Malee Group Public Company Limited (MALEE), Thailand’s No.1 premium fruit juice brand, has announced its new corporate vision: “Beyond Fruit to Global Wellbeing.” The new vision aims to transform Malee into a full-fledged Global Wellbeing Company by 2028, combining juice expertise with scientific innovation to deliver products that promote Healthier & Happier lives.
Malee’s roadmap includes two core business pillars:
Brand Business
- Revamping brand image and product offerings to lead in health and wellness.
- Expanding its portfolio with 2–3 new products annually, including juices, coconut water (Malee Coco), canned fruits, and dairy products.
- Launching Malee Applied Science (MAS) to develop high-value innovations in food, supplements, and beauty using technologies like Agri Tech, Food Tech, Nano Tech, and Bio Tech.
Contract Manufacturing (CMG)
- Enhancing capabilities to offer comprehensive manufacturing solutions for products like plant-based milk, dairy milk, coconut beverages, tea, and coffee.
- Strengthening partnerships with global clients and promoting sustainable solutions in environment, society, and governance (ESG)
Malee anticipates robust growth in the health beverage sector, with a strategic focus on vegetable juices and coconut water. As part of its global expansion strategy, Malee will rebrand its core products to resonate with younger consumers and aims to increase international revenue to 55% of total sales, targeting key markets including China, the Middle East, Indonesia and South Korea.
