Ms. Kanjana Tangpakorn, Managing Director of TS Sales and Marketing Co., Ltd., responsible for marketing and distribution for Naturebest Food Co., Ltd. (NBF), said Naturebest Food is Thailand's pioneer in importing and marketing seaweed products. The company operates a full production system supporting raw materials, finished goods distributed through modern trade and general stores, as well as OEM manufacturing for over 10 brands, covering both seaweed and snack products.
Currently, it operates three factories in Bang Phli District, Samut Prakan Province, using technology from Japan, South Korea, and China to enhance quality according to international standards such as FSSC22000, GHP, and HACCP. A key strength is customizing product formulas to suit the consumption cultures of various countries to expand markets in China, India, Indonesia, and ASEAN.
The company is increasing production capacity to support expansion of new product portfolios including fish products, raw materials, finished goods, and other snacks such as rolled wafers and crispy corn. This is alongside investing in research and development (R&D) to create competitive differentiation.
Meanwhile, Naturebest Food is focused on managing business risks by expanding the B2C market through Koriko products, reducing operational costs via solar roof installations, developing a lean supply chain logistics system, creating value-added products to maintain profits and competitiveness, and lowering costs by diversifying raw material sources, bulk purchasing, and designing eco-friendly packaging without compromising product quality to address challenges from rising energy and packaging costs.
Under this business plan, Naturebest Food targets revenues of 500-600 million baht in 2026, up from 450 million baht in 2025, and aims to reach 1 billion baht by 2028, the company's 30th anniversary. This reaffirms its vision to become Thailand's and the international leader in comprehensive seaweed expertise, emphasizing health, flavor, and sustainability.
Recently, we have aggressively marketed Naturebest Food to expand into the consumer market (B2C), building on over 30 years of expertise as Thailand's first importer of seaweed for B2B marketing.
The company sees opportunities in the snack market valued over 50 billion baht (according to Kasikorn Research Center), where younger consumers increasingly value health, taste, and novelty, especially in premium and better-for-you snacks, with consumers willing to pay for high-quality products.
The Thai seaweed snack market in 2026 is expected to be worth 3.7 to 4 billion baht, growing steadily at 5-6% annually. Although a few major brands dominate the market, Koriko aims to provide an alternative seaweed snack that better meets consumer health benefits.
The company plans to spend no less than 30 million baht on marketing to launch the "Dare to Break the Mold" campaign. Koriko has partnered with Keng Harit Buayoi and Nam Ping Napatsakorn Pingmuang as its first dual brand ambassadors to embody the concept of unconventional seaweed through an innovative seaweed sandwich product—two seaweed sheets filled with puffed rice in a new format.
The product's key selling point is its low calorie count—only 130 calories per 30-gram pack—offering a crunchy, light eating experience suited to young lifestyles. This contrasts with typical fried seaweed snacks, which tend to be oily and greasy to the touch.
The collaboration with the first dual ambassadors, Keng and Nam Ping, combines distinct but complementary personalities: Keng represents calmness, coolness, and clarity, while Nam Ping adds brightness, fun, and vibrancy. This chemistry is central to reinforcing Koriko's image as a snack for those who dare to think differently and break the mold.
The company integrates their chemistry into a storytelling marketing strategy under the "Dare to Break the Mold" concept to convey the story of how the seaweed sandwich innovation arose by chance and turned into a breakthrough. The campaign aims to build awareness and encourage consumers to confidently try this new product widely.
"We want Koriko to be a space where people can enjoy being themselves and dare to try new things never seen before. We are not just selling crispiness and taste, but delivering a better snacking experience," the company stated.
Simultaneously, the company positions the brand in the mid-premium snack market, targeting working adults, students, and consumers seeking novelty alongside health. The brand emphasizes being an easy-to-eat snack that feels special and distinct from typical seaweed products—non-oily and non-greasy.
Currently, Koriko offers six flavors of seaweed sandwiches filled with puffed rice: Original, Korean Noodle, Salted Egg, Wasabi, Mala, and Tomato. They retail at 39 baht and are available through 95% offline channels nationwide, including leading stores such as 7-Eleven, Gourmet Market, Lawson, Max Mart, Jiffy, and SF Cinema Group.
The brand is also expanding into lifestyle target points through Pun Thai Coffee and DEAN & DELUCA at airports. Online sales, accounting for 5%, plan to grow via TikTok Shop, Shopee, and Lazada, with ongoing promotions alongside retailers and online platforms, plus a points accumulation system via Line Official to engage consumers.
The company aims for Koriko to be the main engine of its B2C business and to expand the brand globally, having achieved average annual revenue growth exceeding 30% over the past three years.
Additionally, the company plans to develop functional snacks as pipeline products, gradually launching new items to make Koriko well-known and memorable as a new snacking choice, progressing toward becoming a true "comprehensive expert in seaweed and snacks."
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