CalX, recognised as Thailand’s pioneer in protein soda, aims to provide a healthier alternative to traditional sodas, appealing to a broad consumer base, according to Donggeom Yun, CEO and founder of CalX when speaking to Mini Me Insights at the recent THAIFEX ā Anuga Asia 2025.
Each 250ml can of CalXās protein soda contains 12g of whey isolate protein. While protein drinks with 30g of protein typically cater to fitness enthusiasts, CalXās lower protein content enhances its mass appeal, as protein is essential for everyone, regardless of workout habits.
Unlike traditional protein shakes, which are typically consumed post-workout, Yun describes CalX as a versatile productāperfect for refreshment, pairing with a meal, or even mixing with coffee, an approach embraced by many customers. Some even blend CalX with alcohol, with a high-end bar in Thailand incorporating it into their cocktail menu.
CalX is also set to unveil a groundbreaking product, a shelf-stable nighttime sleep protein shakeāthe first of its kind in Thailand. Designed for pre-sleep consumption, it supports muscle recovery, muscle building, and restful sleep with ingredients such as GABA, tart cherries, chamomile and zinc.
Over the past year, CalX has sold out more than six times, with online sales dominating its distribution. Over 90% of sales come from online platforms, with 70% attributed to live sales, including TikTok Shop.
