Heritage Group expands alternative milk campaigns - Bangkok Post

Ms Vasatorn says the company expects the plant-based milk market to continue recording double-digit growth in the coming years. Heritage Group, a producer and distributor of health-focused food and beverage products, is ramping up its push into Thailand's booming plant-based food market with a new campaign, projecting the alternative milk sector to reach a valuation of 5 billion baht within two years.

Vasatorn Phonphaisan, director at Heritage Group, said the alternative milk market in 2024 grew by more than 30% year-on-year, reaching a value of more than 2 billion baht, citing data from NielsenIQ (NIQ).

The market is projected to expand to 5 billion baht within two years amid fierce competition, driven by consumers shifting from cow's milk to plant-based options as part of the growing health-and-wellness trend, noted NIQ.

Demand for plant-based milk has surged, contributing to rapid expansion of total market value for alternative milk.

"The alternative milk market is extremely challenging and highly competitive, especially for cereal milk, where many new players are entering," she said.

Plant-based milk meets the needs of multiple consumer groups, such as those sensitive to lactose, calorie-conscious consumers and people looking for a "flavourful yet guilt-free pick-me-up", said Ms Vasatorn.

The company's new "Almond Breeze 25 kcal Light Up Your Day" campaign aims to reinforce Almond Breeze as a leading choice for consumers seeking a light, plant-based beverage.

She said the initiative promotes the brand's unsweetened almond milk as one of the lowest-calorie options in the market at 25 kilocalories per serving, emphasising taste, quality and the growing consumer shift towards healthier lifestyles.

Heritage Group expects the line to become a growth driver, backed by integrated online-offline campaigns, corporate social responsibility initiatives and promotions across leading retail channels. The target group is ages 25-45.

The brand is also expanding the availability of its full product range, including original, chocolate, vanilla, matcha and latte, to reach more consumers seeking daily plant-based options.

Heritage is strengthening customer engagement through online platforms, working with health-focused opinion leaders and content creators to reach wider audiences.

To strengthen engagement with younger consumers, the company hired Urassaya "Yaya" Sperbund as a presenter to increase brand awareness.

Heritage Group expects the plant-based milk market to continue recording double-digit growth in the coming years.

The company is expanding marketing in Vietnam to increase brand awareness, including simultaneous live-streaming via its online channels in Vietnam while live-streaming campaigns in Thailand.