Due to the competitive expansion in Thailand Ready To Drink business, the market has been extremely developed in terms of product variances and target markets; from sugar free or low sugar tea for health conscious consumers to the tasty tea for Thai mass market. And recently; ICHITAN releases fully fun flavor tea ; ICHITAN Chew Chew ; fruit tea fully filled with chewy coconut jelly…both tea and jelly in one drink, 410 ML with a price of 16 Baht.
Khun Tan Passakornnatee, President & CEO of ICHITAN Group Public Company Limited revealed that "Market trend for coconut jelly drinks have significantly , while teenage consumers are having more influence on market direction. These are considered as the business opportunity that ICHITAN must seize. As such, Chew Chew targets consumers aged 15-25 years, which will expand ICHITAN's product line and cover every segment of consumer from health conscious, flavor enjoyers, to teenagers who love to explore new experiences.
Chew Chew has been launched across the country since last July, through both modern trade channel and traditional trade channel. Investing over 40 million Baht, the company will proceed full scale communication including traditional Medias, online Medias, out of home Medias, and supporting events. Moreover, Ichitan has also selected a teenage idol Wongravee Nateetorn or Sky from the well-known series 'Hormones season 3' as a presenter to communicate with the new generation, especially those aged 12-15 years who are more likely to enjoy having fun and new experiences.
ICHITAN expects that Chew Chew's sales will reach 250 million Baht in the last two quarters of this year and will be an important factor that will help boost the growth up to 10% in the last quarter.