As global food markets shift toward health-conscious and sustainable options, the launch of O-right Tempeh Chips by CJ Foods in Thailand marks a significant moment in the evolution of the local snack industry. These new chips, made from tempeh—a fermented soybean food rich in protein—offer Thai consumers a plant-based alternative to traditional snacks, which are often high in unhealthy fats and additives.
Tempeh, originating from Indonesia, has long been recognized for its high nutritional value. With each bag of O-right Tempeh Chips containing 6 grams of plant-based protein, these snacks cater to a growing number of consumers seeking alternatives to animal-based proteins. In addition to the health benefits, the chips contain no artificial coloring or preservatives, making them an attractive choice for the health-conscious demographic.
The healthy snack market in Thailand has been on a steady rise, driven by a broader global trend towards plant-based and nutrient-dense foods. According to a report by Euromonitor International, the healthy snack market in Thailand is projected to grow at a compound annual growth rate (CAGR) of 9.9% between 2021 and 2025. This trend reflects changing consumer preferences, with younger generations showing a strong inclination toward healthier and more diverse snack options.
CJ Foods has tailored the O-right Tempeh Chips to fit the local palate, offering flavors such as K-BBQ and Kimchi that resonate with Thai consumers’ growing interest in Korean food. Thai consumers, particularly younger audiences, have embraced Korean culture, including K-pop and K-dramas, which has translated into a strong demand for Korean-inspired food products.
CJ Foods’ strategy for expanding its market reach is aggressive. After launching the chips on popular e-commerce platforms Shopee and Lazada, the company plans to distribute them in major supermarket chains like Tops and Big C. By the end of 2024, CJ Foods aims to have the O-right Tempeh Chips available in 7-Eleven stores nationwide, a move that would significantly increase the product’s visibility and accessibility.
The company is also leveraging social media platforms like TikTok, Facebook, and Instagram to engage with the younger generation of consumers. This marketing approach taps into Thailand’s rapidly growing digital economy, where social media influencers and online campaigns play a critical role in shaping consumer behavior.
CJ Foods’ entry into the Thai market began in 2023 through a joint venture with A-Best, a fruit and vegetable distribution company. Building on the success of its popular bibigo brand, which offers Korean-inspired food products like dumplings, kimchi, and seaweed, CJ Foods is positioning itself as a key player in Thailand’s burgeoning health food sector.
CJ Foods’ launch of O-right Tempeh Chips represents a bold move into Thailand’s growing healthy snack market. With a focus on plant-based protein, no artificial ingredients, and flavors tailored to local tastes, the product is well-positioned to attract health-conscious consumers, especially among younger generations. As the demand for healthier, more sustainable snacks continues to rise, CJ Foods is poised to establish itself as a leader in this evolving market.
