Thai Preserved Food Factory is investing Bt10 million on reinforcing its position as leader in the dehydrated soup market.
The company, manufacturer and distributor of instant and dried noodles under the brand of Wai-Wai and Quick Formula, said yesterday that it wanted to directly focus on its target group.
Managing director Benyapha Prinnarat said the company has been receiving good feedback after it launched dehydrated pork and chicken flavoured soup powder under the "Rod Dee" brand at the beginning of this year.
In response to a higher demand, she said, the firm has added two new flavours - spicy soup with lemon and spicy soup - to its list of dehydrated soup products in the second half of this year.
The company plans to penetrate the low-income market by setting up booths at open markets as well as making its products available at retail and wholesale stores nationwide.
Rod Dee currently holds 62 per cent of the dehydrated soup market, which is known to grow 30 per cent annually. Currently, the total dehydrated soup market accounts for Bt5 billion.
Benyapha said the company expects Rod Dee's market share to be boosted by 5 per cent this year, and by up to 10 per cent next year.
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