TCP Group gears up for H2 competition in functional drinks market with 'Mansome' and 'Hi! X DHC', targeting 90-billion-baht annual sales within 3 years

TCP Group, the manufacturer and distributor of Kratingdaeng (Red Bull), Ready, Som Plus, Sponsor, Mansome, Mansome Vitamin Water, Hi!, Puriku, SunSnack, and Warrior, is cementing its position as Thailand’s leading beverage manufacturer, with its plan to continuously grow the Functional Drinks market. The group will be launching new products under the brands ‘Mansome’ and ‘Hi! X DHC’ throughout the second  half of 2022. This will meet the trends of the new generation of consumers who are always health-conscious. The plan is in line with part of TCP Group’s new purpose in ‘Fulfilling – Energizing our brand’ through continuous innovation, which is expected to contribute to strong business growth with 90 billion baht in annual sales within three years.

Prapaipak Weigl, Global Marketing Director (F&B) TCP Group, said: “TCP Group, as the ‘House of Great Brands’, is introducing a variety of beverages to meet consumers’ different needs. The products in the Functional Drinks group will play a key role in driving our growth in Thailand. This segment has grown more than 30% compared to the previous year since they also attract consumers with high purchasing power who are looking for new beverages that suit today’s lifestyles.”

TCP Group will continue to develop new products to penetrate and refresh the Functional Drinks market with several new product launches in the second half of the year, in line with the ‘Fulfilling - Energizing our brand’ strategy, through the following main products:

• Mansome – the functional drink, which has been a leading beverage for men for over 10 years, supporting masculinity for men of different styles. The drink’s updated positioning is geared towards the Gentlemen Generation, who are health-conscious, good-looking and care for the earth. This will be achieved by:
  • New, updated packaging and label, featuring the letter M, which represents Mansome, the new generation of gentlemen (masculine in their own way)
  • Eco-friendly packaging – both PET and aluminum bottles. Mansome was the first brand of the many products in the TCP Group to start using sustainable packaging, aligned with the strategy to energize our environment (Caring).
  • Keeping up with current trends by choosing up-and-coming teen musicians Narakorn Issarawarangkul (Pors) and Ratchanon Worakitpaiboon (Mangkorn), the young men from the highly popular Yes Indeed Band as presenters to reach the target group.
  • A consultant for teens who can provide advice that leads to positive attitudes, good looks and confidence, Nanake Kathsepsawad Palakawong Na Ayuthaya, in the show ‘Let me teach you something’ (Ya Ha Wa Na Sorn) via his YouTube channel
  • New product launch from Mansome in September.
• Mansome Vitamin Water – vitamin-enriched water to promote good health for working age men. Each bottle is filled with vitamins and beneficial nutrients to meet consumers’ needs, with no sugar or calories.
  • Continuing to utilize the ‘home-stocking’ strategy – a household drink in the refrigerator for everyone to drink every day to stay healthy.
  • Launching two new products with premium ingredients for specific targets this year.
  • Marketing activities with men’s apparel brand GQ, promoting good looks in your own way.

• Hi! X DHC – premium vitamin C shot drink from DHC, the number one supplement brand from Japan[1], which helps boost the immune system daily.
  • Achieving the No.2 spot in the market, following consumer behavior looking for quality vitamin drinks with real benefits for good health to strengthen the commitment to become the leading healthy, daily drink for consumers.
  • Choosing a presenter who truly knows Japan, Ryota Ohmi, a young Japanese influencer, to represent the Japanese element.
  • Launching two formulas of high-quality premium vitamin C shot drink in September.

“Apart from Mansome and Hi! X DHC, TCP Group is also preparing to launch several new products in the Energy Drinks category as well as the Functional Drinks sector. The goal is to have our products in consumers’ everyday lives and strengthen the lineup of beverages under the House of Great Brands portfolio. We are very confident that the new products will help drive revenue for the group to the sales target of 90 billion baht per year within three years,” Khun Prapaipak added.

[1][1]Source from H.B.Foods Marketing Handbook 2021 Vol.2", Fuji Keizai