Oishi Strengthens its Leadership Position in the RTD Tea Market with Innovative Flavor Creations, Valued at 17.8 Billion Baht

Oishi Strengthens its Leadership Position in the RTD Tea Market with Innovative Flavor Creations, Valued at 17.8 Billion Baht

Introducing the New “Oishi Green Tea, Hokkaido Corn Flavor 0% Sugar” Under the Concept of ‘Sip Sense’ for a Full, Delicious, and Refreshing Taste Experie

Ms. Suporn Denpaisarn (second from left), Vice-President of the Beverage Business, and Ms. Janunya Vichityuthasart (second from right), Marketing Director of the Beverage Business, Oishi Group Public Company Limited, introducing their innovative “Oishi Green Tea, Hokkaido Corn Flavor, 0% Sugar” product, strengthening the 0% sugar RTD tea segment. Together with top presenters Sea-Tawinan Anukoolprasert (left), and Jimmy-Jitaraphol Potiwihok (right), Oishi is inviting consumers to “Discover a New Experience in Every Sip of Green Tea. This new flavor offers a refreshing twist with the delightful aroma of Japanese corn grilled over hot charcoal, combined with refreshing, sugar-free green tea.

Caption: Ms. Suporn Denpaisarn (left), Vice-President of the Beverage Business, and Ms. Janunya Vichityuthasart (right),  Marketing Director of the Beverage Business, Oishi Group Public Company Limited

Oishi Green Tea, Thailand’s leader in the ready-to-drink (RTD) tea market, continues to drive success in the 17,848-million-baht market with the introduction of an innovative product: “Oishi Green Tea, Hokkaido Corn Flavor, 0% Sugar.” This new addition strengthens the 0% sugar RTD tea segment, tapping into the popular Asian trend catering to health-conscious lifestyles under the concept of “Sip Sense – Discover a New Experience in Every Sip of Green Tea.” It invites consumers to sip and savor the delightful aroma of Hokkaido corn which resembles grilled corn on a hot charcoal stove, before taking a sip. With it’s aromatic character and light sweetness, you can enjoy this sugar-free refreshment for a relaxing experience any time of the day. In addition, this drink is packed with benefits from Catechin, a natural antioxidant from green tea as well as 5,852 milligrams of fiber. With the target of expanding the consumer base, this drink is sure to appeal to both green tea enthusiasts and health-conscious consumers.

Ms. Suporn Denpaisarn, Vice President of the Beverage Business at Oishi Group Public Company Limited, said, “Introducing innovative flavors is a key strategy that has driven Oishi’s sustained leadership in Thailand’s ready-to-drink green tea market. This year, Oishi is set to shake up the market once again with the introduction of ‘Oishi Green Tea, Hokkaido Corn Flavor, 0% Sugar.’ This innovative product blends the aromatic and refreshing taste of green tea with the unique scent of Hokkaido corn. Packed with benefits from Catechin, a natural antioxidant from green tea as well as 5,852 milligrams of fiber, you enjoy this refreshment while taking care of your overall well-being. As a sugar-free beverage, it caters to those seeking a delicious, refreshing drink that aligns with the health-conscious trends among Thai consumers.”

“In the past, Oishi has been dedicated to introducing innovative flavors and leading new market segments to meet the evolving needs of consumers. This commitment has resulted in highly successful products like Oishi Honey Lemon 0% Sugar and the popular Oishi Chakulza. Likewise, this latest ‘Oishi Hokkaido Corn Flavor 0% Sugar’ combines the Asian trend of natural products with the unique concept of ‘Sip Sense,’ inviting consumers to ‘Discover a New Experience in Every Sip of Green Tea’ because ‘scent’ influences emotions and feelings, which can significantly impact the purchasing decisions of consumers. This flavor is crafted with the aroma of Hokkaido corn grilled over a hot charcoal stove, paired with refreshing green tea. Together with their new presenters, Jimmy Jitaraphol and Sea Tawinan, a nationwide sampling program is set to bombard the market, alongside a 360-degree Immersive Sensory DELIGHT communication plan, we are confident in raising awareness and generating a positive response from Oishi fans and beyond. We aim to attract health-conscious consumers, encouraging them to try, experience, and enjoy this new product. This will strengthen Oishi’s sales and contribute to growth in the ready-to-drink green tea market,” concluded Ms. Suporn.

For the export market, Oishi’s product portfolio consists of 18% exports, with Oishi Green Tea primarily marketed in Cambodia, Laos, and Myanmar. The company is also exploring growth opportunities in new ASEAN markets, where its ready-to-drink green tea is gaining popularity. In the current fiscal year (October 2023 – June 2024), export sales have grown by 15% compared to the same period last year. This growth is driven by ongoing marketing efforts tailored to consumer preferences in each country, as well as activities designed to engage teenagers. These efforts are supported by a group of highly popular presenters, which not only boosts brand popularity but also contributes to the promotion of Thailand’s soft power and its artists.

Oishi is not only a leader in creating innovative new flavors but is also pioneering environmentally friendly packaging solutions. One such innovation is the ‘Tethered Cap,’ a cap attached to the mouth of the bottle, which reduces loose waste and makes recycling easier. This design enhances the drinking experience by eliminating the need to hold the cap separately, providing both convenience for consumers and easier recycling of PET bottles and caps.

On September 3, Oishi Green Tea hosted the OISHIxJIMMYSEA event at Siam Paragon to unveil this latest product, “Oishi Green Tea, Hokkaido Corn Flavor, 0% Sugar.” The event featured two popular presenters from the ‘Last Twilight’ series, Jimmy Jitaraphol and Sea Tawinan, who invited attendees to discover a new way to sip and savor green tea. For Oishi Green Tea fans across the country, now is the chance to ‘Sip Sense’ the aromatic and lightly sweet “Oishi Green Tea, Hokkaido Corn Flavor, 0% Sugar.” This new flavor offers a refreshing twist with the delightful aroma of Japanese grilled corn, presented in minimalist, modern Japanese-style packaging with a shrink-wrapped label. The product is available at department stores and local retailers in 350 ml bottles for 15 baht and 380 ml bottles for 20 baht. Stay updated with exciting activities from Oishi Green Tea by following Oishi Drink Station on Facebook, YouTube, X, TikTok, and Instagram.

Oishi Green Tea, Thailand’s leading green tea brand, is maintaining its dominance with a 41.8% share of the market. The overall green tea market is valued at 17,848 million baht, with the 0% sugar segment growing by 34%, highlighting the increasing focus on health on the part of Thai consumers. (Data from Nielsen IQ (Thailand) Co., Ltd., covering the 12 months from August 2023 to July 2024.)