JOLTING SALES
Sappe unveils a pop-up coffee shop that claims to serve weight-control coffee products.
SET-listed beverage company Sappe Plc last month launched “HAVE A sip DAY CAFE by Preaw”, its first coffee shop.
Piyajit Ruckariyapong, the company’s chief executive, said the new pop-up coffee shop at Siam Square formally opened on Dec 21, 2020, as a pilot project to test market demand for its weight-control coffee.
“The popularity of weight-control coffee continues to increase every year, as reflected by product availability in various channels from traditional trade, modern trade, online and direct sales. The market for weight-control coffee is estimated at 1 billion baht, with average growth of 3-5% a year over the past several years,” said Ms Piyajit.
“Thais are not only concerned about their health, they also want to look good despite the economic uncertainty,” said Ms Piyajit.
Chinnavit Leartbannaphong, the company’s assistant vice-president for innovation, said Sappe expanded into 3-in-1 coffee over the past decade with the launch of Preaw weight-control coffee, with the aim of boosting its sales growth.
Preaw coffee controls about 20% of market share in the country’s 1-billionbaht weight-control coffee market.
“Our first pop-up coffee shop at Siam Square aims to increase Preaw’s brand visibility and extend our customer base to a new customer group. Feedback from customers has been positive since opening,” said Mr Chinnavit. “It is unfortunate a fresh wave of Covid-19 infections has occurred,” he said.
The company had been planning to open several more pop-up shops this month in Bangkok, but the fresh outbreak of the pandemic has forced the company to temporarily suspend its plans.
Mr Chinnavit said weight-control coffee still has huge potential for growth, particularly at cafes and via the online channel.
The company is creating a new channel through which to sell its coffee to fit in with the new normal lifestyle and in order to develop stronger sales this year, he said.
Preaw coffee is available in various formats comprising ready-to-drink, canned, instant coffee and 3-in-1.
Preaw coffee contributes in the region of 300 million baht worth of sales, which accounts for 10% of Sappe’s total sales.