No matter how high the price of fruit smoothie menus is... people are still willing to pay?
This answer has been proven since the very first step that “Oh! Juice” a brand under the company Lookpak Pro Rak Mae Public Company Limited (OKJ), owner of the health food brand “Oga Ju” launched into the premium health drink market. It created a phenomenon of “long queues” and went viral due to its strength in using 100% natural ingredients that customers can customize as they wish. From day one until now, Oh! Juice has expanded to over 26 branches, reflecting that modern consumers seek “value” beyond just taste.
Benyapha Techamanisathit, Chief Operating Officer of Lookpak Pro Rak Mae Public Company Limited (OKJ Group), revealed that Oh! Juice’s image, built on natural ingredients without artificial flavoring or added sugar, along with a diverse menu and customization options, has helped broaden its customer base. This is reflected in accumulated sales over the past nine months reaching 292 million baht, with a goal for total brand sales in 2025 to grow by 20–30%.
From a retail strategy perspective, Oh! Juice is expanding access while creating brand experience. Currently having 26 branches, they plan to add 4–5 more in 2026, focusing on high-potential, high-traffic locations to increase visibility and trial among urban consumers with purchasing power and health awareness.
“Oh! Juice’s growth reflects changing consumer behavior that values health more. We aim to create a new lifestyle where modern women can sustainably and happily take care of themselves.”
Recently, Oh! Juice is moving forward with the campaign “All I Want is Being My Own Santa” in collaboration with “Grace Kanklao” to redefine self-care for women in 2025, making it more elegant and sustainable by choosing the best gifts for themselves. This launch comes amid a rising trend of consumers focusing on health, with health drinks becoming a “better choice” over regular sweetened beverages.
This campaign features two festive "Festive & Functional" menu items responding to the Functional Wellness trend, while maintaining the brand’s focus on natural ingredients and fresh strawberries as highlights: “Toffee Kissed Strawberry” and “Santy’s Strawberry Tea.”
Oh! Juice proves that in 2025, consumers do not just seek cheap products but are willing to pay for proven quality. Positioning itself as a premium health drink makes customers feel that spending hundreds of baht is an “investment in health” rather than just buying a regular drink.
In today’s market, “customization” is key. It not only satisfies taste preferences but also creates a personalized experience, which consumers acknowledge is worth paying extra for to get what suits them best. This strategy quickly turns casual customers into loyal ones.
Additionally, choosing branch locations with target customers who have purchasing power and planning further expansion in 2026 builds brand visibility, positioning the brand as a “Lifestyle Brand” for urban consumers. This helps ease purchasing decisions amid an environment that supports a premium image.
This has made the high-priced smoothie market a “way of life” and an “expression of self-love,” which is a key insight encouraging consumers to pay without hesitation.
Follow the Facebook page: Thairath Money at the following link -https://www.facebook.com/ThairathMoney