Joyday, the ice cream brand from the Chinese dairy major Yili, has been spotted in Thailand. Yili created the Joyday ice cream brand to target the Southeast Asia market. The dairy company first launched Joyday ice cream in Indonesia in 2019. In addition to its entry into Indonesia, Yili also bought Chomthana, Thailand’s largest ice cream and frozen food distributor known for its Cremo ice cream.
Yili is likely to use the dual strategy of promoting Chomthana’s products as well as rolling out its own Joyday in the Thai market.
The Joyday Crunchy Chocolate Blueberry Ice Cream is available at selected 7-Eleven outlets with a retail price of THB 30.