Page 30 - FoodFocusThailand No.183 June 2021

SPECIAL INTERVIEW

Two Expertise…One Product

Mondelez x TCP: New Product Development Concept

of Halls XS Red Bull

As one of the four requisites of life, food and beverage are also regarded as a life reward
for special occasions, as is evident in a notable array of novel food and drink products
found on the shelves of modern trade channels, supermarkets, convenience stores, shops,
and online shopping platform.

Each year more than 15,000 new food and drink products inundate the the standard for other energy drinks around the globe.
markets worldwide. In the UK alone, a wave of 4,195 food products hit the “Although many decades have gone by, Red Bull never stops carrying
food and beverage market between January and June 2020. The research out its marketing efforts and still keeps developing new products to
and development for innovative goods are, therefore, considered an utterly continuously satisfy the demands of existing and new customers and to
challenging task as manufacturers must find the right way to satisfy consumer strengthen its leading position in the energy drink industry.”
preferences and demands at the right time. “The collaboration with Mondelez International (Thailand) Co., Ltd.
Two Become One is a harmonious combination of two world-class legendary brands. Red
The collaboration between two companies, also known as co-branding, is Bull is best known worldwide for its iconic status while Halls is a global
a vital strategy to enhance the uniqueness of each brand in order to create candy brand famed for cooling sensation. In addition, both brands share
a new product that offers a sense of originality and difference to consumers. the common objective of pioneering a new type of freshness for their
This issue of Food Focus Thailand Magazine will take you through the consumers, thus resulting in the conception of Halls XS Red Bull which
world of co-branding of a new product that caters to today’s lifestyle: has become a new milestone for the energy drink and candy industries,”
Halls XS Red Bull (Red Bull’s trademark), a sugar-free candy with remarked Mr.Supachai. He further added that, during the product
mixed-fruit flavor. development, the marketing and R&D teams of both brands worked
Halls’s Insight: Why Red Bull? closely together to deliver a delightfully refreshing and energizing product
that encapsulates both brands’ uniqueness, even without caffeine and
“Halls is a candy brand of global reputation that has been offering fresh and sugar – an effective strategy that is in line with the ongoing trends among
cooling sensation to Thai consumers for 55 years. We try to develop new-generation consumers.
appealing innovative features for our products with the objectives of
upholding our leadership role and satisfying the ever-changing consumer Markets and Target Groups
demands,” commented Mr.Anuraag Agarwal, Mondelez International Despite an overwhelming competition in the Thai confectionery industry,
(Thailand)’s Senior- Brand Manager Halls. He added that recently Mondelez what has successfully put Halls on the very top of the segment for more
has turned the unique taste of the world-famous Red Bull into a sugar-free than 55 years is the non-stop R&D efforts to create appealing innovations
sweet with mixed-fruit flavor, Halls XS Red Bull. The aroma and flavor have to strengthen the brand’s position and its products.
been synthesized to resemble those of Red Bull without any need to add “Our goal is to craft innovative goods to better respond to consumer
caffeine or energy-drink ingredients. This novel confection has recently demands and to generate excitement in the market. Most importantly,
been launched in Thailand and will be on sale in other countries in Southeast we aim at expanding our customer base into every group, age, and
Asia as well. lifestyle in order to secure our leadership role in the industry. The invention
Mr.Anuraag commented that Red Bull, established in 1977, is a brand
with a long history that enjoys a market presence in over 170 countries of Halls XS Red Bull via Red Bull’s unique flavor is our brand’s attempt
around the world. “Red Bull has been commercially available and active in to offer product novelty to consumers,” affirmed Mr.Anuraag. He further
the energy drink industry for more than 40 years. It has become the world’s added that the brand’s target group consists of the Gen-Z individuals or
top energy drink brand with unparalleled popularity and reputation in the Millennials, who command distinct preferences and whose lives are
Southeast Asian markets, in which it boasts more than 40% of the market driven by passions and desires to constantly search for novelty.
share. Such solid credibility has inspired Halls’s determination to embark “The joint effort with Red Bull helps improve our brand’s lifestyle
on a collaborative effort with Red Bull.” image and attract the consumers who are always on the look-out for
“This first-ever brand collaboration between two global brand magnates originality. Since Red Bull’s customer base consists of sport, game, and
has sparked a great deal of excitement in the Thai confection industry. music aficionados, we have prepared the marketing plans that will attract
Moreover, Red Bull commands a strong brand identity that is unmistakably these new target customers via our sponsorships of the activities or
reflected in its name and logo, both of which exude unforgettable uniqueness events that will be of their interests. It is likely that our brand will win over
among consumers. Such forte is a pivotal contributing factor that would the new groups of customers and secure higher popularity thanks to this
easily help introduce Halls into a larger group of consumers – a prospect collaborative project. Our customer base is expected to branch out into
that is in line with our brand’s strategies focusing on the development of Red Bull’s fan base in the future,” concluded Mr.Anuraag
innovative properties for our products to satisfy the consumers of all ages, Mr.Supachai stated that this is the first time that Red Bull has engaged
lifestyles, and groups,” remarked Mr.Anuraag. in a cross-category project. Both Red Bull’s clients and Halls XS’s
Red Bull’s Insight: Why Halls? consumers will enjoy the opportunity to experience Red Bull’s unique
Mr.Supachai Junkeiat, TCP Group’s Global Marketing Division Director, flavor and aroma in a new form.
commented that Red Bull, an energy drink brand under TCP Group, is the “Halls XS Red Bull’s target group is the working people who look for
symbol of Thai pride in the global stage. It was conceived through the great taste and upliftment during the day. In addition to Thailand, the
determination of Mr.Chaleo Yoovidhya, who founded TCP Group and product will be available in Vietnam and Malaysia where Red Bull enjoys
pioneered Red Bull energy drink over 45 years ago. Striving to create an its status as the best-selling energy drink during these past decades,”
energy drink with tasty and original flavor that would please Thai consumers, concluded Mr.Supachai.
he developed the formula that would eventually satisfy both Thai and Halls XS Red Bull is a powerful innovation that perfectly combines
international consumers alike and consequently expanded the brand’s the great taste of Red Bull with the potent mini-candy form, resulting in
presence into the global market. Red Bull’s one-of-a-kind flavor thus became its highly sought-after status in the marketplace.
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