Thailand’s Taokaenoi Food & Marketing PCL has expanded its Super Groob konjac snack range with a new Mala Grilled Squid flavour, building on the brand’s existing range of spicy, seafood-inspired konjac snacks.
The new variant combines the numbing heat of mala with grilled squid flavour, continuing Super Groob’s use of bold, savoury flavours to make konjac relevant to conventional snacking occasions. The brand promotes the launch around an increasingly intense spicy sensation, while the pack features squid imagery and prominent chilli cues.
The launch builds on existing Super Groob products including Original Mala Shrimp Shape Konjac Snack and Mala and Nori Seaweed Shrimp Shape Konjac Snack. The range has also extended the mala proposition into a squid-shaped format with Mala and Nori Seaweed Squid Shape Konjac Snack.
Konjac snacks are an emerging category to watch in Thailand. Inspired by snacking trends that have gained momentum in China, the format is becoming more visible in the Thai market, with brands increasingly adapting it to local tastes.
