Wide Faith Foods invests 70 million baht to enter the Thai snack market, launching “Rise Buddy Rice Chippies” “Nonkul” as the first brand presenter
Wide Faith Foods, the manufacturer and distributor of “Rise Buddy”, a crispy rice snack made from Thai rice that has gained worldwide recognition, is making a bold move into the Thai snack market, which is worth over 40 billion baht. The company has launched a new product, “Rise Buddy Rice Chippies”, and appointed “Nonkul – Chanon Santinatornkul” as its first brand presenter. Nonkul represents the new generation of consumers who are discerning and health-conscious.
The brand also launched its advertising campaign “Rice Chippies-Verse” to raise awareness and convey the message of “Rise Buddy Rice Chippies” as the new trend for healthy snacks and the snack of the future that is delicious in all universes. With this product, the crispy and savory experience is enhanced as they are the first chippies made from Thai rice, baked instead of fried, trans fat free, low calorie, gluten free and no added MSG, and all are Halal certified. The product is available in four new flavors: BBQ, Sour Cream & Onion, Sea Salt and Cheese. The product will be distributed through online marketplaces such as Shopee, Lazada, TikTok and through Yummy Trucks, which deliver delicious snacks nationwide, with plans to expand distribution channels in leading supermarkets. The company is targeting sales of 250 million baht by 2026.
Mr. Oliver Chi-Kan, Yeh Managing Director of Wide Faith Foods Co, Ltd, the manufacturer and distributor of Rise Buddy, a crispy rice snack made from Thai rice, explained that the company has devoted with his entire team in the manufacture and development of rice-based snacks for the global market for over 22 years. With its expertise in design, research and professional development of crispy rice snacks, as well as the application of advanced, internationally certified technology in the production processes, Wide Faith Foods’ rice snack products are offered under various brands under the Master Rice umbrella, including Rise Buddy, Ravin, Bio-Earth and Kiddie Kare. Each brand is designed to combine deliciousness with health benefits. They are baked instead of fried, are free from trans fats, gluten and no added MSG and all products are Halal certified. This approach meets customer demands and is in line with the Worldwide health-conscious trend, same in market Thailand.
The company’s products are distributed worldwide, including the western United States, Eastern & Northern Europe, France and throughout Asia Pacific, including Australia, New Zealand, China, Japan, South Korea, Malaysia, Taiwan and the Philippines. In addition, the company offers Original Design Manufacture (ODM) services and designs and produces crispy rice snacks in more than 70 flavors for other companies. With a production and export capacity of 18,900 tons per year at two production sites in Thailand, Wide Faith Foods’ factories cover an area of more than 47 rai and are certified with an AA seal of approval from BRCGS and ISO9001:2015, as well as Gluten Free and Halal certificates.
Mr. Oliver added that the snack market in Thailand is estimated to be worth over 40 billion baht, a large and growing sector. The rice-based snacks market segment alone is estimated at over 2 billion baht. Therefore, the company is focusing its marketing efforts on the Rise Buddy brand in Thailand. In the export market, Rice Snacks hold a 36 percent market share in Australia worth USD 15 million and a 45 percent market share in New Zealand worth USD 5 million. The global export market for rice snacks is worth USD 30 million.
This year, the company plans to aggressively enter the market by developing new products, strategically selecting brand presenter and expanding distribution channels throughout Thailand. Recognizing the growth potential of the crispy rice snack market and the modern consumer trend demanding healthy, guilt-free snacks, the company has launched the new “Rise Buddy Rice Chippies” This innovative product is the first of its kind in the market. It is made from Thai rice in a chip shape similar to potato French fries and is baked instead of deep-fried for better health benefits. It meets the needs of snack lovers, especially teenagers and working adults, and offers deliciousness with health benefits, is gluten free and no added MSG and Halal certified. The launch of the first brand presenter, “Nonkul – Chanon Santinatornkul”,” represents the new generation who are picky eaters and health conscious. The “Rice Chippies-Verse” campaign was also launched to popularize the brand and convey the message that “Rise Buddy Rice Chippies” is a new trend for healthy snacks and the snack of the future that tastes delicious in all universes. The product is available in four new flavors: BBQ, Sour Cream & Onion, Sea Salt and Cheese, in a 60g size at a price of 39 baht.
In terms of sales channels, the company focuses on comprehensive product distribution, with a focus on both online and offline channels. Online, the focus is on selling through platforms such as Shopee, Lazada and TikTok to target customers who do not have time to shop outside their homes. Offline, the focus is on selling products in leading supermarkets across the country. Wide Faith Foods aims to become one of the major players in the Thai snack market, which is estimated to be worth over 40 billion baht in 2024 and hopes to achieve a market share of 250 million baht in the rice-based snack market by 2026. The company aims to become a leading brand and manufacture in the global healthy rice-based snack industry under the concept of “Better for You”,” concluded Mr. Oliver Chi-Kan, Yeh
About Wide Faith Foods Co, Ltd.
Wide Faith Foods Co, Ltd. was established in 2002 as a manufacturer and distributor of crispy rice snacks made from Thai rice for export and expansion in the domestic market under the name Rise Buddy. The company has a production and export capacity of 18,900 tons per year at two production sites in Thailand.
- The first factory & the second factory are located in Bangplee Industrial Estate, Samut Prakan, and covers an area of 8 rai & 13 rai, built in 2002 & 2014 with an investment of 500 million baht. The facilities of first factory will be moved to Chonburi to improve the capacities and capabilities for innovative product production.
- The factory is located in Hemaraj Industrial Estate, Chonburi, with an area of 34 rai, established in 2015 with an investment of 800 million baht for the Phase I instruction and facilities.
- The capacities will be reached to 43,200 tons when the Phases I, II and III have completed.
The total investment for the construction of the two-phase factories is 1,300 million baht. Wide Faith Foods’ factories are certified with an AA grade from BRCGS, ISO9001:2015, Gluten-Free and Halal certificates and have been awarded quality assurance marks.
The global snacks market
The global snacks market is expected to reach USD 251.10 billion from 2024 to 2029, growing at a CAGR of 6.33 percent. The average volume per person in the Snack market is expected to amount to 5.0 kg in 2024 and per person revenues of US$ 32.41 are generated in 2024, in relation to total population figures.
The global crispy rice snacks market is estimated to reach USD 4.2 billion by 2025, with APAC contributing 84 percent of the growth.
