Koh-Kae

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Koh-Kae is a Thai brand of nut snacks manufacturing by Mae-Ruay Snack Food Factory Co., Ltd. and was first sold in 1976. In its early days, Koh-Kae only came in their original flavor, which is coconut cream coated peanuts, but they developed others flavor such as tom-yum and chicken flavor later on. By 2000, Mae-Ruay Snack Food Factory Co., Ltd. was awarded ISO 9001 certification by BVQI Institute, followed by the GMP and HACCP system certification by BVQI in 2002. [1] In year 2019 Koh-Kae holds 50% of Thailand nut snacks market share. [2]

Contents

History

Maeruay snack food factory was founded in 1964 by Mr. Chookiat Ruayjaroensap and Mrs. Jiraporn Ruayjaroensap as a manufacturer of roasted nut and shrimp crackers. The company is located at Ekachai Road, Bang Khun Thian. [3]

In 1976 the company established the well-known snack named "Koh-Kae", the coated peanut coconut flavor, and became a popular snack in every age. In 1977 the company expanded to support the demand of customers. Now, the new company has been located at Rama 2 Road with 12 Acres area. [3]

Mr. Chookiat Ruayjaroensap invented the name "Koh-Kae" because he needed the name to be different from the other snacks at that time. The original idea comes from Japan, as the cloth that the mascot wears in the logo is a judo uniform.

Koh-Kae is the original snack that has sold for a long time but it's still the best-selling product of the company, more than 80% of total sales are from Koh-Kae and 30% under Koh-Kae brand are from the first product, the coated peanuts coconut flavor. [4]

The generation of Koh-Kae has been sent through the second generation which started to manage in 2000 and met an important turning point in the business by increasing sales from 600million to 2,600million baht. [4]

Ingredients

It uses a frying process to dry out the peanut and ingredients and make it crispy. The peanut needs to be the same size, regularly glazed, light-brown color, not burn, and have a scent of coconut. [5]

Ingredients

Peanuts 50%, Wheat Flour 27%, Sugar 10%, Vegetable Oil 5%, iodized Salt 5%, Coconut Cream 3%, Raising Agent (INS 503), Sweetener (Acesulfame-K), Antioxidant (INS 319), Packaging Gas (INS 941) [6]

Nutrition

Nutrition

Nutrition facts, Calories, Energy in Koh-Kae peanut in 20gram has Energy of 180 kilocalories, Protein 8 grams, Carbohydrate 7 grams, Fat 13 grams, Sodium 180 milligrams. [7]

Products & Flavors

There are many flavors available, but the original is the coconut flavor since 1976.

There are also many products other than coated peanuts such as roasted peanuts, green peas, broad beans, mung beans, etc. which were produced and developed after.

Coated Peanuts products currently (2023) come in 12 Flavors [8]

Peanuts products currently (2023) come in 8 varieties [9]

Koh Kae Max currently (2023) Come in 4 flavors [10]

Koh Kae green peas come in 5 Flavors [11]

Koh Kae Broad Beans come in 7 flavors [12]

Koh Bean (Mung Beans) come in 5 Flavors [13]

Koh Kae plus currently (2023) have 7 products [14]

Koh Kae plus protein snacks currently (2023) have 4 products [15]

Nut Natur currently (2023) have 4 products [16]

Zico stick biscuit come in 3 flavors [17]

Nelie Crackers has 4 flavors [18]

Chocolate only has 1 product [19]

Other Snacks include [20]

Other type of product which are merchandise included [21]

Marketing

Koh-Kae is the leader of Thailand’s market of nut snack which has 4,000-5,000 million baht of growth worth. Koh-Kae has about 50% or more of the total sales of the nut snacks market, 40% of total sales come from coated nuts, 25% are naked nuts, and 35% are premium nuts such as almond, pistachio and cashew nuts. [4]

Nut snacks market is 13% of total snacks market which has a total value of more than 35,000 million baht, potato is still the biggest part of the market at 35% followed up by extruded snacks at 30% and nut snacks at 13%, and others (such as fish snack, seaweed, popcorn). [4] [2]

Koh Kae’s Marketing strong points are the fact that it was already the consumers favorite product of nut snacks, so they strengthened this point up by emphasizing on distributing their products to consumers, in other words making it easier for consumers to buy their products via selling through convenient and local stores as well as selling on several online stores. [4]

In 2009, they made a campaign called ‘โดดงับ รับล้าน’ which help boost up their market growth excellently and in 2019 they have Thai celebrity, เป๊ก ผลิตโชค, as their new presenter for their Koh Kae green peas products branch as well as new commercial and advertisement which expected to boost up their growth again. [2] [4]

Marketing in other country

At present, the company exports to over 70 countries worldwide, with 20% of the revenue coming from exports, and the remaining 80% from domestic sales. [22]

Koh-Kae’s logo was invented by mr. Chookiat Ruaycharoensub, ceo, which was inspired by one of his Japanese postcards and named it “โก๋แก่”

Mr. Chookiat Ruayjaroensap invented the name "Koh-kae" because he needed the name to be different from the other snakes at that time. The original idea comes from Japan, you can see the clothes in the logo that he wears a judo uniform. [23]

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References

  1. ↑ "รู้จักกับโก๋แก่". 2015-09-14. Archived from the original on 2015-09-14. Retrieved 2023-12-03.
  2. 1 2 3 "ยอดขายโก๋แก่ 2562 เท่าไร ? เจาะกลยุทธ์ผู้นำตลาดขนมขบเคี้ยวประเภทถั่วที่ปีนี้ขอกระชากวัยด้วย เป๊ก ผลิตโชค". Marketeer Online. 2019-03-01. Retrieved 2023-12-03.
  3. 1 2 พรเฉลิมพงศ์, พิมพ์เพ็ญ. "Mae-Ruay's Co., Ltd. / บริษัท โรงงานแม่รวย จำกัด". www.foodnetworksolution.com.
  4. 1 2 3 4 5 6 "เส้นทาง 43 ปี "โก๋แก่" เป็นได้มากกว่าแค่แบรนด์ขนม พร้อมเบื้องหลังสาเหตุที่ต้องการขึ้นเป็นบริษัทหมื่นล้าน และราชาแห่งถั่ว - Brand Buffet". 2019-03-06. Retrieved 2023-12-03.
  5. ↑ "โก๋แก่รสกะทิ". www.foodnetworksolution.com. 17 December 2012.
  6. ↑ "โก๋แก่ รสกะทิ - Koh Kae - 125 g". th.openfoodfacts.org (in Thai). 2017-05-06. Retrieved 2023-12-03.
  7. ↑ "แคลอรี่ ถั่วลิสงโก๋แก่ | www.CalForLife.com". www.calforlife.com. Retrieved 2023-12-03.
  8. ↑ "Kohkae". www.kohkae.com. Retrieved 2023-12-03.
  9. ↑ "Kohkae". www.kohkae.com. Retrieved 2023-12-03.
  10. ↑ "Kohkae". www.kohkae.com. Retrieved 2023-12-03.
  11. ↑ "Kohkae". www.kohkae.com. Retrieved 2023-12-03.
  12. ↑ "Kohkae". www.kohkae.com. Retrieved 2023-12-03.
  13. ↑ "Kohkae". www.kohkae.com. Retrieved 2023-12-03.
  14. ↑ "Kohkae". www.kohkae.com. Retrieved 2023-12-03.
  15. ↑ "Kohkae". www.kohkae.com. Retrieved 2023-12-03.
  16. ↑ "Kohkae". www.kohkae.com. Retrieved 2023-12-03.
  17. ↑ "Kohkae". www.kohkae.com. Retrieved 2023-12-03.
  18. ↑ "Kohkae". www.kohkae.com. Retrieved 2023-12-03.
  19. ↑ "Kohkae". www.kohkae.com. Retrieved 2023-12-03.
  20. ↑ "Kohkae". www.kohkae.com. Retrieved 2023-12-03.
  21. ↑ "Kohkae". www.kohkae.com. Retrieved 2023-12-03.
  22. ↑ ""โก๋แก่" ถั่วพันล้าน ในวันที่ฝันไกลถึงหมื่นล้าน". Marketeer Online. 2023-01-26. Retrieved 2023-12-03.
  23. ↑ "Kohkae". www.kohkae.com. Retrieved 2023-12-03.
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