Business Services Industry
Thai Instant Porridge Producer Embarks on Brand Extension.
Knight Ridder/Tribune Business News, September, 2002
By Woranuj Maneerungsee, Bangkok Post, Thailand Knight Ridder/Tribune Business News
Sep. 30--Shoppers have no shortage of instant food selections in cups on supermarket shelves, from soup to noodles and broken rice porridge. So, why not khao tom gui, a Chinese-style meal consisting of boiled rice eaten with condiments?
Khao tom gui in a cup with a separate dish is a new product from three-year-old P&E Development Ltd, which has had success with its first product, instant cup porridge under the Benja brand name, since it was introduced in late 2000.
The company's cup porridge or joke accounted for a 40 percent share of a market valued at 400 million baht in the 12 months ending in June this year.
According to research by...
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