Blue Elephant Returns to THAIFEX-Anuga Asia 2024 with Exciting New Product Launch, Elevating Authentic Thai Cuisine and Supporting Thailand's 'Soft Power' Campaign

This year's theme, deeply rooted in 'Thai-ness', focuses on authenticity and aligns with Thailand's 'soft power' campaign, which aims to enhance the kingdom's international profile through its gastronomy. "Our dedication to Thai identity and culinary integrity is stronger than ever," remarked Master Chef Nooror Somany Steppe, Founding Chef & Director of the Blue Elephant Group.

The launch will feature several new products, including the Phad See Ew Cooking Set, Thai Fruit Chips, Thai Premium Curry Meals with plant-based protein options, and Phad Krapao (Holy Basil) Sauce.

Introducing for the first time in the market, the ready-to-use Phad See Ew Cooking Set ("Stir-fried Noodles") crafted by Master Chef Nooror for extra convenience without any compromise on taste! It is designed for easy preparation providing an innovative culinary feast of authentic noodles and rich sauce within a mere 10 minutes in one's own kitchen.

The Premium Fruit Chips (Dragon Fruit & Pineapple) have been carefully selected to showcase the vibrant flavours of these famous Thai fruits. They are baked to perfection, providing a really crispy texture in every bite. These 100% real fruit chips are free from additives, high in fiber, gluten-free, and serve as guilt-free snacks.

Ready to Eat Curry meals feature Master Chef Nooror's legendary all-time favourite Green curry, Yellow curry and Massaman curry with an addition of plant-based protein options.

This newest premium product line is not only designed to be suitable for the microwave and ready to eat, but also delivers a savoury and nutritious treat for vegans as plant-based options are infused with proteins such as Chickpea and Edamame without compromising the 100% authentic Thai taste.

"This is the first time that Blue Elephant is launching a single-serve packaging to match the evolution of the consumption modes," said Ines Chardonnet, Managing Director of Blue Spice Co., Ltd. and Junior Vice President of the Blue Elephant Group. "All you need is one minute in the microwave, and behold, you can enjoy your meal poured over a plate of hot jasmine rice!"

"These latest additions expand Blue Spice's product range to over 100 items, making it one of the most extensive in Thailand," continued Ines. "Our mission involves continually updating our product line to ensure it remains diverse and dynamic."

Ines further noted, "We regularly review our inventory, phasing out older items to maintain a balanced selection. Deciding which products to launch involves a comprehensive process that combines market insights, collective decision-making, customer feedback, and strategic timing. THAIFEX-Anuga Asia serves as a key moment for showcasing our innovations, a tradition that helps maintain our presence in the market."

Blue Spice also develops recipes for the global network of Blue Elephant restaurants and offers food service solutions for caterers. "Although our products are available in over 45 countries, not every market can support our full range. Our extensive collection allows us to customize our offerings to suit specific market needs, considering factors such as market maturity, demographics, and culinary preferences," explained Kevin Somany, Vice- Managing Director of Blue Spice Co., Ltd. and second generation member of the Blue Elephant Founding Family.

The Blue Elephant booth at this year's THAIFEX is expected to attract approximately 500 new trade visitors from around 200 global companies, in addition to many returning business partners, during the business days of the show.

Blue Spice anticipates that its presence at THAIFEX fair and other major international food show will play a pivotal role in its business development, with the goal of sustaining its ambitious double-digit growth for another year.

Moreover, Blue Spice continues to enhance its production capabilities, focusing on integrating partial automation with traditional homemade processes to increase efficiency and capacity, especially in packaging. This integration ensures that demand is met without compromising the authenticity and quality that define the Blue Elephant brand, added Ines.

Event Details: THAIFEX-Anuga Asia 2024, held under the concept of Beyond Food Experience, covers an area of 130,000 square meters and features 3,200 exhibitors, 2,000 hosted buyers, and participants from 133 countries. The event is organized by the Department of International Trade Promotion, Ministry of Commerce of Thailand, and the Thai Chamber of Commerce, in collaboration with Koelnmesse from Germany.

For further information, please contact Blue Spice Co., Ltd. at tel. 02 996 9401-3 or visit www.blueelephant.com. Follow us on Facebook: @BlueElephantProductsLine, LINE ID: @blueelephantbkk, Instagram: @blueelephant and E-mail: [email protected]