CP Foods Drives Global Appeal of “Sustainovation” at THAIFEX- Anuga Asia 2025
29 May 2025 – Charoen Pokphand Foods Public Company Limited (CP Foods), Thailand’s leading agro-industrial and food conglomerate with operations in 17 countries, is taking center stage at THAIFEX-Anuga Asia 2025, held at IMPACT Muang Thong Thani from May 27-31. Under the theme “KITCHEN OF THE WORLD: QUALITY THROUGH SUSTAINOVATION.”
CP Foods highlights its commitment to delivering convenient, high-quality, and sustainable food innovations that align with the evolving preferences of global consumers. The company also points to the growing demand for its flagship brands—Authentic Asia, Kitchen Joy, and MEAT ZERO—in international markets, particularly across the European Union, where consumers are embracing sustainable and premium-quality food choices.
Ekpiya Ua-wutthikrerk, President of CPF Food Network Co., Ltd., a subsidiary of CP Foods, emphasized the company’s strategic focus on expanding its global presence through its signature brands Authentic Asia and Kitchen Joy. These brands have garnered widespread acclaim for capturing the essence of Asian cuisine with products tailored to international tastes.
Authentic Asia has made a strong impression in global markets through leading retailers like Costco and Tesco. Popular menu highlights include Japanese Tatsutaage, Korean Honey Lemon Chicken, and distinctly Thai options such as Tom Yum Fried Chicken and Hat Yai Fried Chicken.
Kitchen Joy appeals to younger, convenience-seeking consumers across Europe. Known for its vibrant Cube packaging, the brand offers a diverse lineup of fusion meals grouped into three distinctive categories: bold and spicy Thai dishes, aromatic Indian-inspired recipes, and wholesome vegetarian options. This culinary variety delivers both excitement and convenience. Kitchen Joy has gained strong popularity across the continent, especially in Scandinavia, and has successfully entered key markets such as the UK and Italy, demonstrating the growing international appetite for flavorful, easy-to-enjoy meals.
CP Foods is also expanding its footprint in the global plant-based sector through its pioneering MEAT ZERO line. Flagship products like the Mango Sticky Rice Spring Rolls have found a loyal following in both European and Asian markets, reflecting the company’s ability to balance innovation with tradition. “CP Foods is committed to developing food innovations that respond to changing consumer lifestyles—offering quality, accessibility, and sustainability in every bite,” Mr. Ekpiya stated.
A highlight of CP Foods’ THAIFEX 2025 showcase is the acclaimed “Thai Chicken to Space” initiative. This historic achievement saw CP chicken products pass NASA’s stringent space food standards, reinforcing the company’s dedication to excellence in food safety and quality. At the CPF booth, visitors can enjoy space-themed experiences such as astronaut mascots distributing Thai Basil Chicken Breast samples and interactive photo zones like the cosmic tunnel.
Adding to its achievements, CP Foods was honored at the THAIFEX-Anuga Taste Innovation Show 2025 for its groundbreaking Bucher Soup-Filled Sausage, which features a rich pork bone broth core for an unexpectedly indulgent bite. Other globally awarded innovations include the Emperor Shrimp Wonton and MEAT ZERO’s Plant-Based Nuggets, both recognized by the International Taste Institute for superior taste and quality.
International buyers, food professionals, and media are invited to explore CP Foods’ world-class products at Booth 2-U01, Challenger Hall 2, IMPACT Muang Thong Thani.
