Thai Wah, a prominent supplier of starch and noodles to manufacturers, is expanding its focus from B2B to retail. The company is poised to launch new instant noodles and baking premixes tailored to meet the demand for convenience and health-oriented products across Asia-Pacific (APAC). With decades of expertise in modified starch, Thai Wah’s venture into the B2C space is a calculated step towards capturing a more substantial share of the consumer market, driven by the rising demand for quick, health-focused meal solutions.
Thai Wah’s brand “Double Dragon” already offers ready-to-cook noodles in markets like Thailand and Singapore, but the company plans to broaden its reach by introducing four instant noodle flavours across more APAC regions: Thai tom yum kung, Thai boat noodles, Vietnamese pho, and Chinese mala. These flavours, tailored to local tastes, were recently showcased at Fi Asia Indonesia, signalling the company’s intent to expand further into Vietnam, China, and eventually, India and the Philippines. For Thai Wah, this marks a pivotal point in leveraging localised flavours to drive consumer interest.
Market Trends
Trend 1: Consumer Shift Towards Convenience and Health-Oriented ProductsConsumers in APAC are increasingly prioritising convenience and healthier food options. Thai Wah’s instant noodle line and ready-to-cook kits align with this trend, meeting the demand for products that deliver traditional flavours with added nutritional benefits. In addition to instant noodles, Thai Wah’s meal kits, like dry noodles with flavour pastes for dishes such as pad thai and tom yum, cater to consumers’ desire for quick, authentic meals that can be customised with fresh ingredients.
Trend 2: Rising Demand for Functional Foods and Specialised Dietary OptionsThai Wah’s innovation in modified starch is central to their strategy, enabling the production of functional, health-driven options such as high-fibre, gluten-free, and high-protein bakery premixes and noodles. As consumer interest shifts towards high-protein, low-carb, and low-glycemic index foods, the company sees an opportunity to utilise starch modification techniques to create products that meet these dietary preferences. Dr Soracom Chardwiriyapreecha, Thai Wah’s senior manager of technical service and development, highlights that modified starch allows the company to maintain desirable textures while catering to diverse dietary needs in both the bakery and noodle segments.
Strategic Action
1. Launch Health-Oriented Instant Noodles for Localised MarketsTo successfully tap into the growing demand for health-oriented convenience foods, Thai Wah should:
Product Differentiation: Develop and market instant noodles with region-specific flavours, while highlighting health benefits such as low carb or high fibre.
Market Entry Strategy: Roll out products in key APAC markets, starting with Thailand and Singapore, followed by strategic launches in Vietnam, China, India, and the Philippines. Leveraging regional trade events, such as Fi Asia, can bolster brand visibility.
Consumer Engagement: Utilise localised branding and targeted marketing campaigns to resonate with regional tastes, ensuring the product appeals to consumers prioritising health without compromising on flavour.
This strategy positions Thai Wah’s instant noodles as an innovative, convenient solution that merges authentic flavours with health benefits, capturing market share in the growing APAC convenience food sector.
2. Expand Functional Bakery Premixes with Modified StarchThai Wah’s expertise in modified starch offers a competitive advantage in the bakery premix sector. To effectively enter the B2C market, Thai Wah should:
Product Development: Create premixes that offer functional benefits, such as high-protein, low-glycemic index, or gluten-free options, catering to health-conscious consumers.
Retail Partnerships: Partner with regional retailers to introduce premixes under a recognisable brand, targeting urban consumers seeking convenience without compromising on health.
Consumer Education: Conduct campaigns to inform consumers about the nutritional advantages of modified starch in bakery products, building brand recognition and trust.
With this approach, Thai Wah can establish itself as a key player in the functional foods market, appealing to consumers seeking health benefits alongside traditional culinary experiences.
3. Balance B2B and B2C Market PresenceWhile moving into the B2C sector, Thai Wah aims to avoid conflicts with B2B clients. To maintain a balanced market presence:
Client Communication: Open channels with existing B2B partners to discuss the benefits of a consumer-facing line, ensuring transparency and mutual support.
Strategic Partnerships: Foster collaborations that support both B2B and B2C channels, offering shared promotional opportunities that benefit all stakeholders.
By strategically entering the B2C market while nurturing B2B relationships, Thai Wah can diversify revenue streams without alienating core business clients. This balanced approach reinforces the company’s brand across multiple segments, leveraging modified starch expertise to drive innovation and growth.
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