Flugel Co., Ltd., headquartered in Samut Prakan, Thailand, is a rising star in the natural and functional food industry, known for its health-forward snack brand Grainey. Specializing in granola-based snacks, multigrain drinks, and brown rice crisps, the company is at the forefront of Thailand’s innovation in clean-label and convenience-driven nutrition products.
Core Business
Flugel Co., Ltd. operates under the guiding principle of making healthy snacking enjoyable and accessible. The company focuses on:
- Manufacturing multigrain and granola-based snack foods
- Producing instant health drinks and porridge for wellness-conscious consumers
- Exporting snack products under the Grainey brand to international markets
- Offering private label and OEM services for global partners
By combining traditional Thai ingredients with modern food technology, Flugel delivers snacks that are high in nutrition and tailored for on-the-go consumption.
Product Offerings
Under the Grainey brand, the company’s extensive product lineup includes:
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Granola Bars:
- Naked Granola Bar Chocolate Chip Almond Flavour
- White Chocolate Chip Cranberry Flavour
- Chocolate Hazelnut Flavour
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Cookies:
- Mini Almond Cookies with Multigrain Chocolate Chip
- Mini Almond Cookies with Multigrain, Cranberry & Strawberry
-
Granola Cups:
- Chocolate Chip Cookie Flavour
- Cookies & Cream Flavour
-
Popped Brown Rice Snacks:
- Sour Cream & Onion
- Spicy Barbecue
- Honey Butter
-
Instant Multigrain Drinks:
- Chocolate Malt Flavour
- Vanilla Malt Flavour
-
Porridge:
- Grainey Congee – enriched multigrain rice porridge
These products cater to individuals seeking low-calorie, high-fiber, low-sugar, and allergen-friendly snacking options, and are available in a variety of packaging sizes suited for both retail and foodservice sectors.
Specialization and Core USP
Flugel Co., Ltd. is distinguished by:
- Functional grain formulations using Thai brown rice, oats, millet, flaxseed, and chia
- Development of clean-label products with no artificial preservatives, flavorings, or colorings
- Snack innovations that combine taste, texture, and nutrition
- A highly adaptable production system for OEM and white label exports
The company appeals to modern consumers who demand guilt-free snacking and nutrient-dense, portable foods.
Financials and Market Performance
While Flugel Co., Ltd. does not disclose public financial data, available trade insights indicate:
- Consistent growth in domestic and ASEAN markets since the brand’s introduction
- Expansion into Vietnam, Malaysia, the Philippines, and the Middle East
- Estimated annual production capacity of over 2 million snack bars
- Revenue in the range of USD 2–4 million, driven by strong retail partnerships and e-commerce growth
Participation in health expos and listings on major Asian food export platforms reflects a solid export strategy.
Target Markets
The Grainey product line is targeted at:
- Health-conscious millennials and Gen Z consumers
- Urban professionals seeking nutritious, portable snack options
- Parents and families preferring whole grain and multigrain-based diets
- Export distributors looking for affordable, health-driven Thai snack products
The company also supports school nutrition programs and wellness clinics as institutional buyers.
Capabilities
Flugel Co., Ltd. operates a specialized manufacturing facility featuring:
- Automated granola mixing and baking systems
- Dehydration and toasting lines for brown rice and nuts
- In-house blending and packaging systems for instant drinks
- Customization capabilities for flavor, packaging format, and nutrition profile
Production is tailored to meet both small batch trial runs and large-scale export volumes.
Certifications and Compliance
Flugel’s operations are in compliance with:
- Thai FDA regulations
- GMP (Good Manufacturing Practice)
- HACCP food safety standards
- Halal Certification (pending in some SKUs)
- Fully labeled with nutrition facts and allergen information for export readiness
Their products are aligned with global standards for healthy snack formulation and marketing.
Shipment Records
According to export records and trade partnerships:
- Flugel Co., Ltd. ships palletized cartons of granola bars and brown rice snacks to ASEAN and GCC countries
- Most popular SKUs: Grainey Plus Naked Granola Bar, Popped Brown Rice Snacks, and Instant Multigrain Drink
- Export-friendly formats: 12–24 count retail boxes and bulk packaging for distributors
- Logistics coordination includes documentation support for FDA, Halal, and GACC requirements
Shipments are managed through sea and air freight depending on shelf life and destination.
Customer Testimonials
Feedback from B2B clients and health food resellers includes:
- Positive consumer response to flavor and texture
- Strong packaging appeal and shelf presentation
- Competitive pricing for premium positioning in the healthy snacks category
- Fast and supportive communication from the export sales team
Repeat orders and successful trial runs for private label clients have led to long-term distributor contracts.
Achievements
- Grainey products listed in major Thai natural food stores and online retailers
- Finalist in Thailand Health Food Innovation Awards
- Represented Thailand at regional food expos including THAIFEX – Anuga Asia
- Successfully developed multi-format packaging options for global private label clients
Flugel Co., Ltd. continues to scale its mission of delivering smart nutrition through functional snacks and grain-based foods, combining Thai agricultural value with international snack trends through its Grainey brand.
