Crossmax Retail Co., Ltd., based in Bangkok, Thailand, is an innovative beverage company specializing in high-protein, health-focused functional drinks under the flagship brand Hooray!. Established with a mission to offer nutritious and convenient alternatives to traditional dairy and sports beverages, Crossmax Retail leverages advanced food science and premium ingredients to cater to fitness enthusiasts, wellness seekers, and health-conscious consumers in Thailand and across Asia.
The company is at the forefront of Thailand’s protein beverage segment, offering lactose-free, plant-based, and probiotic-rich drinks that combine functionality with great taste and clean-label integrity.
Core Business
Crossmax Retail's business is focused on:
- Development and manufacturing of functional, high-protein beverages
- Distribution and branding of health-driven ready-to-drink (RTD) formats
- Expansion into plant-based and probiotic-infused drinks for both retail and export markets
Their product range is tailored to support active lifestyles, dietary goals, and wellness routines.
Product and Service Offerings
Under the Hooray! brand, Crossmax Retail offers a diverse product lineup with macro-optimized profiles:
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Protein Shakes:
- Made with grass-fed milk
- 30–33g protein per 330ml bottle
- Lactose-free, gluten-free, and sugar-reduced
-
Plant-Based Protein Drinks:
- Vegan and dairy-free
- 27–30g protein per bottle from pea and soy isolates
- Suitable for flexitarians and athletes avoiding dairy
-
Coffee Protein Drinks:
- 100% Arabica cold brew coffee
- 21g protein per bottle
- Combines caffeine and protein in one convenient drink
-
Nut Milk:
- Almond and hazelnut milk blends
- No added sugar
- Calcium-enriched for dairy alternatives
-
Protein Powders:
- Available in whey and pea protein options
- 23–31g protein per serving
- Ideal for shake blends and cooking applications
-
Greek-Style Protein Yogurt Drink:
- 12g protein and 10 billion CFUs probiotics per 230ml bottle
- Only 2g of sugar
- Functional gut-health and muscle-recovery formulation
These products are available in RTD bottles and powder pouches for retail and institutional buyers.
Specialization and Core USP
Crossmax Retail’s unique market position is built on:
- Macro-Balanced Formulations: Optimized ratios of protein, fats, and carbs per use case
- Lactose-Free Technology: Utilizes enzymatic processing for dairy intolerance support
- Clean Label Ingredients: Non-GMO, preservative-free, and high-digestibility ingredients
- Local Innovation with Global Quality: Thai manufacturing with international taste standards
The Hooray! product line targets athletes, dieticians, and everyday consumers seeking trustworthy nutrition without compromise.
Financials
While private and not publicly listed, industry sources estimate:
- Annual Revenue: USD 2.5–4 million (as of 2024)
- Strong domestic growth in modern trade and e-commerce channels
- Rapid year-on-year sales increases in the protein RTD segment (est. 25–30% annualized growth)
Product pricing ranges between THB 75–95 per RTD bottle, making it a premium product with mass appeal.
Shipments and Export Data
Trade platform insights and commercial partnerships suggest:
- Export Markets: Singapore, Hong Kong, Vietnam, and UAE
- Top Exported SKUs: Protein Shake (Vanilla), Plant Protein (Matcha), Coffee Protein
- Estimated Export Volume: Over 250,000 bottles exported in 2023
- Distribution through regional health food stores and functional beverage importers
Crossmax has also explored B2B partnerships with gyms, wellness cafés, and chain supermarkets abroad.
Target Market
The company strategically targets:
- Fitness Enthusiasts and Athletes: For muscle recovery and high-protein dietary needs
- Young Professionals: Seeking convenience and functional nutrition
- Retailers and Distributors: Modern trade, specialty health stores, and ecommerce platforms
- Export Partners: Looking for high-demand, Southeast Asian functional drink brands
The brand is also positioned for co-branding opportunities with lifestyle and fitness influencers.
Capabilities
- Production: High-speed aseptic filling lines for dairy and plant-based drinks
- R&D: In-house nutritionists and food technologists for continuous innovation
- Packaging: Fully recyclable PET bottles with tamper-proof seals
- Distribution: Integrated supply chain with cold logistics for sensitive SKUs
Crossmax operates under modern food manufacturing protocols and scalable production models.
Certifications and Compliance
- Thai FDA certified
- GMP (Good Manufacturing Practice) compliant
- HACCP certification for food safety
- HALAL certification for selected products
- Compliant with ASEAN and GCC export documentation
Customer Testimonials
“The Coffee Protein from Hooray! is a game-changer—tastes great and fits my macros. I drink it after every gym session.”
— Fitness Influencer, Bangkok (Instagram review, 2023)
“We chose Hooray! as our primary protein beverage supplier due to their product stability and excellent flavor options. Our customers love the Greek yogurt drink especially.”
— Regional Health Store Chain, Singapore (B2B feedback, 2024)
Major Achievements
- Recognized as one of Thailand’s Top 10 Functional Beverage Startups (Startup Thailand Awards, 2023)
- Sold over 1 million bottles across Southeast Asia by end of 2024
- Developed Thailand’s first lactose-free, high-protein yogurt drink with probiotics
- Expanded into 400+ retail locations including Tops, Gourmet Market, and LazMall
- Launched digital nutrition tracking integration in 2024 for smart bottle customers
Crossmax Retail Co., Ltd. is redefining the future of health beverages in Southeast Asia with its forward-thinking innovation, high-quality ingredients, and strategic market positioning through the Hooray! brand.
