prevent tooth decay, decreases the incidence of cancer,
increases blood vessel and heart muscle elasticity, and expands the
trachea, which are marketed as important. In 2004-2005 both new and
existing companies have become increasingly active in this sector with
the introduction of new flavors and extensive advertising. More players
are expected to enter the market rapidly because of an incredibly fast
growing market that will eventually have a downturn and dramatic
consolidation. New players include TTC Siam Drinking Water, and a major
bottled water supplier who launched its Siam Green Tea in January 2005
with an expectation to gain 10 percent market share in the first year.
Previously, only Unilever's Lipton brand was well known in the RTD tea
sector. Then Unif, Nestle', Oishi, Tipco, and Sencha entered the RTD tea
market with the introduction of different flavors.

### 6) RTD Coffee Competes With Freshly Made Coffee

RTD coffee sales growth is limited by fast growing fresh ground coffee
consumption that can be found in coffee shops and with small vendors
throughout the country. Coffee shops, small vendors, and kiosks of both
local and foreign franchises (Doi Tung, Baan Rai, Denchai, Amazon, and
Starbucks) serve freshly made coffee to consumers at acceptable prices
together with convenience and attractive packaging. Thai consumers tend
to prefer consuming freshly made coffee rather than RTD coffee, even
though it is more expensive.

RTD coffee sales have followed the aggressive expansion of franchised
freshly made coffee outlets that have expanded into department stores
and major petrol stations. As a result, RTD coffee sales for 2004 were
estimated at around 56 million liters with growth at only 1.77 percent
from 2003 (Table 1).

RTD coffee sales in 2005 are expected to continue growing at the same
rate as 2004, though the RTD coffee players have promoted their products
aggressively through mass media advertising offering special promotions.

### 

**7) Functional Sector Dominated by Energy Drinks**

In 2003, the overall functional drink sector benefited from the
significant growth of energy drinks, which increased 14 percent by
volume. Meanwhile, sports drink volume growth was only four percent, as
they were perceived as a less useful beverage compared to alternative
non-alcoholic beverages for health conscious consumers. In addition,
sports drink sales were directly impacted by government advertising on
television clarifying that sport drinks contain only some basic minerals
and are not necessary for health, as marketed by energy drink producers
in their advertising campaigns.

In 2004, the growth rate of the overall functional drinks sector sales
volume dropped to three percent (Table 1) as government action in
restricting energy drinks advertised on television during sports
programs took effect, despite producers efforts.

The energy drink sector is dominated by two major players, TC
Pharmaceutical Industry (Red Bull brand) and Osotspa (Lopvitan, Shark,
and Magnum brands). Others small players are Champ Thai (Wrangler) and
Carabao Daeng the latest player to enter the market just for a few years
ago. Osotspa has used different brands to penetrate different customer
groups.

The sports drinks market value has increased by 4-5 percent, up to USD
87.5 million in 2004. The growth of sport drinks is a result of the
growing number of health conscious people that exercise on a regular
basis. Sport drink suppliers have introduced their products as a helpful
supplement for people whose mineral level has been reduced as a result
of participating in sporting activities. However, most producers who
have both energy and sport drinks still concentrate their marketing
activity on energy drinks rather than sport drinks, due to its higher
market value.

###  8) Milk Consumption Continues To Grow

Domestic raw milk production in Thailand has achieved almost 20 percent
growth annually over the past 10 years due to Government policies
relating to the promotion of dairy farming. Around 90 percent of total
raw milk is processed as pasteurized or UHT milk. The remaining milk is
used to produce yogurt, ice cream and cheese. Thailand has insignificant
imports of liquid milk, but does export some processed liquid milk to
Indonesia, the Philippines, Cambodia, Myanmar, and Singapore. Skim milk
powder and anhydrous milk fat is blended with local raw milk to increase
dairy solids and fat in the milk.

Despite local production Thailand remains a dairy deficit country and
thus imports approximately 70,000 MT of skim milk powder each year to
make up the deficit. While some imported skim milk powder is used in
food processing (up to 8,000 MT in the bakery sector), the majority is
used to produce recombined milk in the form of sweetened condensed milk,
evaporated milk or UHT milk.

Table 2 shows the supply and demand of fluid milk increasing continually
since 1999. Domestic consumption in 2003 was around 700,000 tons, having
increased by 3.5 percent from the previous year.

![](media/image4.wmf){width="5.99375in" height="2.032638888888889in"}

##  B) Market Size- Growth of Imports and Domestic Production

Thailand's non-alcoholic beverage market experiences cross competition
between the sectors as players relate themselves to the industry as a
whole, rather than limiting themselves in any one category.

### 

### 1) Carbonated Drinks Market

> Information in this section will be mostly in value terms.

In 2004, total market value of the carbonated drink market was around
USD 750 million. The carbonated drinks market in Thailand includes two
segments: - cola and flavored carbonated drinks. The cola segment
accounts for 77 percent of the carbonated drinks market value, the
remaining 23 percent or around USD 175 million is the flavored
carbonated drink segment. The imported segment is negligible. European
origin pink lemonade for use in hotel mini-bars is imported in small
volumes. A list of importers is included at the end of this report.

There are two major players in the Thailand carbonated drink market:
Serm Suk and Thai Pure Drinks. Serm Suk produces and distributes
carbonated drinks under various brands including Pepsi, Mirinda, and
7-Up. Meanwhile, Thai Pure Drinks produces and distributes products
under Coca-Cola, Sprite, Fanta, and Schweppes throughout most of
Thailand, except in the 14 provinces in the southern area of the country
controlled by Haad Thip. Pepsi claims to be the market leader in the
cola segment with a 63 percent share of the total value in 2004. The
remaining balance belongs to Coca-Cola.

For the flavored drink segment, Fanta of Thai Pure Drinks is the market
leader with around a 70 percent share, followed by Mirinda of Serm Suk
with a market share of 25 percent. The remaining five percent of the
flavored drink segment belongs to small players such as Green Spot and
Birley.

Rivalry in the sector is high due to its high margin. Major players'
marketing strategies have been focused on continuous advertising and
sales promotions; especially during the summer when sales volume is the
highest. New products or new flavors are also used to stimulate consumer
demand and provide alternatives to consumers, as there is little brand
loyalty in the market. Superstars and sport advertising are usually used
to gain market share from teenage people. In addition, good relations
with retailers, together with fast delivery are also important to
succeed in the market. Market share is more closely related to
distribution than consumer preference. A consumer may order 'Coke' or
'Pepsi', but they are served whichever of the two brands that the outlet
stocks.

![](media/image5.wmf) ![](media/image6.wmf)

### 

### 2) Bottled and Mineral Water 

Total market value of the bottled and mineral water segment is around
USD 250 million. Around 90 percent of the market value or USD 225
million belongs to bottled drinking water and the remaining USD 25
million is mineral water.

The numerous bottled water companies competing in this market are
extremely different. There are three major categories of bottled-water
companies:

• Smaller or larger firms created to market one special brand of bottled
water,

• Soft drink companies that have entered the growing bottled water
market, and

• Companies providing tap water with extensive know-how in water
purification.

Major players in the market are Singha of Boon Rawd Brewery, Crystal of
Serm Suk, Namthip of Thai Pure, Siam of TTC Siam Drinking Water,
Sprinkle of M Water, Minere and Neptune of Nestle, and Aura of
Dharaniphiphat. Imports previously composed the majority of mineral
water available in the market until the late 1990's when local
production decimated a once sizeable import market.

Singha is the market leader with around 60 percent market share;
followed by Crystal at around eight percent, and Namthip at five
percent. Siam drinking water claims fourth position in the market with a
share of around five percent or USD 11.3 million. Remaining market
shares belong to other small local players including vending machine
companies that offer an alternative way for consumers to save on the
cost of drinking water by selling refills at conveniently located
self-service vending machines.

![](media/image7.wmf)

### 3) Fruit and Vegetable Juice

Local brands have controlled the majority of the fruit and vegetable
juice market due to price advantages compared to imported brands. This
segment of the market is most open to imports of U.S. fruit and
vegetable juice concentrates.

The value of Thailand's fruit juice market in 2004 was USD 90 million.
Of this amount, 100 percent fruit juice accounts for USD 45 million,
25-50 percent fruit juice USD 10 million, and less than 25 percent fruit
juice USD 32.5 million. The 100 percent fruit juice market value has
grown by 17 percent from 2003.

Tipco F & B claimed that its share of the high-end segment of 100
percent fruit and vegetable juice has increased from 32 percent in 2003
to 43 percent in 2004. The remaining market belongs to Unif at 21
percent, Malee 16 percent, UFC 6 percent, Nestle 5 percent, Chaba 4
percent, and others 5 percent. Tipco has done intensive marketing and
has launched new packaging and flavors in the market. The company plans
to double its production capacity in 2005 to maintain its leading
position in the premium fruit and vegetable juice segment. Unif ranks as
the biggest share holder in the medium sector (25-99 percent juice),
followed by Tipco and Malee. The low-end sector is comprised of many
small private labels with mass competition among other kind of drinks.
The opportunity for U.S. exporters is to provide fruit concentrates. A
list of major fruit-juice re-combiners is included with this report.

![](media/image8.wmf)

![](media/image9.wmf){width="4.820138888888889in"
height="2.6666666666666665in"}

###  4) Functional Drinks

The functional drinks market includes two segments: energy drinks and
sports drinks. Most of the players in the market supply both energy and
sport drinks. However, they seem to focus their marketing on energy
drinks rather than sports drinks because the sports drink market value
is only USD 75-100 million, compared to USD 350 million for the energy
drinks market. As a result, rivalry in the energy drink segment is
higher.

An 'energy drink' is one specifically marketed as providing 'energy',
which is often in the form of a protein or caffeine. In the energy
segment in 2004, the total market value of energy drinks was over USD
350 million with only five percent growth due to government restrictions
on advertising and caffeine content. The Thai government prohibits
energy drinks to advertise qualifications and advantages of the
products, so major players have turned to advertising brand image
instead. The caffeine content is also limited for energy drinks while
there is no caffeine limitation in cola drinks or RTD coffee.

Red Bull brand, of TC Pharmaceutical Industry, is the market leader with
an export value of over USD 225 million, which is over 95 percent of the
country's export value. Its current share is 54 percent. Another major
player is Osotspa that launched several brands including M150,
Lipovitan, Shark, and Magnum for different target markets. The company
launched a canned energy drink called MMAX in 2003 with an expectation
to tap first-time drinkers. The energy drinks market reached saturation
point with growth at only three percent in 2004. The company believes
that new generation consumers are reluctant to drink traditional drinks
and they will be confident holding MMAX cans. Osotspa's current share is
34 percent. Carabao Dang, the newest major player entering the market in
2002 had 12 percent share. Carabao Dang is produced by SPM and
distributed by Serm Suk.

![](media/image10.wmf){width="5.0in" height="2.126388888888889in"}A
'sports drink' is one that specifically claims to provide a health
benefit to a consumer. The sports drink market was valued at between USD
75 and 100 million in 2004. Sponsor's (TC Pharmaceutical Industry) share
accounts for 70 percent of the total market, followed by M-Sport
(Osotspa) 20 percent, and Gatorade (Serm Suk) 10 percent.

Gatorade is a premium brand selling at USD 50 cents per bottle compared
to Sponsor that sells only USD 20 cents per bottle. Its bottler, Serm
Suk, has an excellent distribution network.

### ![](media/image11.wmf){width="5.026388888888889in" height="2.276388888888889in"} 

### 5) RTD Green Tea

The total value of the RTD green tea market in 2004 was around USD 150
million, increasing from USD 75 million in 2003. RTD green tea is the
fastest growing segment in the Thai non-alcoholic beverages market; its
value was only USD 10 million, or 74 percent of the total RTD tea market
in 2002.

In 2004, Uni-President was the market leader with a share of 45 percent
that included 40 percent Unif brand and another five percent from
Chaleewang brand. Second is Oishi green tea, occupying 33 percent with
sales revenue of around USD 50 million in 2004. They expect to increase
to USD 87.5 million in 2005 in line with total market growth. Sencha
brand of Ajinomoto holds six percent.

###  6) RTD Coffee

The Thai market for coffee is valued over USD 315 million. This is
comprised of instant coffee and three-in-one earning USD 170 million,
RTD coffee with USD 82.5 million, and fresh ground coffee at USD 82.5
million.

The popularity of fresh ground coffee has eaten up the RTD coffee
segment during past five years. As a result, the RTD coffee growth is
not outstanding compared to other RTD drinks. Major players are Nescafe
and Birdy brand of Ajinomoto, with shares of 35 and 30 percent
respectively. The remaining share is divided among other local small
players.

### 

### 7) Beverages in Powdered or Concentrated Form

The market for beverages in powdered or concentrated forms for home or
HRI food-service use grew eight percent in 2004 to USD 325 million.
Overall growth of beverages in powdered or concentrated forms benefited
from the performance of coffee, tea and other beverages, with coffee
playing the most significant role in terms of sales. This is an area
where U.S. beverages are likely to be competitive. Instant coffee has
the highest share in the segment with around 69 percent market share.
Nescafe is the major brand with 86 percent of the coffee market. Instant
tea is achieving 1.2 percent growth, as the major growth in tea
consumption is in RTD green tea. Malt based beverages remain flat in the
market. Milo and Ovaltine are two major brands for this sector. Plant
based hot drinks hold one percent.

### ![](media/image12.wmf){width="4.583333333333333in" height="2.3652777777777776in"} 

### 

### 8) Milk

Most domestic raw milk in Thailand is processed for RTD milk. According
to the Department of Industry, the number of the factories registered
for producing dairy products was 152 factories in 2004.

The size of the ready-to-drink milk sector was around USD 500 million in
2004 and is estimated to increase by five percent in 2005. This sector
experienced strong growth in the past, mainly due to greater access to
refrigeration in the rural areas and more effective distribution
channels. This sector is rather fragmented and is populated with small
companies that do not have significant market presence. Key players in
this sector are Foremost Friesland, CP Meiji, Nongpho Dairy Cooperative,
Nestle, Thai Dairy Industry, and Dairy Farming Promotion Organization.
(See Table 3). UHT milk has the highest share in the market with around
64 percent of the whole milk market due to its longer shelf and less
developed cold chain. The major manufacturers are Foremost, Nong Pho
Ratchburi Dairy Cooperative, and Thai Dairy Industry. Pasteurized milk
represents 33.5 percent of the milk market. The major manufacturers are
C.P. Meiji, Foremost Friesland, Dutch Mill, and Nong Pho Ratchburi Dairy
Cooperative. Sterilized milk represents only 2.5 percent of the milk
market. Nestle, Thai Dairy Industry, and Dutch Mill are the major
manufacturers. Quotas protect the Thai industry from fresh milk imports.
Growth in import quotas has\` been matched by increases in the market
demand for milk.

![](media/image13.wmf){width="5.209722222222222in"
height="3.4430555555555555in"}

# Section III. Advantages and Challenges

  ----------------------------------- -----------------------------------
  **Advantages**                      **Challenges**

  Locally sourced ingredients for     Carbonated drinks segment dominated
  U.S. branded beverages must meet    by locally produced products
  U.S. specifications                 

  Local carbonated beverage producers Japanese non-carbonated beverage
  are looking for non-carbonated      producers have positions in the
  alternatives to add to their        market
  product range                       

  Increasing health awareness among   High competition among drink and
  Thai consumers                      beverage market sectors

  Increasing number of educated       Competition very high for RTD,
  consumers, confident to try         powdered, roasted and retail
  something innovative                coffee. Market already saturated

  Large market for imported fruit and RTD tea market already saturated
  vegetable juice concentrates        

  Brand image is the most important   Functional sports beverages have
  factor in marketing energy drinks   failed to find a substantial market

  Energy drinks well established in   Consumer health preference derived
  the market                          from perception rather than science

  Consumers trust health claims       Purchasing of alternative beverages
  approved by U.S. FDA                closely linked to disposable income

  Thai market has grown to include    Plant and herbal based beverages
  major provincial centers            are traditionally made from herbs
                                      specific to Thailand

  Major improvements in Thai 'cold    Year round supply and consistent
  chain between 2000-2005             pricing required by Thai importers

  Milk now a component of the Thai    Thai FDA approval process time
  diet                                consuming and lacks transparency

  Consumers willing to pay a premium  Market uncertainty and
  for imported products               unwillingness to take risks before
                                      conclusion of Thai -- U.S. FTA

  Thailand continues to import dairy  Thailand has lowest per capita
  solids to cover milk deficit        beverage consumption in Southeast
                                      Asia
  ----------------------------------- -----------------------------------

# 

# Section IV. Market Sector Opportunities and Threats

Distribution within the Thai non-alcoholic beverage market can be
divided into two major channels: 'off-trade' such as convenience stores,
supermarkets, hypermarkets, independent food stores and local stores and
'on-trade' such as public houses, bars, nightclubs, restaurants and
hotels.

The total shares of non-alcoholic beverage sales through these two
channels are almost equal, but off-trade channel involvement seems to
increase annually. In 2004, the off-trade channel accounted for 45
percent of the total non-alcoholic beverage sales value. The remaining
55 percent is sold through on-trade channel.

Off-trade volume sales have increased from 40 percent in the previous
two years mainly due to fast growing of modern retail outlets,
especially modern supermarkets and hypermarkets. Product distribution is
very effective due to the expansion of convenience stores throughout the
country.

##  

## A) Carbonated Drinks and Bottled Water

On-trade sales play an important role in the carbonated drinks and
bottled water sector. In 2004, carbonated drinks and bottled water sales
value through on-trade channel were estimated at around 56 percent and
51 percent respectively. These high sales are because Thai consumers
generally drink carbonated drinks and bottled water when they are eating
out rather than in-house.

In 2004, carbonated drinks sales through the off-trade channel were 44
percent of total carbonated drinks sales. Many consumers still drink
carbonated drinks only for special occasions due to health concerns.
However, many households always have carbonated drinks in their
refrigerator. Expansion of modern retail outlets and heavy advertising
by carbonated drink suppliers has lead consumers to drink carbonated
drinks regularly at home. Bottled water sales through the off-trade
channel are 49 percent of total bottled sales value. Convenience stores
have increased their distribution share due to rising numbers of
outlets.

## B) Fruit/Vegetable Juice

Fruit and vegetable juice is mainly sold through the off-trade channel.
We estimate that off-trade sales of fruit and vegetable juice accounted
for 55 percent in 2004.

## 

## C) Functional Drinks

Functional drinks are sold mostly through independent food stores and
petrol station shops, as most consumers tend to be workers such as truck
drivers and laborers. Independent food stores are the leading
distribution channels for functional drinks, with an estimated 50
percent share. Convenience stores are expected to distribute around 25
percent of the market value. The remaining 20 percent is sold through
supermarkets and hypermarkets.

## D) RTD Tea and Coffee

![](media/image14.wmf)Independent food stores are also a major
distribution channel for RTD tea and coffee with 44 percent share by
value. Around 26 percent of RTD tea and coffee sales value are sold
through supermarkets and hypermarkets. Convenience shares around 24
percent of off-trade sales value.

# 

# Section V. Consumption 

##  A) Market Trends- Next Five Years

Both on-trade and off-trade sales are predicted to increase
continuously. However, off-trade sales are expected to increase at 5-8
percent, higher than on-trade sales growth due to the aggressive
expansion of modern off-trade outlets such as convenience stores,
supermarkets, hypermarkets, and petrol station outlets, which are
widespread through the country, particularly in regional cities. This
supports distribution effectiveness together with product availability
of non-alcoholic beverages including carbonated drinks, bottled water,
fruit and vegetable juice, functional drinks, RTD tea, RTD coffee, and
local specialty drinks (soy, rice and cereal beverages).

### 1) Carbonated Drinks

Carbonated drinks will continue to grow at a slower growth rate compared
to past records and when compared to growth of fruit and vegetable juice
sales. Thailand has the greatest potential for growth in Asia due to low
per-capita soft-drink consumption. Only 100 bottles a year per person
are consumed compared with 500 bottles in Australia and almost 200
bottles in the Philippines. Carbonated suppliers are likely to increase
the frequency of marketing activities to stimulate consumption of
non-alcoholic beverages to keep up with the growth of non-carbonated
drinks; 3-4 percent annual growth is expected from 2005-2010.

### 2) Fruit and Vegetable Juice

Fruit and vegetable juice is estimated to show high growth of over 10
percent from 2005-2010. Sales of fruit and vegetable juice are expected
to increase continuously due to consumers switching from carbonated
drinks to more healthy drinks. Consumers are increasingly concerned with
the quality of products and good packaging. Medium to high-end consumers
will shift from homemade fruit juice product vendors to well- packaged
fruit and vegetable drinks.

###  3) Bottled Water

Thai consumers want safe and hygienic bottled drinking water. Consumers
buy bottled water because it is perceived as a healthy alternative to
other beverages. Bottled water with good packaging will increase in
popularity. Increasing numbers of convenience stores and consumers'
health consciousness will drive up sales of bottled water with expected
growth around 5-7 percent during 2005-2010. Meanwhile, rivalry in the
market will increase as many beverage producers have launched their own
brands with a lower pricing strategy. Even large discount stores have
launched their own brands in the market at a lower price.

### 4) Functional Drinks

The energy drink market is expected to grow at rate of only 2-3 percent
from 2005-2010 due to government restrictions on energy drink
advertising and growing consumer health consciousness. Intense
competition among energy drink suppliers will continue due to its large
market value. Most suppliers will continue try to expand their market to
teen consumers with new packaging or even new brands.

### 5) RTD Tea

RTD green tea will continue to grow in 2005. From 2005-2010, we see
contraction in an already over-heated segment, followed by consolidation
and failure of many players.

### 6) RTD Coffee

The RTD coffee market is reaching a saturation point as the popularity
of fresh made coffee continually increases. Availability of fresh ground
coffee together with increasing health conscious is expected to limit
growth of the market.

### 7) Milk

Increasing consumer spending, health awareness with regards to dairy
content, as well as continued aggressive marketing campaigns from
players and the public sector are significant factors that will boost
growth in total sales of the milk market. Successes in an ambitious
national school milk program over many years combined with major
improvements in the cold chain across the country have seen the milk
market boom.

Retail sales volumes and the value of milk have increased continuously
year by year; its growth rate is fast as RTD green tea and fruit juice
(see Tables 6 and 7).

In Thailand, the government school milk program has played a key role in
promoting milk consumption in the country as a whole. Total milk
consumption rose from eight liters per person per year in 1993 to 12
liters per person in 1997 and continues to grow, but at a slower rate.
Currently, per capita milk consumption is up to 14 liters a year. A
generation of milk-drinkers is out of school and the country has a
functioning dairy industry. School milk consumption in Thailand is
around 30 percent of overall milk consumption.

![](media/image15.wmf)The government campaign to encourage people to
drink milk on a regular basis is a major growth driver in dairy product
sales. Milk is expected to continue its expansion in line with growing
consumer demand driven by public and private campaigns. In addition,
growth in the total sales volume of milk continues to benefit from an
increase in the number of supermarkets and hypermarkets, widening the
geographical coverage across the country. These supermarkets and
hypermarkets are competing with each other, offering an 'everyday low
price' strategy in both food and non-food products. As a result,
consumers tend to gain from this aggressive retail competition and are
able to consume products with seasonal lower prices, including packaged
milk products.

![](media/image16.wmf)

### 8) Soy Beverages

Soy beverages are considered to be a healthy dairy alternative. Soy
beverages captured 85-90 percent of the overall dairy-alternatives
market. The remainder belongs to drinks made from rice, oats, and corn.
Soy beverages currently have around 25 percent market share in the
overall market for milk and milk alternatives, rising from only 14
percent in 1998. It is estimated that its value in 2004 grew by around
10-15 percent to USD 125 million.

In the past, there was not much rivalry in the soy beverage market
because there were only two major manufacturers; Green Spot (Vitamilk)
and Lactasoy. Newer players include Serm Suk, branded \'Yeo\', Dutch
Mill (DNA) and Nestle (SoyPlus). Growth of the market was spurred by the
entry of Serm Suk's 'Yeo' soy beverage brand into the market in late
1999. The 'Yeo' brand made its first debut by proclaiming itself a 100
percent soy beverage, however, the company has already ceased producing
'Yeo' in 2004 due to unsuccessful performance. Another boost was the
entry of Dutchmill \'DNA\' soy beverage drink brand into the fray last
August. Besides the expansion of the domestic market, the export market
for Thai soy beverages is attractive due to its continued increases in
sales, particularly in Singapore and Malaysia. Thailand is a producer of
soybeans, but production is less than 300,000 MT annually. Thai soybean
demand is almost 2.0 million tons annually. Less expensive imports from
South America, especially Brazil, are threatening the U.S. market share
of Thai soybean imports.

Green Spot, the producer and distributor of Vitamilk and V-soy is the
leader of the soy beverage market with around 70 percent share. The next
is Lactasoy with 20 percent share, followed by Dutch Mill with DNA, at
2-3 percent share.

Further information on the Thai market for soybeans is included in:
'Thailand: Oilseeds and Products Annual, 2005' which is available on the
Internet at www.fas.usda.gov, search using the report's reference
number, TH 5047.

###  9) Rice Based Beverages

Rice based beverages are produced from young rice. They were launched
into the market as an alternative to milk both in pasteurized and UHT
form (natural, chocolate, and vanilla flavors). The rice beverage market
value in 2004 was around USD 7.5 million. Major players in the market
include 'Lady Sirin' of P Green Herb, Sriruean of Far East Home Made,
D-rice of Thanyathip, and Mechieang of Somboon factory. Mechieang
controls the market with a share of around 80 percent. Lady Sirin,
Sriruean, and D-Rice have equal shares of three percent each while
Supreme rice accounts for 10 percent.

Further information on the Thai market for rice is included in:
'Thailand: Grain and Feed Annual, 2005' available on the Internet at
[www.fas.usda.gov](http://www.fas.usda.gov/); search using the report's
reference number, TH 5030.

###  10) Corn Based Beverages

Corn based beverages are made from fresh corn grains. Fresh corn
beverages are produced locally by small vendors, and are available
throughout the country in PET bottles. There are three big producers in
the market: Malee, Tipco, and Corn Fresh. The total market for cereal
drinks is around USD 11.8 million, of which USD 4.5 million is for
corn-based beverages.

Cereal drinks sales are not motivating other new players to enter the
market because the segment is relatively small with low growth. This
will not stop corn-based beverage producers from entering the market,
with corn-based beverages likely to cannibalize market share from other
cereal drinks. There is considerable room for beverages containing peas
or pulses in this market.

Further information on the Thai market for corn is included in:
'Thailand: Grain and Feed Annual, 2005' which is available on the
Internet at [www.fas.usda.gov](http://www.fas.usda.gov/); search using
the report's reference number, TH 5030.

**B) Demographics and Consumer Purchasing Habits**

Consumption has grown steadily in Thailand since recovering from the
1997 currency crisis. (See Table 4, below). Demand for non-alcoholic
beverages in regional centers in Thailand is growing at a significantly
faster pace than in Bangkok. Developments of large hypermarkets,
particularly Lotus and Big C, have seen an efficient cold-chain spread
across the country. The variety of non-alcoholic beverages in regional
centers is equal to that in similar stores in Bangkok. Despite
disruption to tourism from the December 2004 tsunami and civil unrest in
the three border provinces, demand for non-alcoholic beverages in the
five southernmost Thai provinces of Satun, Songkhla, Pattani, Narathiwat
and Yala is growing at a significantly faster rate than the rest of the
country. Previously, local entrepreneurs bought goods in neighboring
provinces and transported the goods in for sale in small stores.

![](media/image17.wmf)

-   Coffee

Coffee consumption in Thailand reached 130 cups per person per year in
2004. This compares with 150 cups in the Philippines and 167 cups in
Malaysia. Three-in-one instant coffee (coffee with non-dairy creamer and
sugar added) has shown continuous growth up to 40 percent from 2003 to
USD 62.5 million. For roasted coffee Nescafe remains dominant in the
market, with 80 percent share, Birdy from Ajinomoto, eight percent,
followed by Moccona and Khao Chong, six percent and four percent
respectively.

Coffee growers have been focusing on boosting domestic sales, as exports
have been falling in volume and international prices have been weak.
Exports now account for 10 percent of coffee grown in Thailand, compared
with 70 percent in 1989. Coffee-shop chains, both local and
international have been expanding, and Nestle has become the first
international company to use a local coffee-processing plant in
Chachoengsao. The coffee grower's association has set up the company
Coffee Farmer with a factory in Chumphon province to process coffee
beans into packaged gourmet coffee as well as three-in-one instant
coffee, the latter product was introduced in July 2003, and has been
selling well. Moreover, premium grade instant coffee has increased by 5
percent from 2003, to USD 5 million.

The market for tealeaves and tea bags in Thailand is small compared to
other kinds of hot drinks such as coffee or malt based products. At
present, Thais consume approximately 1-2 kg per person, per year. The
value of the Thai tea market is approximately USD 12.5-15 million, which
is low compared to the newly growing market of RTD tea.

The tea market in Thailand can be divided into three categories: Chinese
tea 80%, herbal tea 10%, and special grade tea 10%. Chinese tea has long
been present in Thailand, and growth in this area is quite steady. The
herbal tea market is growing in response to health conscious consumers.
Because Thailand has many local varieties of herbal plants there are
various types of herbal products in this area. The major producers of
herbal tea are small Thai companies. One example is Ranong tea, a
well-known tea brand in Thailand. There are two main players in
Thailand's tea market, Lipton tea (Unilever) 67%, Nestea (Nestle) 19%,
other brands 14%. In 2005, Nestle and Unilever have focused more on RTD
tea.

Malt-based hot drinks have been sold in Thailand for over 30 years.
Ovaltine and Milo are the two major beverages. The market is static,
increasing by 1.5 percent in 2004. Ovaltine holds 68 percent of the
market.

Plant-based hot drinks represent a value of USD 2.5 million. In the
past, the main consumers of herbal hot drinks were in the older age
segments. However, this trend is changing as Thais become more conscious
of the benefits of herbal remedies, especially digestive remedies,
medicated skin care, cold and weight reduction products. The products in
this sector include roselle (flower), galangal, ginger, safflower,
sesame, tamarind, and various herbs that have been transformed to
instant beverages.

# Section VI. Policy/ Market Access Issues Effecting Non-Alcoholic Beverages

##  A) General Issues Effecting Non-Alcoholic Beverages

In general, Thailand has complied with its WTO obligations with regard
to non-alcoholic beverages. Imported dairy ingredients are a notable
exception. Although Thailand has fixed its bound rates, the applied
tariff rates in many cases are lower than the WTO bound rates. Thailand
maintains tariff-rate quotas for some agricultural products. Thailand
has been a member of the ASEAN (Association of Southeast Asian Nations)
Free Trade Area, called AFTA, since 1991. AFTA set up preferential
applied tariffs between Thailand and other ASEAN countries on most
agricultural products, with levels currently between 0-5 percent.

In addition to the WTO and AFTA, Thailand is entering into regional and
bilateral trade negotiations that will allow improved access to new
markets overseas. Similarly, Thailand's trading partners will have
greater access to the Thai market. Thailand launched bilateral free
trade with China on specific products (fresh vegetables and fruits) in
2003 under the auspices of the ASEAN-China Free Trade Area. Thailand
concluded and signed a comprehensive free trade agreement with Australia
in late 2004 and New Zealand in 2005. As a result, tariffs for most
agricultural products imported from these two countries have been
reduced. In addition, Thailand is moving ahead to conclude bilateral
free trade negotiations with the United States, Japan, South Korea,
India and Bahrain.

Given that FTA negotiations between Thailand and the U.S. are still
pending, the implementation of free trade areas with other agricultural
exporting countries, particularly China, Australia and New Zealand, will
negatively impact U.S. agricultural exports to Thailand in the short
term. The most affected forms of non-alcoholic beverages include, dairy
products, and raw ingredients such as fruits and vegetables and dry
ingredients used in local production of non-alcoholic beverages.

In the Thai market for non-alcoholic beverages, the Thai -- Australian
FTA will have the following effects:

> • Thailand immediately eliminated the previous tariffs on infant
> formula (5%), lactose (up to 20%), casein and milk albumin (10%),
>
> • Thailand provided an immediate additional quota for Australia of
> 2,200 MT for skim milk powder and 120 tons for liquid milk and cream,
> expanding by 17% at five-yearly intervals until 2025, when all tariffs
> and quotas will be eliminated, and
>
> • Thailand agreed to phase out the tariffs for other milk powder and
> concentrates in 2020.

For the Thai market for non-alcoholic beverages, the Thai -- New Zealand
FTA will have the following effects:

> • Tariffs on infant milk formula (currently 5%), casein (5%), lactose
> (up to 10%) and protein concentrates (5%) will be eliminated on
> implementation,
>
> • Tariffs on buttermilk (5%), and milk protein concentrates (5%) will
> be removed by 2009, and
>
> • The 18% tariff on whole milk powder will drop to 15% on
> implementation and phase out by 2020.

Further information on U.S. agricultural trade issues with Thailand are
included in: 'Thailand: Trade Policy Monitoring Annual, 2005', which is
available on the Internet at
[www.fas.usda.gov](http://www.fas.usda.gov/); search using the report's
reference number, TH 5026.

##  B) Food Regulations

Thailand's food industry is governed by the Food Act of 2522 (1979) and
subsequent laws stipulated by the Ministry of Public Health. In general,
imports of food for sale in the kingdom require an import license and
standard labeling according to domestic regulations. Product
registration is required only for *specifically controlled food*. Some
agencies of the Ministry of Agriculture and Cooperatives monitor the
import of such certain food products as meat, fruits and vegetables
through import permits and phytosanitary or sanitary certificates. In
addition, 23 agricultural commodities are subject to the
tariff-rate-quota system administered by the Ministry of Commerce.
Categories relevant to non-alcoholic beverages are as follows

+--------+------------------------+------------------------------------+
| *      | **Type of Food**       | **Remarks**                        |
| *No.** |                        |                                    |
+--------+------------------------+------------------------------------+
| I.     | **S                    | -   **For food imports for sale,   |
|        | pecifically-Controlled |     import license, product        |
|        | Food**                 |     registration and labeling      |
|        |                        |     approval are needed.**         |
+--------+------------------------+------------------------------------+
| 3      | Modified Milk for      |                                    |
|        | Infants                |                                    |
+--------+------------------------+------------------------------------+
| 4      | Flavored Milk          |                                    |
+--------+------------------------+------------------------------------+
| 5      | Cultured Milk          |                                    |
+--------+------------------------+------------------------------------+
| 6      | Milk                   |                                    |
+--------+------------------------+------------------------------------+
| 7      | Drinking Water in      |                                    |
|        | Sealed Containers      |                                    |
+--------+------------------------+------------------------------------+
| 9      | Other Milk Products    |                                    |
+--------+------------------------+------------------------------------+

+--------+------------------------+------------------------------------+
| *      | **Standardized Food**  | -   **For food imports for sale,   |
| *II.** |                        |     import license and labeling    |
|        |                        |     approval are needed. As for    |
|        |                        |     table salt, no labeling        |
|        |                        |     approval is needed.**          |
+--------+------------------------+------------------------------------+
| 10     | Coffee                 |                                    |
+--------+------------------------+------------------------------------+
| 60     | Mineral Drinks         |                                    |
+--------+------------------------+------------------------------------+
| 80     | Tea                    |                                    |
+--------+------------------------+------------------------------------+
| 10     | Soybean Milk in Sealed |                                    |
|        | Containers             |                                    |
+--------+------------------------+------------------------------------+
| 18     | Mineral Water          |                                    |
+--------+------------------------+------------------------------------+

In addition, Ministerial Notification No. 193, 2543 (2000), 'Method of
Food Manufacturing and Equipment for Manufacturing Food and Food
Storage, has been applied to all domestic manufacturers and imported
suppliers of 54 types of products. The covered products under this
regulation effecting non-alcoholic beverages are:

  -----------------------------------------------------------------------
  Infant food and uniform food for infant and children

  Supplementary food for infant and children

  Modified milk for infant and uniform modified milk for infant and
  children

  Drinking water in sealed containers

  Beverages in sealed containers

  Food in sealed containers

  Cow's milk

  Cultured milk

  Flavored milk

  Milk products

  Tea

  Coffee

  Natural mineral water

  Vinegar

  Mineral drinks

  Soybean milk in sealed containers
  -----------------------------------------------------------------------

Domestic manufacturers of these products are obligated to comply with
the method of food manufacturing, tools and equipment for manufacturing
food, and food storage according to the Good Practice in Food
Manufacturing laws for general sanitation. Meanwhile, any importer of
the covered products must present an equivalent certificate of GMP for
certain factories or plants, which manufacture those products in line
with the Thai GMP Law.

For U.S. food products, Thai FDA officials agree that U.S. practices are
acceptable under the present Thai GMP Law. Accordingly, any simple
statement/certificate that is endorsed by U.S. government agencies will
be acceptable. The statement may contain sayings like 'the food product
is manufactured by U.S. processing plant which is subject to 21CFR part
110'.

##  C) Tariff Rate Quotas 

Thailand was permitted tariff rate quotas on several items. The
Department of Foreign Trade, Ministry of Commerce is monitoring the
imports of these products and requires that any importer must apply for
an import permit. The covered commodities under the TRQ system relevant
to non-alcoholic beverages are as follows:

  ----------------------------------- -----------------------------------
  Milk                                Tea

  Flavored milk                       Rice

  Skim milk                           Soy beans

  Coffee bean                         Instant coffee
  ----------------------------------- -----------------------------------

![](media/image18.wmf){width="5.99375in" height="5.839583333333334in"}

## D) Labeling Requirements 

Labeling requirements for coffee are stipulated in Ministerial
Notification No. 276 of 2540 (1997), and labeling requirements for tea
are stipulated in Ministerial Notification No. 277 of 2540 (1997).

Further information on Thailand's food and agricultural import
regulations and standards are included in: 'Thailand: FAIRS Product
Specific Country 2004', which is available on the Internet at
[www.fas.usda.gov](http://www.fas.usda.gov/) ; search using the report's
reference number, TH 4079.

# Section VII. Marketing

# 

##  A) Costs and Prices

Cost and pricing information from point of market entry to point of sale
changes rapidly. Thailand is a relatively free market, with some
exceptions. Examples of local retail pricing of various non-alcoholic
beverages in June 2005 are included in the following tables.

Wholesale and retail prices of UHT, pasteurized, and sterilized milk are
shown in Table 8. UHT and pasteurized milk prices are almost the same
while sterilized milk is more expensive mainly due to its packaging
cost.

![](media/image19.wmf){width="4.486805555555556in"
height="2.526388888888889in"}

![](media/image21.wmf){width="4.959722222222222in"
height="5.833333333333333in"}

![](media/image22.wmf){width="5.126388888888889in"
height="5.263194444444444in"}

##  B) Suggested Entry Strategies

There are several ways for U.S. suppliers to enter the Thai market.
Probably the most effective way is to appoint a reputable and
experienced local importer or distributor. Local firms will have a good
understanding of the market and know how to make direct contact with
importers, end users, government officials and other key contacts. A
good local importer/distributor can also provide valuable support in
arranging meetings and promotional events, translating technical
information, placing advertisements in local trade publications and
other marketing and sales activities. Trade shows are also effective
ways to promote new products. Food Ingredients Asia, Food and Hotel
Asia, the International Food and Hospitality Show and other food and
beverage shows, in Thailand, Singapore and elsewhere in Southeast Asia,
are usually well attended by Thai beverage companies. See
www.usdathailand.org for further details of recommended shows.

U.S. market development cooperators are also active in Thailand and
other Southeast Asian countries. These groups offer many marketing
opportunities for U.S. firms including trade team visits, technical
seminars, local promotional events, and other activities. Cooperators
with active programs in Thailand and other regional countries include
the U.S. Grains Council, U.S. Meat Export Federation, U.S. Dry Pea and
Lentil Council, U.S. Dairy Export Council, various U.S. fruit and nut
associations, as well as several state and regional groups such as
WUSATA, SUSTA, and MIATCO. See contacts at the end of this report.

Direct contact with local food service importers is the best entry
strategy for U.S. exporters. Normally hotels and resorts do not import
food directly in volumes attractive to U.S. exporters. It is easier for
hotels and resorts to order from food service companies because they
specialize in providing high quality U.S. products to the five-star
hotel and restaurant industry. Restaurants such as fast food chains or
family style restaurants also order and purchase imported food from food
service companies or from their affiliate companies who act as their
distributors. Five star hotels and resorts are highly recommended for
U.S. exporters. International food restaurants located in prime areas of
Bangkok, Chiang Mai, Samui Island, Phuket and Phi Phi island are
secondary recommendations for U.S. exporters. Direct contact with Thai
Airways International's catering department is highly recommended.

The best way for U.S. exporters to sell to Thai supermarkets,
super-centers and hypermarkets is to directly contact importers and
distributors. U.S. exporters should be aware that many multi-national
retailers in Thailand charge listing fees or a listing allowance for new
products. The fee will be charged in accordance with a formula based on
the number of retail outlets and SKU.

The best way for U.S. exporters to sell ingredients to Thai beverage
manufacturers is to directly contact the manufacturer. A list of
beverage manufacturers is included with this report.

# Section VIII. Contacts Thailand

##  A) USDA Thailand

For general information on exporting non-alcoholic beverages or other
food and agricultural exports to Thailand, please see Thailand: Exporter
Guide Annual, 2004'. This report is available on the Internet at
[www.fas.usda.gov](http://www.fas.usda.gov/); search using the report's
reference number, TH 4123.

For specific information on non-alcoholic beverages contact:

**U.S. Department of Agriculture, Foreign Agricultural Service**

The Foreign Agricultural Service in Bangkok maintains up-to-date
information covering non-alcoholic beverage import opportunities in
Thailand and would be pleased to assist in facilitating U.S. exports and
entry to the Thai market. Questions or comments regarding this report
should be directed to following:

+-----------------------------------+-----------------------------------+
| Local:\                           | U.S. Mail:\                       |
| Office of Agricultural Affairs\   | Office of Agricultural Affairs\   |
| U.S. Embassy\                     | U.S. Embassy, Box 41\             |
| 120-122 Wireless Road\            | APO AP 96546                      |
| Bangkok 10330 Thailand            |                                   |
|                                   |                                   |
|   --                              |                                   |
| -------- ------------------------ |                                   |
|   Tel:       +662-205-5106        |                                   |
|                                   |                                   |
|   Fax:       +662-255-2907        |                                   |
|                                   |                                   |
|                                   |                                   |
| E-mail:    agbangkok@fas.usda.gov |                                   |
|                                   |                                   |
|   Website:   www.usdathailand.org |                                   |
|   --                              |                                   |
| -------- ------------------------ |                                   |
+-----------------------------------+-----------------------------------+

## B) Retail

## 

###### Siam Makro Company Limited

3498 2nd Fl., Lard Prao Rd

Klongchan, Bangkapi

Bangkok 10240, Thailand

Tel. +662 704-7000 / 375-7000

Fax. +662 375-8866

Contact person: Mr Philip Cox, Food Director (Dry Grocery)

Email: pwcox@siammakro.co.th

Contact person: Mr. Louis Lin, Food Director (Fresh Food)

Email: lin@siammakro.co.th

###### Big C Supercenter Co., Ltd

Fl 7 Univest Building

89/36 Rajadamri Road

Lumpini, Pathumwan

Bangkok 10330, Thailand

Tel. +662 655-5813

Fax. +662 655-5801-2

Contact person: Mr. Yves Braibant, CEO

Contact person: Ms. Jaruwan Thamgaesorn, Director of Fresh Merchandise
Division

Ek-chai distribution System Co., Ltd (Tesco Lotus Hypermarket)

Modernform Tower

699, Srinakrarin Rd, Suanluang

Bangkok 10250, Thailand

Tel. +662 722-9640/79

Fax. +662 722-9637

Contact person: Mr Jeff Adams, CEO

Contact person: Mr. David Horton, VP Fresh Food Development

Email: david.horton@th.tesco.com

Contact person: Ms. Saijai Warrawatpreecha, VP Grocery Management --
Food

Email: saijai.warrawatpreecha@th.tesco.com

Central Food Retail Co., Ltd. (Tops Supermarket)

6th-7th Floor Central Plaza Office Tower

1693 Paholyothin Road

Lard Yaow, Jatujak

Bangkok 10900

Tel. +662 937-1700

Fax. +662 937-1711

Contact person: Mr. Ian Pye, President

Email: pyian@tops.co.th

Contact person: Chiranun Poopat, VP/Buying & Merchandising and Marketing

Email: pochiranun@tops.co.th

Cen Car Ltd (Carrefour Global Sourcing)

14th Floor Q. House Sathorn Building

11 South Sathorn Road, Tungmahamek,

Sathorn, Bangkok 10120

Tel. +662 625-4444 Fax. +662 677-3354-5

Contact person: Mr. Jean Paul Khaou, Food Manager

Email: <Jean_Paul_Khaou@carrefour.com>

The Mall Group (The Mall (Home Fresh Mart)/Emporium/Siam Paragon)

1909 Ramkhamhaeng Road

Huamark, Bangkapi

Bangkok 10240, Thailand

Tel. +662 310-1000 / 318-8925

Fax. +662 315-6605 / 318-8923

Contact person: Mr Pira Asawapirom, Chief Merchandising Officer

###### Siam Jusco 

129 Ratchdapisek Rd

Dindaeng, Bangkok 10320, Thailand

Tel. +662 246-7026/7031

Fax. +662 245-8760, 246-5985

Contact person: Mr Takashi Takani, Managing Director

###### Foodland Supermarket Co., Ltd

2675 Lard Prao 95

Wangthonglarng, Bangkok 10310, Thailand

Tel. +662 932-2948

Fax. +662 539-0837

Contact person: Mr Supamit Surongsain, Asst. Vice President Marketing

Email: foodland@loxinfo.co.th

###### Tang Hua Seng Department Store

289 Sirinthorn Rd

Bangbamru, Bangplad

Bangkok 10700, Thailand

Tel. +662 434-0448

Fax. +662 434-6057

Contact person: Mr Viroj Chunprathipthong, Managing Director

###### Villa Market JP Co., Ltd

591/1, 4-5 Sukhumvit Rd

Klongton, Klongtoey

Bangkok10110, Thailand

Tel. +662 662-0372-6

Fax. +662 259-1077

Contact person: Mr Surapong Poosanakhom, Managing Director

Contact person: Mr. Pisit Poosanakhom, Executive Director

Email: pisit@villamarket.com

###### 

###### CP 7-Eleven Co., Ltd

313 CP Tower, 20th Fl.

Silom Rd, Bangkok 10500, Thailand

Tel. +662 677-9000

Fax. +662 638-2680

Contact person: Mr. Korsak Chairasmisak, CEO

Mr Piyawat Thitasathavorakul, Managing Director

###### Siam Familymart

139 Robinson Building

5th Fl Ratchdapisek Rd

Dindaeng, Bangkok 10320, Thailand

Tel. +662 254-1650/1

Fax. +662 255-8573

Contact person: Ms. Sarinya Ardvichai, Category Manager -- Food,
Merchandise Division

Email: sarinya.a@familymart.co.th

## C) Hotels and Resorts

Amari Watergate Hotel

847 Petchburi Rd.

Pratunam, Rajthevi

Bangkok

Tel : 662-653-9000

Fax : 662-653-9045

Contact : Mr. Sanjog Modgil, Director of Food & Beverage

E-mail : <fb@atrium.amari.com>

Website : www.amari.com

Amari Atrium Hotel

1880, New Petchburi Road,

Huay Kwang, Bangkapi

Bangkok 10320

Tel: 662-718-2000

Fax: 662-718-2004

Contact: Mr. Sanjog Modgil, Director of Food & Beverage

E-mail : <fb@atrium.amari.com>

Website: www.amari.com

Bangkok Marriott Resort and Spa Hotel

257 Charoennakorn Road,

Bangkok 10600

Tel: 662-476-0022

Fax: 662-477-0811

Contact: Russell Paine, Director of Food & Beverage

E-mail :

Contact : John Westoby, Director of Operations

E-mail : jwestoby@minornet.com

Website: www.marriotthotels.com/bkkth

Banyan Tree Bangkok

21/100 South Sathorn Road,

Sathorn, Bangkok 10120

Tel: 662-679-1200

Fax: 662-679-1188

Contact: Scott Murray, Director of Food and Beverage

E-mail: scott.murray@banyantree.com

Website: www.banyantree.com

Conrad Hotel

All Seasons Place,

87 Wireless Road,

Bangkok 10330

Tel: 662-690 9999 Fax: 662-690 9000

Contact: Nattapol Khajornsripitak, Executive Assistant Manager

E-mail: nattapol@conradbangkok.com

Website: www.conradhotels.com

Dusit Thani Hotel

946 Rama IV Road,

Bangkok 10500

Tel: 662-236-9999

Fax: 662-236-6400

Contact: Thitikorn Pitchan, Assistant F&B Manager

E-mail: thitikorn.d@dusit.com

Website: www.dusit.com

Four Seasons Hotel

155 Rajadamri Road,

Bangkok 10330

Tel: 662-250-1000

Fax: 662-253-9195

Contact: Lubosh Barta, Director of Food and Beverage

E-mail: lubosh.barta@fourseasons.com

Website: www.fourseasons.com/bangkok

Grand Hyatt Erawan Bangkok

494 Rajdamri Road,

Bangkok 10330

Tel: 662-254-1234

Fax: 662-254-6286

Contact: Chris Conway, Director of Food and Beverage

E-mail: chris.Conway@hyattintl.com

Website: [www.bangkok.hyatt.com](http://www.bangkok.hyatt.com/)

Intercontinental Bangkok Hotel

973 Ploenchit Rd., Lumpini

Bangkok 10330

Tel : 662-656-0444

Fax : 662-656-0555

Contact : Kym Barter

E-mail: kym_barter@interconti.com

Website: http://bangkok.intercontinental.com/

JW Marriott Hotel

4 Sukhumvit Road, Soi 2,

Bangkok 10110

Tel: 662-656-7707 Fax: 662-656-7711

Contact: Mr. Stefan Gruber, Food and Beverage Director

E-mail: Stefan.gruber@marriotthotels.com

Website: www.marriott.com

Montien Hotel Bangkok

54 Surawongse Road

Bangkok 10500

Tel : 662-233-7060

Fax : 662-234-8060

Contact : Mr. Piyawin Sukondhavich

E-mail: fbbkk@montien.com

Website : www.montien.com

Peninsula Hotel

333 Charoennakom Road

Klongsan Bangkok 10600

Tel: 662-861-2888

Fax: 662-861-1112

Contact: Mr. Joseph Sampermans, Director of Food and Beverage

E-mail : jsampermans@penninsula.com

Website: http://bangkok.peninsula.com

Royal Orchid Sheraton Hotel

2 Captain Bush Lane, New Road,

Siphya, Bangkok 10500

Tel: 662-266-0123

Fax: 662-236-8320

Contact: Dario Orsini, Director of Food and Beverage

E-mail : Dario.orsini2@sheraton.com

Website: www.royalorchidsheraton.com/

Shangri-La Hotel

89 Soi Wat Suan Plu,

New Road, Bangrak,

Bangkok 10500

Tel: 662-236-7777

Fax: 662-236-8579

Contact: Mr. Thomas Schmitt-Glaeser, Director of Food and Beverage

E-mail : Thomas.Schmitt-glaeser@shangri-la.com

Website: www.shangri-la.com

Sheraton Grande Sukhumvit Hotel

250 Sukhumvit Road

Bangkok 10110

Tel: 662-653-0333

Fax 662-653-0400

Contact: Dennis J. Thouvard, Director of Food and Beverage

E-mail : denis.thouvard@starwoodhotels.com

Website: www.sheratongrandesukhumvit.com

Sofitel Central Plaza Hotel

1695 Phaholyothin Rd,

Chatuchak, Bangkok 10900

Tel: 662-541-1234

Fax: 662-541 1087

Contact: Wuthisak Pichayagan, Food and Beverage Manager

E-mail : fboffice@chr.co.th

Website: www.centralhotelsresorts.com

Sukhothai Hotel

13/3 South Sathorn Road,

Bangkok 10120,

Tel: 662-344-8888 Fax: 662-287-4980

Contact: Anne-Marie Houston, Executive Assistant Manager of Food and
Beverage

E-mail : anne-marie@sukhothai.com

Website: [www.sukhothai.com](http://www.sukhothai.com/)

Tawana Ramada Hotel

80 Surawongse Rd.

Bangkok

Tel : 662-236-0361

Fax : 662-236-3738

Contact : Mr. Chatchawarn Hiranyaman

E-mail : twn99@tawanahotel.com

Website : www.tawanahotel.com

The Oriental Hotel

The Oriental, Bangkok 48 Oriental Avenue,

Bangkok 10500

Tel: 662-659-9000

Fax: 662-659 0000

Contact: Eric Weber, F&B Manager

E-mail : ericw@mohg.com

Website: www.mandarin-oriental.com/bangkok

## D) Restaurants

13 Coins Restaurant

13 Coins Towers Ltd.

525/3 Ratchadapisek Road,

Huaykwang, Bangkok 10310

Tel: 662-274-1219

Fax: 662-274-1218

Contact: Somchai Nitiwanakul, Managing Director

Bourbon St. Bar and Restaurant

Texxan Co., Ltd.

29/4-6 Behind Washington Theatre

Sukhumvit Soi 22,

Bangkok 10110

Tel: 662-259-0328/9

Fax: 662-259-4318

Contact: Douglas B. Harrison, Managing Director

Website: www.bourbonstbkk.com

Hamilton's Steak House

Dusit Thani Hotel

946 Rama IV Road,

Bangkok 10500

Tel: 662-236-9999

Fax: 662-236-6400

Contact: Thitikorn Pitchan, Assistant F&B Manager

Hard Rock Café

424/1, 424/3-6 Siam Square Soi 11

Pathumwan, Bangkok 10330

Tel: 662-251-0792/94

Fax: 662-254-0832

Contact: James Choong, General Manager

Website: [www.hardrockcafe.co.th](http://www.hardrockcafe.co.th/)

Outback Steakhouse

OBS Restaurant Thailand Limited.

2nd Floor Siam Discovery Center

Rama 1 Road, Pathumwan

Bangkok 10330

Tel: 662-658-0202

Fax: 662-658-0204

Contact: Ajay Verma, Proprietor

Neil's Tavern Restaurant

58/4 Soi Ruam Rudee,

Wireless Road, Bangkok 10330

Tel: 662-256-6874-6

Fax: 662-650-9740

Contact: Pipat Pitsanusakorn, Managing Director

New York Steakhouse

2nd Floor, JW Marriott Hotel

4 Sukhumvit Road, Soi 2,

Bangkok 10110

Tel: 662-656-7707

Fax: 662-656-7711

Contact: Mr. Stefan Gruber, Food and Beverage Director

Park Avenue Steak House

Panumas Marketing & Distribution Co., Ltd.

G/F, Mercury Tower,

540 Ploenchit Road,

Bangkok 10330

Tel: 662-658-7722/3

Fax: 662-658-7892

Contact: Panumas Pornvarakorn, Proprietor

Roses Are Red (Steak and Seafood Restaurant)

413/5 Sukhumvit Soi 55

(Between Thonglor 23-25) Bangkok

Tel: 662-392-1881-2

Fax: 662-392-4530

Contact: Triphong Kohengkul, Managing Director

S & P Syndicate Public Company Limited

457-457/6 Soi Sukhumvit 55 Vadhana

Bangkok 101110

Tel: 662-381-3412

Fax: 662-381-2790

Seafood Palace International (Seafood Market and Restaurant)

Euro Emporium Co., Ltd.

348 Sukhumvit Road., Asoke Sq.,

Bangkok 10110

Tel: 662-653-1145-8, 653-3900/5

Fax: 662-653-1149

Contact: Nucha Kathapithak, General Manager

Tony Roma's

Mas Millennium (Thailand) Ltd.

87 Sukhumvit Road, Ground Floor,

Nai Lert Building

Klongtoey, Wattana

Bangkok 10110

Tel: 662-254-2912

Fax: 662-254-1326

Contact: Raymond Chow, General Manager

## 

## E) Institutional and Catering

Compass Group Services Co., Ltd.

100/1 Vorasombat Building, 11, Rama 9 Rd.,

Huaykwang, Bangkok 10320

Tel: 662-247-5720-5

Fax: 662-247-5726

Contact: Hugues Reveille, Managing Director

M.L. Chaninprom Kamalasana, Purchasing Manager

Thai Airways International Plc.

Bangkok International Airport,

Donmuang, Bangkok 10210

Tel: 662-697-1128

Fax: 662-504-4057

Contact: Suchada Tiyavanich, Duty Manager Procurement Section

Siam Flight Services Ltd.

Bangkok International Airport

Vipavadee-Rangsit Road,

Donmuang, Bangkok 10210

Tel: 662-996-8881 ext. 150

Fax: 662-996-8889

Contact: Charunan Ratana-arporn, Purchasing Manager

Gate Gourmet (Thailand) Ltd.

71 Chaengwattana Road,

Kwaeng Talad Bangkhen,

Khet Laksi, Bangkok 10210

Tel: 662-521-8200-5

Fax: 662-521-1164

Contact: Kanyanan Chullabut, Purchasing Manager

Impact Arena Exhibition and Convention Center Muang Thong Thani

99 Popular Road, T. Banmai,

A. Pakkred, Nonthaburi 11120

Food and Beverage Department

Tel: 662-504-5050

Fax: 662-504-4444

Contact: Chawanich Sirisinghol, Food and Beverage Director

Bangkok International Trade and Exhibition Center

8 Bangna-Trad (Km.1),

Bangna, Bangkok 10260

Tel: 662-749-3939 Fax: 662-749-3959

Contact: Dana Caron, Food and Beverage Director

F&B International Co., Ltd.

Queen Sirikit National Convention Center

60 New Rachadapisek Road, Klongtoey,

Bangkok 10110

Tel: 662-229-3213

Fax: 662-229-3174

Contact: Anake Boontham, Food and Beverage Manager/Acting General
Manager

## F) Food Service Importers

Fine Food International Co., Ltd.

524/26 Soi 19 Rama 9 Road,

Huay Kwang, Bangkapi,

Bangkok 10310

Tel. 662-319-5274-5

Fax. 662-319-7352

E-mail: finefood@loxinfo.co.th

Contact: Pairat Rodjanaporn, Managing Director

Intermarco Co., Ltd.

50 Hajana Village

Srisena Rd., Phuket 83000

Tel. 66-076-253-024

Fax. 66-076-216-425

Contact: Ron Brandon, Managing Director

Pan Food Co., Ltd.

3388/7 Sirirat Bldg. 2nd Floor,

Rama IV Rd., Klongton, Klong-Toey

Bangkok 10110

Tel. 662-671-5093, 672-7982

Fax. 662-671-8454

E-mail: panfood@hotmail.com

Contact: Vutikorn Daomanee, Managing Director

Siam Food Services

2439 Old Paknam Railway Rd.

Prakhanong, Klongtoey,

Bangkok 10110

Tel. 662-240-4000 ext. 101

Fax. 662-671-8591

E-mail: pn@siamfoodservices.com

Contact: Pieter Nuboer, CEO

Superior Quality Food Co., Ltd.

50 Soi Pattanakarn 20,

Suanluang, Suanluang District,

Bangkok 10250

Tel. 662-720-0641-3

Fax. 662-720-0644

E-mail: nittokai@hotmail.com

Contact: Supharat Laopranichon, Managing Director

Tohkaiya Company Limited

33/89-90 Moo 10, Thepharak Rd.,

K.M. 16, Bangplee,

Samutprakarn 10540

Tel. 662-312-1861-2, 752-5506-7

Fax. 662-750-7370

E-mail: Email:ssloo@tohkaiya.com

Contact: S.S. Loo, Managing Director

Don's Foods Co., Ltd.

48/5 Sai yuan Road, Moo7,

Tambon Rawai, Muang, Phuket 83130

Tel:66-76-289-314

Fax: 66-76-289-319

E-mail: dontek@loxinfo.co.th

Contact: Donal D. Battles, Managing Director

## G) Beverage Importers

Ambrose Wine Limited

3/Flr., Bangkok Business Center,

29 Sukhumvit 63 Road (Ekamai),

Klongton Nue, Wattana,

Bangkok 10110

Tel. 662-714-2531-40

Fax. 662-714-2545

E-mail: wisanp@ambrosewine.com

Contact: Mr. Wisan Pijibandan, Marketing Director

Bangkok Beer and Beverage Co., Ltd.

193/54 Lake Rajada Office Complex

14th Floor, Rajadapisek Road, Klongtoey,

Bangkok 10110

Tel. 662-661-9446-7

Fax. 662-661-9448

E-mail: pc@bbb.co.th

Contact: Mr. Pongchalerm Chalermsaphayakorn, Executive Director

Bangkok Liquor Co., Ltd.

3/1 Convent Road, Silom,

Bangkok 10500

Tel. 662-674-7901/2

Fax. 662-212-6890

E-mail: kiti@bangkokliquor.com

Contact: Mr. Kitti S.Chaikul

BJC Marketing Co., Ltd.

99 Soi Rubia, Sukhumvit 42 Road,

Phrakanong, Klongtoey,

Bangkok 10110

Tel. 662-367-1111

Fax. 662-712-2241

Email: bjcwine@berlijucker.co.th

Contact: Praphol Vongsrivongse, Acting General Manager

Cannon Pacific Co., Ltd.

188/3 Soi Sukhumvit 63 (Ekamai),

Klongton Nua,

Bangkok 10110

Tel. 662-391-6318

Fax. 662-391-6320

Contact: Mr. Ekachai Mahaguna, Managing Director

Cititex Enterprises Co., Ltd.

40/29 Moo 5, Karnchanapisek Road,

Bangbon, Bangkok 10150

Tel. 662-895-1761

Fax. 662-895-3958

Contact: Mr. Sithisak Chatamornwong, Managing Director

California Wine Co., Ltd, The

498-504 Sukhumvit 22, Besides Washington Theatre,

Sukhumvit Road, Klongton,

Bangkok 10110

Tel. 662-260-5794-5

Fax. 662-260-5807

Contact: Mr. Sorasit Wongsantivanich, General Manager

Diethelm & Co., Ltd.

2439 Old Paknam Railway Road,

Klongton, Klongtoey,

Bangkok 10110

Tel. 662-672-5535-39 Ext 101

Fax. 662-672-2569

E-mail: kritkasp@spd.diethelm.co.th

Contact: Mr. Kritkasem Panyarachun, Sales & Marketing Manager,
Food/Special Products Div.

Global Premium Wine Co., Ltd.

295 Rama 3 Road, Bangkorlaem,

Bangkok 10120

Tel: 662-689-0441-3

Fax: 662-689-0200

E-mail: info_globewine@yahoo.com

Italthai Industrial Co., Ltd.

2 Soi Soonvijai 3, New Petchburi Road,

Bangkapi, Huaykwang,

Bangkok 10320

Tel. 662-318-1617-22

Fax. 662-314-1809

E-mail: erik@italthaicellar.com

Contact: Mr. Erik Cornetet, Deputy Group Manager

Nicolas B.C. Co., Ltd.

36/9-10 Chaengwattana Road,

Thungsonghong, Laksi,

Bangkok 10210

Tel. 662-982-7178 Fax. 662-982-7760

Contact: Mr. Jajarindr Saochin, Managing Director

Splendid Surplus Co., Ltd.

27/17-18 Petchkasem Road,

Nongkhaem, Luksong,

Bangkok 10160

Tel. 662-807-4074

Fax. 662-807-4073

Contact: Mr. Thanis Potchapornkul, Managing Director

Vanichwathana (Bangkok) Co.,Ltd.

41 Anuwong Road,

Bangkok 10100

Tel. 662-222-2450

Fax. 662-224-8042

Mr. Vichai Kanchanasevee, Assistant Managing Director

V&K Inter Group Company

140/1 Soi Sukhumvit 4,

Sukhumvit Road, Klogntoey,

Bangkok 10110

Tel. 662-656-8030/5

Fax. 662-656-8182/3

Contact: Mr. Dominique Forey, Managing Director

Mr. Kittipong Dechaampai, Managing Director

Wine Gallery

9/8 Sukhumvit Soi 44,

Klongton, Klongtoey,

Bangkok 10110

Tel. 662-261-4602 Fax. 662-261-4536

Contact: Ms. Wantana Loakulrak, General Manager

## H) Regulatory Contacts

Food and Drug Administration

Ministry of Public Health

Ms. Chitra Setha-udom

Director

Food Control Division

The Food and Drug Administration

Tivanont Road, Muang

Nonthaburi 11000

Tel. (662) 590-7178

Fax (662) 591-8460

E-mail: <schitra@fda.moph.go.th>

Mrs. Jureerat Horkiatti

Assistant Director

Group of Pre-Marketing Control

Food Control Division

The Food and Drug Administration

Tivanont Road, Muang

Nonthaburi 11000

Tel. (662) 590-7195 Fax (662) 591-8460

E-mail: <schitra@fda.moph.go.th>

Inspection Division

The Food and Drug Administration

Tivanont Road, Muang

Nonthaburi 11000

Tel. (662) 590-7323

Fax (662) 591-8477

E-mail: <food@fda.moph.go.th>

Department of Medical Sciences, Ministry of Public Health

Food Analysis Division

Department of Medical Sciences

Soi Bumratnaradul Hospital

Muang, Nonthaburi 11000

Tel. (662) 951-0000 Ext. 9561

Fax (662) 951-1023

## I) Miscellaneous Useful Contacts

American Chamber of Commerce

Diethelm Tower A 7^th^ Floor

93/1 Wireless Road

Lumpini, Pathumwan, Bangkok 10330

Tel. (662) 251-9266/7, 251-1605, 651-4473

Fax (662) 255-2454

E-mail: <info@amchamthailand.com>

U.S. Dairy Export Council

Southeast Asian Representative Office

Pacrim Associates Limited

11/14 Soi Ruam Rudee

Wireless Road

Bangkok 10330

Tel. (662) 689-6311

Fax (662) 689-6314

E-mail: <usdec@pacrimassociates.com>

U.S. Dry Pea And Lentil Council

AgriSource Co.,Ltd.

No. 416, 4 th Fl., Ambassador's Court

76/1 Soi Langsuan

Ploenchit Road

Bangkok 10330

Tel. (662) 251-8655/6, 251-8669, 251-8772

Fax (662) 251-0390

E-mail: [agsource@loxinfo.co.th](mailto:pulse@pea-lentil.com)

American Soybean Association

Thailand Representative

59/43 Baan Klangmuang

Ladprao 71 Road

Bangkok 10230

Tel. (662) 539-5373, 539-5332

Fax (662) 539-5256

E-mail: <asathai@loxinfo.co.th>

# Section IX. Thailand's Leading Non-Alcoholic Beverage Producers Profiles

## 1) Thai Dairy Industry Co., Ltd.

Head Office: Kian Gwan House II, 16&20^th^ Floor, 140/1 Wireless Rd.,
Bangkok 10330 Tel. (662) 255-9040-51 Fax. (662) 255-9053

Factory: Bang Pa-in Industrial Estate, 158 Moo 16, Bangkrasan, Klong Jik
Sub-district, Bang Pa-in District, Ayutthaya, Thailand

Tel: (035) 221-480-93

Fax: (035) 221-500-1

Website: www.thaidairy.co.th

Contact: Mr.Suvit Pholwiwat/ Deputy Managing Director (0-2255-9040 to 51
ext. 210)

> Mr. Tawatchai Uaisuk/ QA, R&D Manager (factory)
>
> Mr. Chockchai Supavanich/ Factory Director

**Company Profile**

The Thai Dairy Industry Co., Ltd. was set up in 1962 as a joint venture
between Thai and Malaysian Business with the Australian Dairy
Corporation and was granted investment promotion privileges by the Board
of Investment. The goal of the company was to manufacture dairy products
to international standards in order to improve the health of Thai
consumers. The company\'s factory in Samutprakarn province became the
first factory in Thailand to manufacture sweetened condensed milk.
 Launched in the market in 1965, Mali sweetened condensed milk is
manufactured utilizing the latest technology. Since that time, \"Mali\"
has become a leading brand and along with the company\'s other products
is highly regarded by consumers. With a steady growth in demand through
the years, a new, larger and more advanced plant has been constructed to
take the company into the next century.

**Products**

-   Condensed Milk (Mali & Orchid brand), Evaporated Full/ Filled Milk
    (Birdwings brand)/ Non-Dairy Creamer ("Birdwings" brand)

> Mali Sweetened Condensed Milk- Mali Sweetened Condensed Milk is the
> most well-known and popular product among Thai consumers. It is used
> in almost every household in Thailand. In addition, it is also
> exported to Cambodia, Myanmar and the United States of America.

-   Sterilized Milk ("Orchid" brand), UHT Milk ("Mali" brand), Mali
    Ultraman UHT Milk, coconut cream in "brik packs" and cans, and
    "Orchid" butter

**Export Market**

Complementing the strong market position of Thai Dairy Industry in the
domestic market, the company distributes dairy products in several
markets, including Hong Kong, Singapore, and other neighboring Asian
countries. The company can produce product packaged in tin cans, UHT
boxes, and any labels, which the customers desire. Tin Cans: There are 3
sizes: 140 ml., 390 grams, 405 grams. UHT Boxes: There are 4 sizes: 200
ml., 200ml. Slim, 250 ml., 1,000 ml.

## 2) Malee Sampran Public Company Limited

Head Office: Abico Building, 4-5 Floor, 401/1 Phaholyothin Road,
Lumlookka, Pathumthani 12130, Thailand

Tel: 662 992 5800 (16 lines)

Fax: 662 992 5820 (Central office), 662 992 5818-9 (Export sales)

Website: [http://www.malee.co.th](http://www.malee.co.th/)

Contact: Mr.Pisakwalee Savettanan/ Managing Director

(E-mail:petesa@malee.co.th)

> Ms.Premrudee Wannasirisuk/ VP Research & Development (M.01 914 1271,
> E-mail:prem@malee.co.th)

Ms. Busara Makomol/ Products Manager

They are a manufacturer and distributor of canned fruit and vegetables,
canned sweet corn, pineapple juice concentrate, fruit juice, UHT milk
and Beverages.

**SUBSIDIARY- Malee Enterprise Company Limited**

Abico Building, 3rd Floor, 401/1 Phaholyothin Road, Lumlookka,
Pathumthani 12130. TEL. 0 2992 5821 FAX. 0 2992 5817, 0 2532 3571
(Central office) 0 2992 5833-4 (Sales)

[http://www.malee.co.th](http://www.malee.co.th/)

**AFFILIATED COMPANY- Alliance Sales (Europe) Limited**

Importer of pineapple juice concentrate.

P.O. Box 146 , Road Town , Tortola, British Virgin Islands TEL/FAX.
3210620172

**Company Profile**

Malee Business began in 1964 and in 1978, the company was incorporated
as Malee Sampran Factory Company Limited with initial registered capital
of 10 million Baht, to manufacture and distribute canned foods and
canned fruit. It has since changed its name to "Malee Sampran Public
Company Limited". Since the beginning the Company has been considered as
one of the best food and beverage companies with the main products of
Malee brand canned fruit and canned and UHT fruit juices, which have
been widely distributed both domestically and abroad.

### Manufacturing Business Unit

The Manufacturing Business unit is responsible for the manufacturing of
beverage products under the company\'s own brand and those of its
business alliances. With internationally recognized standards of
production and adequate production capacity, Malee Sampran Public
Company Limited is trusted by leading international business alliances
to manufacture products on their behalf for distribution in Thailand and
overseas.

##### Contact Person 

<cm2486@malee.co.th>

<kulaphat@malee.co.th>

#### Tel. 0-2992-5800 ext. 2002, 2010

### Malee Brand Business Unit

The Malee Brand business unit focuses on the marketing and distribution
of products under the brand name of Malee. With several world-class
quality products "Malee Brand" is a name Thais are proud of and is
respected globally. Today Malee brand products are widely accepted with
distribution in over 20 countries in 4 different continents. In order to
cater to local tastes, in a number of countries Malee has made suitable
adjustments in taste and packaging and developed new products.

**Contact Person**

<adisak@malee.co.th>

<rungroj@malee.co.th>

[Tel. 0-2992-5800 ext. 3005,0318](mailto:rungroj@malee.co.th)

Fax. 0-2532-3571

**New Products in 2004:**

Canned seasonal fruit and mixed fruit juice, 100% pomelo juice, sweet
orange juice (with Pulp), 100% guava juice (fresh squeezed), and I-corn
(corn milk).

##  

## 3) Serm Suk Public Co., Ltd.

Head Office: Muang Thai-Phatra Complex Building I, 27-29 th Floor,
252/35-36 Ratchadapisek, Huaykwang, BKK 10320

Tel: 02 693-2255 to 65

Fax: 02 693-2266

Factory: 700/368 Moo 6, Amata Industrial Park, T.Nongmaidang, A.Mueang,
Chonburi 20000, Tel. 038-458-131 to 6

Website: www.pepsithai.com

Contact: Mr. Thitiwat Bulsuk/ Marketing Director

Mr. Wichai Wipaisarapong/ Factory Manager (ext.100)

> Ms. Ornuma/ Secreatry (ext.212)

Ms. Chintana/ QA Manager

Mr. Chalee Jitjarungporn/ Marketing Director Pepsi-Cola Thai Trading
Co., Ltd.

**Company History**

Established in 1952 the company has 5 factories and 46 warehouses
throughout the country. Their main business is manufacturing and
distributing soft drinks (Pepsi, Mirinda, 7 Up, Dew brand), pure water
(Crystal brand), Lipton tea, Lipton Wave green tea, Yeo soy milk, and
Carabao Daeng.

Setting up the company was meant to be a solution to the unhealthy water
problem, which was one of the causes of epidemics. Disease was then a
major problem because Thailand's modern water systems were not widely
distributed.

"Pepsi" is the favorite drink due to freshness, taste and quality. The
company has expanded and fully integrated production and distribution by
marketing new products, namely Mirinda, 7Up, Mountain Dew, Club Soda,
Crystal drinking water, Lipton Ice tea and M 150.

**New Products**

Pepsi Fire and Pepsi Ice. The company used over 90 million Baht to
promote these two new products. Asian super stars Tata Young and Vannes
Wu are being used to promote the products with a target to increase the
company's market share by one percent to 63% of the 30,000 million Baht
market.

Sermsuk Public Co., Ltd. has bought 49% of total share in Sermsuk Y.H.S.
Beverage Co., Ltd. from Yeo Hieb Seng (Malaysia) Co., Ltd. Sermsuk
Y.H.S. Beverage is a joint venture between Yeo Hieb Seng (Malaysia) and
Sermsuk Public Company. Prior, Sermsuk Public Co.,

held 51% of the total shares in the joint-venture company*.*

Recently, the functional drink and food market is growing very fast as
Thai consumers are highly health conscious. As a result the company has
planned to add new product lines including fruit juice and soymilk. The
company has a policy to adjust sales revenue from soft drink to other
drinks at 50:50, in line with the current market.

![](media/image23.wmf){width="5.759027777777778in"
height="1.8104166666666666in"}

## 

## 4) Foremost Friesland (Thailand) Pub Co Ltd

 

Head Office: 6th Flr., S.P. Bldg.,388 Paholyothin Rd. Samsen Nai,
Phayathai, Bangkok 10400, THAILAND

Tel: 66 2 620-1900

Factory: 89/2 Moo 8, Soi Watsuansom, Poochasamingprai Road, South
Sumrong, Samuthprakarn 10130, Tel. 0-2384-2760 to 1

Website: [www.foremostforlife.com](http://www.foremostforlife.com/)

Contact: Ms.Jutathip Wangsai/ R&D Manager (Tel. 0-2384-2760 ext.3131)

**Company Profile**

Foremost Friesland (Thailand) Public Company Limited manufactures and
distributes dairy products within Thailand. The company\'s products
include sweetened and unsweetened condensed milk, evaporated milk,
drinking yogurt, UHT pasteurized milk and infant feeding products in
sizes from 110 to 946 ml. These products are sold under brand names such
as Ship, Alaska, Falcon, Foremost, Kitty, Yo-Most and Frisolac.

## 

## 5) Dutch Mill Co., Ltd.

Head Office: 226 Kungthon Muangkaew Building, Sirindhorn Rd., Bangplud,
BKK 10700

Tel: 0-2881-0000

Fax: 0-2423-2133

Website: [www.dutchmill.co.th](http://www.dutchmill.co.th/)

Factory 1: 137/6 Moo 1 Buddhamonton 8^th^ Rd., Kunkaew, Nakhonchaisri,
Nakhonpathom 73120

Tel: 0-3423-2222 to 4

Fax: 0-3433-9027

Contact: Khun Varaporn Makpoon/ R & D Manager (M. phone 01 398-6118)

Khun Suvimon/ Marketing Director

**Company Profile**

**Dutch Mill Co., Ltd**. is one of Thailand\'s largest manufacturers and
marketers of dairy products. The company\'s product range includes
\"Dutch Mill\" UHT yogurt drink, \"Dairy Plus\" UHT fresh milk and
\"Duchies\" ice lolly. With an annual intake of nearly twenty million
liters of raw milk for farmer suppliers and group sales in excess of US
\$78 million. Dutch Mill in recent years has positioned itself as a
growing force in the Thai export market for dairy products, with the
majority of shipments destined for the Asian region.

Dutch Mill Co., Ltd. was established in 1984 under the name of Profood
Co., Ltd. and was renamed Dutch Mill Co., Ltd. in 1991. The company has
invested around US \$55 million in its business. The company\'s head
office is located in Bangkok and its factory is in Nakornpathom, 40 km
from Bangkok.

**Products**

Dutch Mill Co. Ltd. Produces drinking yogurt in fruit flavors with a
special line for kids, "light" enriched drinking yogurt, "Dairy Plus"
UHT bottled milk, "DNA" boxed soymilk, and "Pop Eyes" ice pops ranging
in size from 110-830 ml.

**New Products**

After launching the original DNA soymilk three years ago, the company
launched a new product in November 2004: DNA high calcium with black
sesame. The product is available in 3 sizes: 110 ml, 180 ml, and 230 ml.
This new product targets health conscious consumers and the new
generation working group.

## 

## 6) Uni-President (Thailand) Ltd.

Address: 253, 18^th^ Floor, Soi Asoke, Sukhumvit 21 Rd., North
Klongtoey, Khet Wattana, Bangkok 10110

**Company Profile**

Uni-president (Thailand) Ltd., a subsidiary of a Taiwanese company,
President Enterprises Corporation. It is a worldwide manufacturer and
distributor of food and drink products. It was established on May 17,
1994 with a capital of 250 Million Baht, under the name of
"Uni-president Enterprises Corp. Ltd."  This company has been set up
with the objective of producing canned drinks under the brand name
"Unif", which has been researched and developed with the support of the
Central R & D Institute of its parent company.  Therefore, all products
have been fitted to the Thai taste.  In 1997, the company name changed
to "Uni-president (Thailand) Ltd.".

In accordance with technology adapted from the parent company, upon
entering the Thai market Uni-President (Thailand) Ltd. Has focused on a
new manufacturing line of innovative health food products under the
"Green& Healthy" concept.  The product will be launched for the first
time in Thailand in addition to Unif's five existing juice categories:
vegetable with mixed fruit juice, fruit juice, fruit tea, coffee, and
traditional drinks. The company caters a target group aged between 15-19
and working people who are now health conscious. 

**Products for Export:** RTD coffee, tea, fruit juice, mixed fruit
juice, vegetable & green tea

**Export Markets:** Indo-China, South-East Asia, Europe

## 7) Lactasoy Co., Ltd.

Head office: 3532 Sukhumvit Rd., Bangna, Bangkok 10260

Tel: 0-2396-0320 to 7

Fax: 02745-2855, 0239-5233

Website: [www.lactasoy.com](http://www.lactasoy.com/)

Factory: 199 Moo10 Chacherngsao-Kabinburi rd., Srimahaphot, Prachinburi

Tel: 037-209301 to 10

Fax: 037-209311, 209322

Contact: Samart Chiraphathanakul/ President

[]{#__RefHeading___Toc119911724 .anchor}Phanwana Mahasup/ Assitance
Marketing Manager

## 

**Company Profile**

LACTASOY Co., Ltd. was established by Mr. Viriya Chiraphadhankul who has
been a successful producer of soft drinks in Thailand for over 50 years.
Over the years, the company has expanded to include a bottling, canning
and UHT (Ultra Heat Treatment) packaging operation at its Bangkok
production facility, with a wide range of brands, some of them under
franchise from North American firms such as Kickapoo, King Kist and
Cosco.

The company's major breakthrough came 22 years ago with the introduction
of its own brand of \"LACTASOY\" soymilk. With it the company combined
the best of soybean and regular milk to produce a nutritious and healthy
product for the general consumer. In addition to this the company also
has chocolate and natural flavors which contain 100% soymilk.

Lactasoy was the first to invest in UHT packaging with which it wishes
to bring to the consumer a sterilized and nutritious product. This
innovative idea was first questioned by many, but after the first
production line was ready and the machinery started, it never stopped.
Today Lactasoy is a recognized market giant with prominent media
presence. It has a nationwide distribution network and bustling sales
throughout Thailand and Indochina. The company capital now stands at 400
million Thai Baht.

The company motto:

\- Only produce from Non Genetically Modified Organism Soybean.

\- Only produce from the best variety of fresh and whole beans.

\- Guaranteed with 20 years of soymilk making experience.

## 

## 7) The Universal Food Public Co., Ltd.

Address: 947/157 Moo 12 Bangna-Trad Rd., Bangna, Bangkok 10260

Tel. 0-2398-8555, 0-2361-8954 to 57

Fax: 0-2744-0860 to 2

E-mail: ufc@ufc.co.th

Website: www.ufc.co.th

**Company Profile**

The Universal Food Company Limited or UFC was founded in 1969 with
registered capital of 15 million Baht. Its primary operation was
vegetable and fruit canning based on the vision that Thailand was a
country of various agricultural products and an abundance of cheap
labor. This business has assisted in the promotion of Thai agriculture
emphasizing the grower\'s higher income generation by productivity and
employment of locals.

UFC's first footprint was a canning factory at Lampang, in the northern
of Thailand, producing canned pineapple. Over time, testing and product
development, UFC has diversified its product line into other suitable
agricultural raw materials, such as lychee, longan and the other fruit
and vegetables grown in the northern region. UFC distributes products
throughout Thailand and the rest of the world.

UFC first appointed Berli Jucker Co. Ltd as sole dealer trading all UFC
domestic products until 1992. However, due to an enormous domestic
market expansion that year the company decided to establish its own
Marketing & Sales Department with the intention of increasing efficiency
and convenience. In 1996 UFC was then floated as a Public Company, at
the same time expanding its business ventures in many areas.

To increase productivity, UFC took over Orchid Foods Co., Ltd. located
in Nakhornpathom province and used them as another manufacturing base.
Collaborating with Union Frost Co., Ltd. and Union Fresh Co., Ltd., UFC
moved into the frozen product and fresh product industry respectively.
Furthermore, the UFC has also manufactured other types of products such
as fruit juice, tea and coffee in cans.

**Products:**

UFC produces juices in cans and boxes, canned fruit in syrup, canned
coffee, canned vegetables, frozen vegetables and fruit jams ranging in
size from 180 to 1000 ml.

**UFC\'s Service Providing**

UFC today, is not just a manufacturer but also a supplier of raw
materials to many companies. In addition, UFC has formed the UFC product
distribution team for customer convenience and fast responsiveness.

### 

### Export Market

UFC exports its products to 30 countries all over the world. Its major
customers are: OP Corporation, Safeway, Green Giant, Libby, Sun Queen,
Sainsbury\'s, Rykoff-Sexton, and Eldorando.

## 8) CP-Meiji Co., Ltd.

Head Office: CP Tower2 (between Lotus & Fortune), 30th Floor

Ratchadapisek Rd. Dindaeng Bangkok 10320

Tel: 0-2641-1124 to 5, 0-2664-5280

E-mail: <info@cpmeiji.com> 

Factory: 2/9 Moo 4 Phaholyothin Road, Nongnak, Nongkae District,
Saraburi 18230

Tel: (036) 336-036-7, 379-057-8

Fax: (036) 379-059

E-mail: <fac@cpmeiji.com>

**Land Area**: 155 Rai (250,000 Square Meters)

**Capacity**: 60,000 Tons/Day

**Staff**: 480 People

**Products:**

Pasteurized and UHT milks, yogurt and paigen.

**Background:**

Company Established: February 1, 1989

Supported Investment: Board Of Investment (BOI)

**Board of Directors**

President \-- Mr.Chummchook Kantapichan 

Vice President \-- Mr.Yoshihiro Hashimoto

**History:**

CP-Meiji Co.,Ltd. is a joint venture between the Charoen Pokphan Group
(CP) and Meiji Milk Products Co., Ltd. of Japan. With over seventy years
of experience in the dairy industry with Meiji Milk and nearly 20 years
of trading relations between the two companies CP-Meiji is aiming to be
the leading milk products supplier in Thailand.

**Raw material:** Unprocessed Milk

**Chilled Product:**

The company produces pasteurized milk, sweetened milk, cocoa, pandan,
chocolate, strawberry and coffee flavored milk, soymilk, non-fat milk
and Maiji drinking yogurt and soft yogurt ranging in size from 200cc to
5 liters.

## 9) Tipco Foods (Thailand) Public Company Limited

Head Office: 118/1 TIPCO Tower, Rama 6 Rd., Samsen Nai Sub district,
Phaya Thai District, Bangkok

Tel. 02-273-6200

Fax No. 02-271-4304

Website: [www.tipco.net](http://www.tipco.net/)

Factory: 212 Moo 16, Tambon Aou Noi, Muang District, Prachuab Kirikan

**Company Profile**

Tipco Foods (Thailand) Public Company Limited operates its core business
in producing and exporting canned pineapple, pineapple juice and mixed
fruit. Its current paid-up capital is Bt 429.77 million. The founder
Prasit Sapsakorn wanted to help out pineapple farmers, his main clients
at his gas station, who were always in despair about the low price for
pineapple. The Thai Pineapple Company Limited was established in 1976 in
Muang district, Prachubkirikhan and is the biggest pineapple plantation
in Thailand. TIPCO has grown and strengthened their business with their
initial public offer of shares on September 25, 1989 in the name of the
Thai Pineapple Public Company Limited.

The company production capacity has grown continuously from 100,000 tons
per year at the beginning to a current 200,000 tons per year. The
company has expanded its product line to pineapple concentrate in both
frozen and aseptic packaging and has introduced other processed fruit
such as papaya, guava, rambutan, mango, and aloe vera, of which it is
the leading exporter. In 2003, the company launched a new product
process, the individual quick frozen product.

**Products:**

Tipco markets 10 fruit and vegetable juice flavors, "Tipco Squeeze"-
pasteurized orange juice, 25-40% fruit and vegetable juices and RTD
green tea. Tipco also introduced a juice bar under the name "Squeeze" in
December 2004.

## 

## 10) Nestle Thailand Co., Ltd.

Head Office: 500 Ploenchit Rd., Lumpini, Patumwan, Bangkok 10330

Tel: 66-2-657-800

E-mail: <Goodfood.nestle@th.nestle.com>

Nestle Thailand was established in 1893. It currently has seven
factories with over 3,000 staff. The company has marketed aggressively
and its "good food good life" center has been established to obtain
closer relationships with its customers.

Products: Bear brand sterilized milk, "Bear" and "Carnation" condensed
milk, powdered milk, Milo, nesVita, Nestle ice cream, juice, baby food,
and "Carnation" coconut-milk substitute. Nestle baby food products are
listed as GMO products by Greenpeace as it alleges they contain
genetically modified organisms (GMOs). In March, 2005, Nestlé (Thai) Co
introduced a coconut milk-like cream which it hopes to substitute for a
traditional basic ingredient in Thai cooking. The company is tapping the
demand for coconut milk or \"kati\", shunned in recent years by
health-conscious consumers due to its high cholesterol content. Apart
from Thailand, Carnation Ka-Ti will be exported to Malaysia in the
future.

The Carnation brand has a 54% share in the 500-million-Baht evaporated
milk market, followed by Foremost (34%), Bird Wing (7%). With the launch
of new product, the market share of Carnation is expected to rise to
57-58%. Consumption of evaporated milk peaked six years ago before
declining, however the market started to grow again over the past three
years. Last year, the market grew by around 9%.

## 

## 11) Ampol Food Processing Limited

Head Office: 392/56-57 Soi Prechapanich, Maharaj Rd., Pranakorn, Bangkok
10200

Tel: 66-2-2622-3434

Fax: 66-2-226-1829

E-mail: <apf@ampolfood.com>

Website: [http://www.ampolfood.com](http://www.ampolfood.com/)

Contact: Mr.Kiengsak Theppadungporn/ Managing Director

Mr.Suchart Vachirawittayakarn/ Factory Manager

Ms.Wanne Jaturachamroenchai/ R & D Manager

Products: UHT coconut cream, konjacku jelly, young rice milk

The company was founded by the Theppadungporn family in 1986. It
specializes in producing and distributing frozen fruit and vegetables.
Its well-known products are "Chao-Koh" coconut milk, coconut juice,
coconut nectar, V-fit rice milk, Pro-fit Job's tears drink, Fit-C juice.
Its major export markets include Japan, UK, German, Holland, Denmark,
and Spain with a total value over 1,000 million Baht.

**End of Report.**