“PUMPUI” GOES FORWARD WITH AGGRESSIVE MARKETING ON READY-TO-EAT FOODS WITH NEW PRODUCT LINEUPS
Launching Its “Seasoned Fish” group, targeting on new generation of consumers, leveraging consumers’ insights to develop new menu items with readiness for steppingstone to expanding into export markets.
Kwangpaisan Food Products Public Company Limited, under the “Pumpui” brand, reinforces its position as a market leader in ready-to-eat and ready-to-cook canned fish by launching its new product, the “Seasoned Fish” group, expanding its business from quality ingredients to create flavors that appeal to new generation of consumers, and offering nutritional benefits, convenience as well as delicious taste. At THAIFEX – ANUGA ASIA 2025, the company showcased the full lineups of products, including fried mackerel with chili sauce, mackerel in tomato sauce, seasoned fried mussels, ready-to-eat foods and ready-to-cook foods under the theme of “The Flavor of Joy, Delicious with a Smile,” reinforcing the brand’s commitment to creating happiness through every meal.
This year, Pumpui has introduced the lineups of 7 items of new products which are 1. Teriyaki Saba, 2. Fried Sardines in Sambal Sauce, 3. Fried Fish with Herbs, 4. Mackerel Chu Chee, 5. Dried Fish Intestines, 6. Jaew Bong, and 7.Seasoned Cockles, by aiming to meet the needs of modern consumers who seek “rich-flavored Thai food in a convenient, ready-to-eat format” while maintaining the unique flavor identity, and “also developing new products to reach a wider range of consumer groups.”
Ms. Pavitha Totabthiang, CEO, Sustainability and Corporate Communications, revealed, “The seasoned fish category is a category we are actively exploring. With our distinctive strength in seasoning, we have leveraged our accumulated flavor expertise to further develop new products, focusing on both flavor and ingredient considerations by conducting a study on consumers’ behaviors, including taste preferences, needs, and convenience, tailored to the lifestyles of modern consumers, both domestically and internationally. We found that consumers prefer rich local flavors such as Chu Chee, Fish Intestines, or Jaew Bong, while Japanese-ASEAN flavors like Teriyaki and Sambal are well-known worldwide. Therefore, we have developed menus that combine local identity and global taste together. On the aspect of the product development strategy, Pum Pui employs a research and development (R&D) team to develop flavors and recipes from each region by placing the emphasis on the flavor of the ingredients and testing them with real consumer groups to ensure the delicious tastes. All Pum Pui products are developed under the concept of “convenience, deliciousness and standardization” placing the emphasis on the quality ingredients, safe production and extended shelf-life without preservatives, meeting the needs of modern lifestyles seeking delicious meals in limited time or on-the-go lifestyles.”
In addition to canned fish and seasoning products, popular ready-to-eat meals such as fish offal curry, stir-fried curry and sour curry as well as ready-to-eat spicy soup type such as green curry, southern sour curry and coconut milk curry for Thai style rice noodles, are among others planned for distributions in many Asian and European countries.
“Pum Pui’s strength lies not just in the quality of its ingredients or recipes, but in the smiles, we deliver with every can. We constantly study the market, consumers’ behaviors, and global trends. This year, we are developing new flavors to meet market demands and provide new choices for consumers. We see opportunities for Thai foods in the global markets, especially, for the Ready-to-Eat segment that has a significant potential for growth in the era where consumers demand both convenience and quality standards,” added Ms. Totabthiang.
In the 2025 plan, the expansions on the distribution channels to international supermarkets, Thai restaurants, and Asian stores in ASEAN countries and the Middle East are focused on. A strategy reiterating convenience, authentic Thai flavors, and elevating the brand to the international market is moving forward to effectively meet the needs of both domestic and international consumers.
