Wide Faith Group, a manufacturer and distributor of baked rice snacks made from 100% Thai rice, is stepping up its presence in Thailand’s snack market by appointing T-Pop band “iZ”as the presenter for its Rise Buddy brand. The move aims to attract Gen Z and Millennial consumers in response to the fast-growing healthy snack trend. Positioned with the key concept of “baked, not fried,” Rise Buddy is targeting a 150-million-baht share in Thailand’s rice snack segment by 2026 while expanding nationwide distribution and promoting Thai rice snacks to consumers worldwide.
Oliver Yeh, CEO of Wide Faith Group was founded in 2002 by a management team with more than 30 years of experience in the rice snack industry. The company operates both as an ODM for global partners and as a developer of its own brands, offering more than 70 flavor formulations. Its brand portfolio includes Rise Buddy, Ravin, Bio‑Earth, and Kiddie Kare. Developed under the “Better for You” concept, the products are baked rather than fried, contain no trans fats, have less than 10% fat, and are free from MSG and gluten. They are also certified halal.

For the Thai market, the company is prioritizing Rise Buddy as its flagship brand, which has already gained traction overseas. This year, the company plans a full-scale domestic launch, supported by the appointment of iZ, an eight-member T-Pop group from OneMusic, as brand presenter. The group consists of NORD, TEAM, TOON, MARC, PHOTO, KAHN, KAO, and PIE. The group’s youthful and modern image aligns with the brand’s positioning and is expected to resonate with younger consumers who are increasingly selective and health-conscious. The collaboration forms part of the company’s strategy to reach Gen Z and Millennial audiences seeking snacks that are flavorful and better for their health.

The company has also launched two new commercial films for Rise Buddy, highlighting the brand’s two main product categories: Rice Bites and Rice Chippies. The commercials feature a fun storyline starring the eight members of the T-Pop group iZ, who find themselves confronting zombies and monsters in chaotic situations. In the end, the 100% Thai baked rice snack Rise Buddy becomes the bridge that brings everyone together—turning enemies into friends and reinforcing the brand’s concept of “Rise Buddy, your buddy anytime,” creating moments of fun and happiness in every situation.
Among the brand’s key products is Rice Bites, bite-sized baked rice snacks available in six flavors: Barbeque, Seaweed, Sour Cream & Onion, Smoked Katsuo, Parmesan & Herbs, and Lime & Chili. The products are available in 60-gram packs priced at 29 baht.

Another highlight is Rice Chippies, an innovative thin baked rice chip developed using proprietary technology that enables the rice sheets to become thin and curved like potato chips—a form that is typically difficult to achieve with baked rice snacks that Mr.Oliver and his team has spent more than 20 years to reach the ideal chips shape . The product comes in five flavors: BBQ, Sour Cream & Onion, Sea Salt, and Cheese and is sold in 50-gram packs priced at 29 baht.
In addition, the company is expanding Rise Buddy’s distribution channels across Thailand to enhance nationwide consumer access. The products are available through convenience stores such as 7-Eleven, which serves as a key channel for building brand awareness, as well as leading supermarkets including Tops, Foodland, Gourmet Market, MaxValu, Golden Place, and Lemon Farm. Distribution also covers retail chains such as CJ Express and Super Turtle, alongside e-commerce platforms including Shopee, Lazada, TikTok Shop, and Facebook. Furthermore, the company leverages distributors and corporate sales channels to effectively meet consumer demand across all touchpoints.

























































