Sappe Public Company Limited participated in THAIFEX – Anuga Asia 2024 and introduced new innovative and healthy products for the local and international markets.
Sappe unveiled sugar-free Keaf Floral Sparkling Drinks in three variants to tap into the mood-enhancement beverage space. Keaf Floral Sparkling Drinks, aimed at the export market, are available in the following flavours:
- Relaxing Mood – Melon, Chamomile and Black Tea Flavour
- Day Dreamer – Lychee and Elderflower Flavour
- Romantic Date Night – Mixed Berries and Rose Flavour
Sappe launched CBD water products (vitamin B complex and chamomile) under the Keaf line in 2023 and the Keaf Sparkling Kombucha drink in 2019. The evolution of Keaf is a microcosm of the shift in beverage innovations over time.
In 2023, TC Pharmaceutical Industries launched the floral soda Planett in Thailand, which brings the natural aroma of flowers and combines it with fizzy refreshments.
Sappe also showcased reduced-sugar Mogu Mogu and the zero-sugar Mogu Mogu to offer consumers, especially overseas customers, a healthier choice. Mogu Mogu is making waves overseas, and a better-for-you option will fuel its acceptance in foreign markets.
The new sugar-free Mogu Mogu candy, with Vietnam as the initial market, offers consumers another convenient way to engage with the Mogu Mogu brand, not in the form of a drink but in the candy format. Having Mogu Mogu in the candy format will deepen the brand’s connection with local consumers.
Interestingly, Sappe added pretzels, a food product, into its Mogu Mogu line. The pretzel snack is coated in flavours like Strawberry, Melon and Grape. Mogu Mogu Pretzel is likely for the export market. In the first quarter of 2024, Sappe derived 3% of its revenue from selling healthy snacks.
The company also showcased Maxtive Turbo Boost (25g), a functional jelly product made with real Hom Thong bananas. This jelly, which contains BCAA (500mg), creative (500mg) and potassium (50mg), is designed to support pre- and post-workout needs. We are seeing local Thai companies harness the ubiquitous banana to create functional products.
For the domestic Thai market, Sappe unveiled instant black coffee with orange powder with no added sugar under the Preaw Coffee brand to tap into the citrus-flavoured coffee trend. This coffee contains garcinia extract and chromium amino acid chelate. Sappe’s Preaw Coffee is renowned as a wellness and weight-control brand. Joining the new launch is the instant black coffee with chromium and L-carnitine (no added sugar).
