THAILAND: San Miguel plans juice assault

By | 20 October 2006

San Miguel Corp. has outlined ambitious plans for its fruit juice business in South-East Asia, according to local reports.

The Bangkok Post today (20 October) cited Jose Daniel Javier, vice president and general director for the company's non-alcohol international business, as saying that San Miguel will focus on fruit juice in South China, Thailand, Indonesia and Vietnam. The company has recently begun fruit juice production at its new facility in Thailand.

The company plans to introduce new fruit juice products made in the factory in Rayong next year, the paper said. This week, it will start to market Berri, the fruit juice brand that the company took over from National Food in Australia in January.

"We will use Berri as a regional food brand in four countries, including China, Thailand, Vietnam and Indonesia," Javier told the paper. "We chose to expand our fruit juice business to Thailand as the first country because we see that Thailand's market is a very good opportunity, the premium fruit juice market is a growing segment and Thai people are more health-conscious," he added.

Berri, a 100% fruit juice, will challenge the Thai brands Tipco and Malee, the Bangkok Post said. The price of a one-litre bottle will be THB85 (US$2.28), slightly higher than Tipco and Malee.

The company hopes to become one of the top five premium fruit juice brands in Thailand within five years. San Miguel also plans to expand into carbonated drinks, sports drinks, dairy products and drinking water in the near future, the paper added.

Sectors: Soft drinks

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