Thai canned seafood player Kuang Pei San Food Products Public Co., Ltd. operating under the brand Pumpui (aka Smiling Fish) has recently unveiled a bold product diversification strategy including introducing an array of innovative recipes such as cockles, chicken and chili paste, according to a report by Prachachat.net. This move targets an expanded customer base—including families, tourists and Thai restaurants overseas. The brand also spotlighting flexible consumption opportunities like snacking and noodle toppings as well as underscoring key health benefits, featuring high protein and preservative-free ingredient.
According to Pumpui, consumers increasingly perceive canned food as a versatile meal option fit for various occasions—whether enjoyed as snacks, rice or noodle toppings, or ingredients in other dishes—moving beyond its traditional role as emergency food. This evolving perception aligns with the needs of busy, on-the-go urban consumers, despite lingering misconceptions around the healthiness of canned products.
Another hurdle facing the Thai canned fish market is intense price competition. Since 2024, foreign brands—particularly from China—have penetrated the market, prioritising affordability over quality, especially in provincial regions.
Emerging international markets—such as the Middle East—are presenting fresh opportunities for Thai food exports. A rising global interest in Thai culture and cuisine is evident, with increasing numbers of tourists visiting Thailand, including a notable surge from countries like Saudi Arabia.
Pum Pui’s initial launch of seven new products will include both fish and seasoned clam options. This range caters to diverse palates and needs:
- Teriyaki Mackerel targets children and those who prefer non-spicy flavours, filling a market gap.
- Fried Sardines in Sambal Sauce is for lovers of intensely spicy food, a growing segment seen with the popularity of Korean noodles.
- Seasoned Cockles aims at the large market of cockle enthusiasts concerned about hygiene, a currently unmet need in ready-to-eat formats.
- Other offerings include Fried Fish with Herbs (Lui Suan style), Mackerel Choo Chee, Dried Tai Pla (Fish Kidney Curry) and Jaew Bong.
These new products are expected to hit various retail channels, beginning with convenience stores in July-August 2025.
Additionally, Pumpui will offer a range of ready-to-eat chicken and egg-based meals (eg Green Curry Chicken, Pork and Egg Stew, stir-fried holy basil with chicken) and prepared soup bases (eg Green Curry, Southern Sour Curry, Coconut Milk Noodles) in retort pouches, slated for distribution in various Asian and European countries.
Ms. Kulket Tohtubtiang, Chief Operating Officer, explained that Pumpui’s marketing will focus on encouraging product consumption across various occasions—from instant noodle pairings to travel snacks and camping meals. The goal is to highlight product versatility and health benefits like being preservative-free (due to aseptic packaging), high in protein and featuring reduced sugar and sodium formulas.
