Central Food Retail invests 30 million baht in upgrading Own Brand products by launching My Choice Thai with the target of 30% growth.

General Press Releases Tuesday May 20, 2014 13:44
Bangkok--20 May--Poly Plus PR

Central Food Retail Co., Ltd., one of Thailand's leading retailers, pushed forward with Own Brand products. The company invested over 30 million baht in their Own Brand range; adding 3,000 more products and launching "My Choice Thai." As the highlight of the showcase, products under My Choice Thai include the best of OTOP from across Thailand with foreigners as the main target. Over 25% growth or 2 billion baht increase in sales is expected compared to last year.

Mr. Nick Reitmeier, Vice President – Buying, Own Brands & Premium Format Development – of Central Food Retail Co., Ltd., said, Consumers turned their attention to purchasing Own Brand products because it satisfies all aspects of consumers' utility (i.e. quality and price worthy), resulting in the enhancement of Own Brand products, which were developed with the heart of product quality by giving priority to a selection of premium quality products from all over the world, earning ISO certification for efficiency and effectiveness of a company's operations, paying attention to the detail of the packaging design to reflect consumers' lifestyle. Our company has the average growth rate of these products at 25 – 30% annually, and the market share of approximately 7% with the growth rate of over 25% last year OR closing a sale at 1,600 million baht.

“The company has invested over 30 million baht this year and features more than 250 SKUs of My Choice Thai star products already. Products have been selected from quality OTOP manufacturers, representing the best each province has to offer; and have been divided into two groups: 100 SKUs of snack foods and 150 SKUs of spa products. My Choice Thai Spa has five different collections: Hair Care, Moisturizer, Cleansing, Massage and Aromatherapy. These products make for a great souvenir and we plan to expand into international markets both in Asia and Europe."

Mr. Reitmeier also mentioned that the company is now offering “Special Price and Product Tasting" promotion that offers a 10% discount for My Choice Thai products available in EaThai at Central Embassy until May 27, 2014.

Additionally, the company is focused on developing new and quality products for its Own Brand to meet the needs of customers.
Cooking for Fun 250 SKUs: Cooking for Fun range of the finest quality ingredients gives you restaurant quality meals at home.
My Choice 600 SKUs: Superior quality products made with state-of-the-art technology
Tops 1,300 SKUs: Export products of better or equal quality than leading brands in Thailand sourced from the best manufacturers and growers
Love the Value 170 SKUs: Save more on daily essentials with Love the Value! We offer the right quality at the right price to give our customers great value and satisfaction.
Smarter starting out with 60 SKUs: Goods such as tissues, trash bags, etc. By Q2 of this year, 30 SKUs will be added.

Focusing on new product development to meet the needs of our target customers, the company expects the growth rate of approximately 30% during the campaign. The total revenue at the end of the year is expected to reach the target of 2 billion baht.

Own Brand products are available at Central Food Hall, Tops market, Tops super, Tops Daily, SuperKoom and SuperKoom Wholesale 129 branches across the country. Quality makes us different.

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