This launch is timed to support Thai Glico's growth aspirations as the Thai snack market is expected to see a recovery and grow by over 8% to reach a total value of about 37,480 million baht in 2023 (Reference: Statista). Snacks remain a product category that supports consumers' self-care journey on occasions to help them to relax and unwind at different times of the day. The launch also kicks off a new marketing campaign featuring Kim, an accomplished actress known for the many young working professional roles that she played. Kim is representative of the younger working generation striving to strike a balance between their professional and personal lives in today's fast-paced world. She inspires a sense of positivity even in the face of pressures at work, just like many young busy professionals who sometimes indulge themselves in the rich taste of deliciousness to unwind.
Mr. Chalermpong Darongsuwan, Managing Director of Thai Glico Co., Ltd., said "Given positive economic factors and the return of tourists post-COVID, Glico is positioning itself for growth with eyes set on the revival of the snack market and continued growth of the biscuit subsegment, which grew by 6.9% in 2021 and 7.8% in 2022 (Reference: AcNielsen). Pejoy is a rising star in all our flagship premium biscuits. One thing that COVID had awaken in us is the importance of self-care and wellbeing on all fronts - physical, social, and emotional. Meanwhile, some studies suggest that consumers may look to premium snacks to help them relax and unwind after a busy workday."
"Since its founding days more than a century ago, Glico has been inspired to deliver good health and great taste and wants to support the wellbeing of the societies we operate in like a trusted friend who is at your side at every stage of life. Thai Glico has carried on this mission continuously for the last 52 years. We do this through the delicious taste of our wide range of quality confectionery, ice cream and now Almond milk that help people regulate their pace of life. All these years, we continue to innovate and keep up with changing consumer tastes and piloting us into the future. For Glico, Thailand is an important ASEAN market. We believe that these new premium Pejoy releases and other products in the Thai Glico lineup will make a good snacking option with their excellent taste, for consumers looking to strike a fine balance amongst the many roles they play in life," added Mr. Chalermpong.
The 2019 Cigna 360 Well-Being Survey conducted by Cigna Insurance revealed that Thailand was in the top 5 stressed-out countries from a list of 23 countries around the world. Some 35% of Thai consumers are stressed from their work and 81% of them are working with increased stress unawares.
Ms. Duangkamol Chulikavit, General Manager - Marketing of Thai Glico, added, "In our brand strategy for Pejoy, Kim has been chosen as a presenter to highlight the brand character. She represents young, diligent women who lead busy working lives and manage chaotic households. Despite their busy schedules, they understand the importance of self-care and reward themselves with moments of relaxation and indulgence. For these moments, they choose "Pejoy" - the premium Glico stick biscuit with a delicious creamy filling made with only the finest, imported ingredients. These include Pejoy Belgian Chocolate made from premium chocolate from Belgium, and Pejoy Vanilla Hokkaido Milk with its enticing milky aroma. Perfectly tasty with crispy biscuit sticks made from 100% imported wheat and baked at the right temperature to the ideal level of crispiness. Both flavors accentuate Pejoy's brand concept of "Relax & Unwind with Pejoy". To better reach consumers and give them the experience of these exciting new flavors, Thai Glico will be carrying out Pejoy roadshows at over 200 locations around the country in 2023."
Thai Glico will continue to offer quality food products catering to the needs of consumers of every gender and age cohort in three major segments - chocolate and sweet snacks, ice cream and health and wellness products, which started with the launch of almond milk under the Almond Koka brand in the middle of March.
Pejoy Belgian Chocolate and Pejoy Vanilla Hokkaido Milk are available in online and leading stores throughout the country starting from today.
Source: Absolute PR
