Behind the transformation of Thailand’s food and beverage industry onto the global stage is not only business momentum, but also differentiation, whose origin lies in the energy of people who dare to think differently and act boldly, with innovation at the core. This belief has always been central to TCP Group, the manufacturer and distributor of Kratingdaeng (Red Bull), Ready, Som Plus, Sponsor, and many more. The Group is committed to embedding innovation across all levels of the organization, from research and development, where new ideas begin, to marketing, which bridges consumer demand with product innovation and scales these ideas into production. Each role may be distinct, but every process is fueled by the people of TCP Group who believe that innovation is the true driver of success.

“R&D serves as a bridge between the Marketing Department and back-end processes to bring products to market. Our key role is to translate consumer needs into tangible innovation. We listen to consumers’ pain points and transform them into new products through science and technology,” said Miss Manapach Dechavut, R&D Executive Manager - New Products and Technical Science, TCP Group. She highlighted the power of innovative-driven workflows with an example. “Many years ago, I had the opportunity to take part in the R&D efforts that resulted in BESTURAL, a product born from the TCP Incubator program, which encourages employees to form teams and propose ideas never before seen in Thailand. We started with a clear goal, to develop a product outside the beverage category. At the time, dietary supplements were trending, and we discovered that consumers wanted easy-to-consume collagen. The challenge was delivering a concentrated formula that still tasted great. The answer became a collagen gummy, a format that, at that time, had never been launched in Thailand. This taught us the importance of thinking outside the box as a vital step toward creating market differentiation.”

Mr. Supakit Lamyai, Marketing Executive Manager - New Business, TCP Group, and a co-developer of the product, added, “True innovation must address consumer pain points directly. The key lies in understanding consumer behavior and using that insight to develop products. BESTURAL clearly reflects how dietary supplement innovation can be matched with real market demand. The strength of the TCP Incubator process is its start-up style: fast, agile, and decisive. If something doesn’t work, we pivot quickly, following the principle of ‘Fail Cheap, Learn Fast,’ which allows the team to learn from mistakes and keep improving. BESTURAL was created to solve the pain point of consumers frustrated by supplement powders or oversized tablets that felt like taking medicine. The gummy format delivers health benefits in a delicious way, turning supplement intake into a moment of joy. The innovation didn’t stop at launch. We expanded through collaboration with Japan’s leading supplement and vitamin brand, DHC. This business matching combined expertise from both sides, resulting in BESTURAL × DHC. Most recently, we introduced new sugar-free formulas aligned with health and sustainability trends, while adding variety with flavors like Yuzu and Kyoho grape. This reflects our ability to redefine innovation by blending marketing insight with breakthrough product development.”

If creative ideas are the starting point of innovation, TCP Group’s industrial and production operations can be seen as the “back-end engine” that turns those ideas into high-quality products for consumers. Mr. Aphichat Boonruangthaworn, Engineering, Safety and Sustainability Director, TCP Group, shared his experience from three years overseeing engineering, safety, and sustainability at the Prachinburi plant. “I see innovation in two dimensions: technology development and shifting the team’s mindset. Instead of only fixing problems after breakdowns, we now ask, ‘How can we improve this further?’ One example is our AI system for machine control to reduce energy use, developed in-house rather than relying on off-the-shelf software that often doesn’t fit our needs. The result is a solution we can continue to expand ourselves. Once successful, it means the factory no longer needs to purchase overseas software. To me, the most important outcome is building team confidence, enabling them to apply their skills across projects.”

Beyond internal development, TCP Group has also signed a collaboration agreement with the National Astronomical Research Institute of Thailand (NARIT) to leverage advanced astronomical innovation for industrial and production applications. “NARIT has strong expertise in telescope development for space observation, and this knowledge can be applied to industry and manufacture. Through our exchange, we have developed, for example, a high-precision machining prototype and image analysis technologies adapted from telescope systems to detect product defects invisible to the human eye. The project has already achieved 80% progress and is now preparing for practical implementation,” added Mr. Aphichat Boonruangthaworn.

Another milestone in integrating innovation into production is TCP Group’s adoption of smart manufacturing systems to raise efficiency. In partnership with REPCO NEX, a subsidiary of SCG Chemicals (SCGC), TCP Group has introduced real-time production monitoring, enabled by data analytics for predictive maintenance, and systemized practices to optimize productivity, product quality, cost, and energy. The result is consistent, high-quality products that meet exacting standards, the very foundation for building long-term trust with consumers.

“Much like innovation, success begins with our people,” said Mr. Saravoot Yoovidhya, Chief Executive Officer of TCP Group. “We place people at the heart of TCP Group because becoming a truly innovative organization starts with instilling an innovation-driven mindset within all our people. We are committed to creating an environment where employees can learn and apply technology to its full potential, from enhancing production through smart manufacturing, to extending creative ideas through innovation projects, to knowledge-sharing with leading innovation partners. These initiatives reinforce our belief that energizing our people with innovation is the critical first step toward building sustainable growth.”

Innovation is a driving force that cuts across every part of the organization. The results go beyond high-quality products; they enable TCP Group to continuously deliver offerings that meet evolving consumer trends. This spirit of innovation has become central to the company, serving as the catalyst to reimagine and elevate Thailand’s food and beverage industry.