TCP Group collaborates with DHC to introduce ‘Hi! x DHC’ 200% vitamin C shot drink with high-quality, Japanese brand vitamins for health-conscious consumers

17 November 2021
  • The cooperation highlights TCP Group’s expertise as a leader in the F&B industry and DHC’s strength as the No. 1 best-selling supplement brand in Japan, bringing the best of both companies together by creating great health solutions for Thai customers
  • Hi! X DHC responds to health-conscious consumers with high-quality vitamins that contribute to boosting daily immunity at an affordable price of 15 baht
  • Introduction of new products reaffirms TCP Group’s leadership position as ‘House of Great Brands’ and the company’s mission to innovate a variety of great quality beverages for Thais

TCP Group is partnering with DHC, the No. 1 best-selling supplement brand in Japan, to launch ‘Hi! x DHC’ in the Thai market – an exciting 200% vitamin C shot drink with high-quality, Japanese brand vitamins that contribute to strengthening immunity and brightening up your skin at an affordable price of 15 baht. There are three exciting flavors: Mixed Berry, Yuzu Orange, and Setouchi Lemon. This first-of-its-kind collaboration reflects TCP Group’s and DHC’s mission to go above and beyond to offer high-quality products to consumers.

Ms. Prapaipak Weigl, Global Marketing Division Director (F&B), TCP Group, said: “Since the COVID-19 pandemic began, consumers have become more health conscious and shift their healthcare behaviors to prevention. To reach our goal of becoming a “House of Great Brands”, we focus on answering evolving consumer needs by continuously innovating and developing new products. By partnering with DHC, Japan’s internationally trusted, No.1 supplement brand, we are offering consumers the perfect choice of great taste and high-quality vitamins at an affordable price. We are confident that, ‘Hi! X DHC’ will fuel our growth as well as further strengthen our position as one of the top three brands in the segment and grow by 50% next year.”

Mr. Gary Gauntt, International Market Development Department Executive Director, DHC, said: “We are thrilled to collaborate with TCP Group, which is one of Asia’s strongest beverage companies. TCP Group is renowned for its deep understanding of Thai consumers and strong presence in the market. DHC is a brand that Thai consumers know as Japan's leader in supplement products with, No.1 in sales volume. We understand that today’s consumers are health-conscious and like to incorporate healthy habits to their lives, which is why we have worked together with TCP Group to create high-quality products with best quality vitamin C in ‘Hi! X DHC’ to complement consumers’ healthy lifestyles.”

Successful launch in response to consumer behavior

Hi! was launched in May 2020 as a 200% vitamin C shot drink with real fruit juice, guaranteed to have world-class taste by the International Taste & Quality Institute (iTQi) in Brussels, Belgium. The upgraded Hi! x DHC formula certifies the use of exceptional ingredients with high-quality vitamins. It is set to be the healthy beverage of choice on any occasion for everyone, especially health-conscious consumers aged 18 to 35 years old. TCP’s Research and Development team ensures that all vital vitamins and nutrients are safely stored in quality packaging that has passed quality control and follows an excellent manufacturing process certified by Good Manufacturing Practice (GMP) and Hazard Analysis Critical Control Point (HACCP).

Engaging the new generation with a series of integrated digital activities

TCP Group will launch ‘Hi! x DHC’ with integrated marketing and communication activities, starting with the launch of a TV commercial, online advertising, and influencers.

Hi! x DHC is available at Supermarket, Convenience stores and leading stores and provision stores.

For more information on Hi! x DHC and the TCP Group, please visit www.tcp.com.

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