Exhibiting at Thaifex - Anuga Asia 2025

AJE Thai Co., Ltd. is the Thailand subsidiary of the multinational AJE Group, one of the largest beverage companies in the world. Located in Chonburi, Thailand, the company manufactures and distributes a diverse range of affordable, high-quality beverages designed to meet the tastes of mass-market consumers across Asia. With flagship brands such as BIG Cola, VIDA, and Volt, AJE Thai plays a pivotal role in the group's operations in Southeast Asia.

Company Overview

Established in Thailand as part of AJE Group’s international expansion strategy, AJE Thai Co., Ltd. operates a modern manufacturing facility and serves as a distribution hub for the region. The company is guided by the AJE Group’s core vision: to democratize access to quality beverages and provide innovative, alternative drinks at value-driven pricing.

AJE Group, founded in Peru in 1988, has operations in over 20 countries and is among the top 10 largest soft drink producers worldwide. AJE Thai contributes significantly to this footprint by addressing local flavor preferences and rapidly shifting consumer demands in Thailand.

Product Portfolio

AJE Thai manufactures and distributes a wide selection of beverages under multiple sub-brands:

• Carbonated Soft Drinks:

  • BIG Cola (Original, Orange, Lemon, Strawberry)
  • BIG Mix (Mixed Fruit Flavor)
  • BIG Cola Mini (e.g., Strawberry Cheesecake Flavor)

• Non-Carbonated Beverages:

  • VIDA Drinking Water
  • FRATTO Coffee – ready-to-drink coffee beverages

• Energy Drinks:

  • Volt Energy Drink – formulated for performance and stamina

• Juices and Nectars:

  • Cifrut – fruity nectars rich in vitamins

• Bottled Water:

  • Cielo – high-quality drinking water brand from the group’s Latin American portfolio

These products are available in various sizes and packaging formats including PET bottles, cans, and multi-packs suited for both traditional trade and modern retail outlets.

Brand Strategy

AJE Group’s most recognized brand in Thailand is BIG Cola, which has earned a significant share in the carbonated soft drink market by positioning itself as a value alternative to global giants. Other emerging brands such as VIDA and Volt are strategically marketed for health-conscious and active consumer segments.

Market Reach and Distribution

• AJE Thai products are distributed throughout Thailand via:

  • Modern trade: 7-Eleven, Tesco Lotus, Big C
  • Traditional trade: small grocery retailers, foodservice outlets
  • Online platforms: Shopee, Lazada, and e-commerce grocery partners

• The company supports nationwide logistics with cold chain capabilities to ensure product freshness and quality.

• AJE Thai also exports to neighboring ASEAN markets under the AJE Group’s regional distribution framework.

Competitive Advantages

• Affordability: Delivers price-competitive products with high perceived value
• Innovation: Regularly introduces new flavors tailored for local taste profiles
• Speed to Market: Agile product development and flexible manufacturing capabilities
• Localization: Adjusted branding, sizing, and flavoring to suit Thai consumer behavior

Production Capabilities

• Manufacturing plant located in Chonburi, operating under AJE Group’s strict global quality protocols
• Fully automated production lines with capabilities for:
  • Carbonation
  • Bottling and canning
  • Multiformat packaging
• High-volume capacity for meeting both domestic and regional demand

Certifications and Quality Assurance

AJE Thai adheres to internationally recognized standards, including:

• ISO 9001
• HACCP
• GMP
• Halal Certification

Products are also tested for compliance with Thai FDA and ASEAN harmonized food regulations.

Leadership

The Thailand division is overseen by Soren Konegrad Laoridsen, who brings extensive experience in FMCG operations, strategic market expansion, and cross-cultural brand management. Under his leadership, AJE Thai continues to scale both in volume and market penetration across multiple beverage categories.

Marketing and Public Engagement

• AJE Thai leverages high-impact TV commercials, influencer campaigns, and sponsorships in local sports events
• BIG Cola has been prominently positioned through pop culture collaborations and youth-centric promotions
• Regular product engagement through sampling, festivals, and CSR campaigns in communities across Thailand

Social Responsibility and Sustainability

• Active participation in community hydration programs using VIDA and Cielo
• Investments in eco-friendly bottling initiatives and plastic reduction
• Employment of local workforce and partnerships with Thai SMEs for distribution and logistics

Recognition

• BIG Cola brand has been cited among the top value beverage choices in Thailand by regional market surveys
• AJE Group, including its Thai operations, has been featured in Euromonitor and Beverage Daily reports as a disruptive force in emerging markets

AJE Thai Co., Ltd. continues to expand its reach in the Thai beverage market by offering affordable, innovative, and high-quality alternatives to traditional soft drink products. With a deep understanding of local consumer needs and the backing of a globally scaled operation, AJE Thai is a dynamic player reshaping the region's beverage landscape.