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'Sealife' launches canned sardines to tap into mass consumer market

Mr.Pornchai Pansrikaew, Managing Director, of PC Tuna Co., Ltd., said the company has entered the Thai consumer markets by introducing ready-to-eat salmon in glass jars under the brand 'Sealife.' It targets the middle-upper market and distributes the product through leading shops and supermarkets such as Gourmet Market, Foodland, Villa Market, Maxalu, CJ Supermarket, Lotus, Tops Supermarket, and many more.

Ms. Techinee Pansrikaew, Chief Marketing Officer of PC Tuna Co., Ltd., said canned fish market is estimated to be worth more than 9 billion baht. Despite several key players who have long dominated the market, we see great potential for Sealife in market competition, especially in product quality and growth opportunities in domestic and overseas markets. Meanwhile, having our own factory and long-standing expertise in the import/export of sea fish products, we are confident that these advantages could lead to opportunities to grow the business to the next level. Thus, the company decided to launch Sealife Sardines in Tomato Sauce to tap into the domestic market, highlighting premium sardines from Japan.

In the initial phase, Sealife plans to tap into communities and general consumer markets. We put our focus on distributing the product through retail shops and local grocery stores as well as online platforms, in the second quarter of 2023, we plan to expand our distribution channels via modern trade outlets, including leading hypermarkets, department stores, supermarkets, and convenience stores across Thailand. The company is taking on a strategic approach by collaborating with key alliances, including Atlas Energy PCL, Olympus Oil Co., Ltd., PT a manufacturer and distributor of PT household LPG, and PT LPG stations, to distribute Sealife's canned fish via more than 100 stations throughout Bangkok and its vicinity. Under the partnership, a series of marketing and promotional campaigns will be conducted, including caravan events to promote the product and a point program in which PT MAX CARD holders can redeem 150 points plus 1 baht to get a product sample.

To enhance consumer awareness and stimulate the market, Sealife is conducting a 10-million-baht marketing campaign, so-called "Sealife Pla Krapong Nam Chok, Khut Pup Ruai Pap." The scratch & win campaign gives away more than 3,888 prizes worth more than 3 million baht to lucky consumers from now until April 30, 2023.

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