| Greenday: Healthier Chips Inspiring 'Snack-Happy' Consumers | |||
| UPDATE : 22 June 2010 | |||
Greenday successfully made its name in the highly competitive Thai snack market late last year after launching its crispy, vacuum-fried broccoli snack. Peerapong Vongchitpinyo, Greenday's marketing manager, says the launch of the broccoli chips helped to increase sales of the company's fruit-flavored chips, produced under the same brandname, which were already available on the market. Greenday first launched its fruit chips among a limited number of high-end stores in 2006, including banana, durian, pineapple and durian-flavored versions of the snack. The company hoped that its range of chips, produced using a unique vacuum-frying system, would challenge the deep-fried chips already available on the market.
Peerapong says that the use of vacuum-frying technology results in a lower level of oil retention than found in deep-fried chips. He says Greenday's chips only contain about 2% oil, while deep-fried chips can contain up to 15%. The company is producing healthy snacks to serve the needs of young career women and housewives, who may enjoy eating snacks, but wish to control their nutritional and calorie intakes, according to Peerapong. The recipes used by the company aim to provide a natural flavor and no seasonings or preservatives are used apart from a limited amount of salt to enhance the taste of the broccoli chips, Peerapong says. All fruits and vegetables used as ingredients to produce the chips are sourced from around the country through contract farms and local fruit markets, according to Peerapong. Market Expansion “The broccoli chips have successfully caught the attention of our target customers. Along with our marketing promotion efforts, this has generated an increase in interest in our other vacuum-fried chip products among this group,” Peerapong says, adding that Greenday had also opted to launch other new flavors of vacuum-fried chips over recent months, including jackfruit, mango and okra.
Robust Demand Overseas Peerapong says that Greenday currently exports up to 65% of its total production, with the remainder being used to satisfy local demand. While the company began exporting its chips about one year before launching in the local market, Peerapong says the company now plans to focus on developing the products locally in a bid to raise domestic sales. The company is also planning to launch other products under other brand names in order to expand its target groups, Peerapong says, adding that the flavors of any new fruit chips would be aimed at attracting teenagers and young adults. Greenday is already targeting high-income earners over the longer-term through its plans to offer healthier, vacuum-fried organic fruit chips, Peerapong says. Meanwhile, Greenday's fruit chips would soon be available at leading supermarkets and megastore outlets nationwide, according to Peerapong. | |||
วันเสาร์ที่ 26 มิถุนายน พ.ศ. 2553
Greenday: Healthier Chips Inspiring 'Snack-Happy' Consumers
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