Ms. Wasathorn Polpaisan, a senior executive at Heritage Group, a producer and distributor of health foods and beverages, said Thailand's alternative milk market continues to show steady growth. By 2025, it is expected to expand by more than 30% compared to the previous year, driven by key factors such as health trends, weight management, environmental awareness, and reduced consumption of animal-based products.
This has led major players in the market to accelerate strategies to capture market share. Heritage Group, as the producer of Almond Breeze® almond milk, which holds the number one sales position in the United States and has remained popular among Thai consumers for three consecutive years, is confident that this campaign launch will boost growth and maintain its leadership in the almond milk segment.
Ms. Wasathorn added that Blue Diamond Almond Breeze® almond milk plays an important role as part of the lifestyle of the younger generation and health-conscious consumers. It is recognized as an alternative beverage that fully meets the needs of those caring for their health and physique, securing its position as the number one brand favored by almond milk consumers for three consecutive years.
To stimulate the market, Heritage Group has launched the Almond Breeze® 25 kcal Light Up Your Day campaign to align with the global health trend where modern consumers prioritize calorie reduction but still seek convenience and smooth taste. This product can be enjoyed daily without guilt and can be perfectly mixed into popular menus such as coffee, smoothies, or protein shakes.
The campaign launch not only strengthens Almond Breeze® but also underscores Heritage Group’s commitment to creating products that meet the needs of the new generation, using high-quality ingredients from California and tailoring flavors to Thai consumers. The brand also offers a variety of flavors including Original, Chocolate, Vanilla, Matcha, and Latte, catering to both health enthusiasts and those seeking delicious everyday tastes.
Ms. Wasathorn said one key strategy of this campaign is selecting Yaya Urassaya Sperbund as the brand ambassador to reflect the image of a health-conscious, attractive, and positive young generation. This helps the brand reach a broader target audience and reinforces that Almond Breeze® is both tasty and beneficial to health.
Regarding marketing communications, the plan is comprehensive, including official launch events, advertising campaigns across all online and offline channels, collaborations with influencers, health-focused CSR activities, and in-store and online product sampling promotions. The goal is for 25 kcal to become a new consumer touchpoint and to engage the brand in the daily lives of the younger generation.
Ms. Wasathorn added that Almond Breeze® is not just a drink but part of a balanced daily lifestyle for modern women and health-conscious individuals who want weight control, good nutrition, and convenience while maintaining delicious taste. It can be enjoyed anytime and is rich in vitamin E and calcium, supporting long-term health.
Despite intense competition in the alternative milk market and rapidly changing consumer behavior, Almond Breeze® is prepared to respond by focusing on quality, taste, and sincere communication. The brand continuously invests in research and new product development and builds a social role through the Heritage Foundation (Thailand) to reinforce a stable and sustainable image.
"We firmly believe that the Almond Breeze® 25 kcal Light Up Your Day campaign will effectively reach and win over consumers because taking care of health doesn’t mean sacrificing taste. This product perfectly meets both nutritional value and the modern lifestyle of today’s generation," she said.