Qfresh, Thailand’s leading frozen seafood brand under Thai Union Group, marks its 8th anniversary with an ambitious growth plan. The company aims to reach THB 500 million in sales by 2028, up from THB 300 million, by leveraging strategic campaigns, product innovation, and expanded customer engagement.
Thai Union, a global leader in sustainable seafood with over 40 years of industry expertise, launched Qfresh to deliver high-quality, accessible seafood to Thai consumers.
In 2024, Thai Union’s frozen seafood business portfolio consists of four main categories:
- Shrimp – 59%
- Salmon and Seabass – 21%
- Ready-to-Eat Frozen Meals – 18%
- Seafood Snacks – 2%
The business operates both as an OEM (Private Label) and under its own brand, Qfresh. Currently, Qfresh’s frozen seafood product mix includes:
- Shrimp – 42%
- Other seafood (salmon, seabass, hamachi, scallops) – 58%
Growth strategy highlights:
- Customer Centricity: Product development driven by consumer insights and market research.
- Segment Expansion: Targeting younger demographics via digital and e-commerce, especially in high-growth provincial areas.
- Strategic Partnerships & Co-Innovation: Collaborating with premium restaurants to create trend-driven menus, including Chef’s Table and fine dining experiences.
With the resurgence of street food culture, Qfresh is also focusing on ready-to-cook, value-added products that cater to modern lifestyles—quick, convenient, and flavorful.
To commemorate its 8th year, Qfresh launched the “Sealebration” marketing campaign, valued at over THB 3 million. Running from September 1 to November 30, 2025, the campaign offers promotions, exclusive deals, and prize giveaways.
The celebration culminates in a special event, “8th Birthday Sealebration”, on August 26, 2025, at Eden 1, CentralWorld. Highlights include:
- A live concert by popular artist LYKN
- Signature dishes from 8 premium street food restaurants
- Interactive activities and consumer engagement
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