CPRAM Expands Plant-Based and Vegetarian Portfolio to Capture Market Growth
CPRAM is launching a new strategy to offer vegetarian and plant-based meals year-round, aiming to tap into a 49 billion baht market.
According to a report by Prachachat Business, CPRAM has announced a strategic shift to expand its vegetarian and plant-based food portfolio. The company aims to capture a share of the 49 billion baht market by promoting a 'Real Food' strategy, which focuses on healthy ingredients and bold flavors to move away from traditional, repetitive vegetarian offerings.
This initiative is designed to cater to the growing health-conscious trend in Thailand, encouraging consumers to adopt vegetarian diets throughout the year rather than only during traditional festivals. CPRAM plans to introduce 50 different menu items available year-round, with a target of reaching 185 million baht in sales from this segment.
For residents and travelers in Thailand, this expansion means a wider variety of convenient, plant-based meal options will likely become more accessible in retail outlets. While the company has set clear sales targets and product counts, it remains to be seen how quickly these 50 new menu items will be rolled out across all distribution channels and how consumer reception will influence long-term availability. No further details regarding specific pricing or regional distribution timelines were provided in the initial announcement.
