Taokaenoi has recently entered into the flavoured konjac snack market in Thailand. Selling under the Super Groob label, the crunchy konjac snacks are in three flavours: Super Groob Squid (Mala & Nori Seaweed), Super Groob Shrimp (Mala Original) and Super Groob (Mala & Nori Seaweed).
Spicy konjac snacks, already popular in China, are gaining traction in Southeast Asia, prompting local players in Southeast Asia to launch their own brands, primarily through OEM partnerships with Chinese manufacturers.
Southeast Asian players such as Sunsu (under the Muek Groob brand in Thailand) and Taokaenoi (Super Groob) hold a competitive advantage, as they can readily leverage their established distribution networks and brand recognition to expand both market reach and consumer base. Local players benefit from a deep understanding of their consumers, enabling them to succeed through tailored marketing strategies and packaging designed specifically for domestic markets.
In Taokaenoi’s case, the company selected Gen Z idol Jenny (Metika Jeeranoraphat) as its brand ambassador, embodying the product’s fun, mischievous and edgy personality.
Sunsu, meanwhile, transforms its distinctive packaging into playful characters, using design as a storytelling tool to engage consumers and differentiate itself in the competitive konjac snack market.
Taokaenoi’s Super Groob highlights a superior taste profile—tastier, crunchier, and more flavourful—crafted with a distinctive spicy mala recipe paired with Taokaenoi seaweed. The product is also free from cholesterol and fat, while being low in sodium and calories, making it an appealing choice for health‑conscious consumers.
Speed is critical in the konjac snack market, as the faster a brand can introduce consumers to its taste, the greater its ability to shape consumer perception and set the standard.
