Foodstar Co., Ltd. is a leading beverage manufacturer in Thailand, renowned for its innovative range of fruit juices, yogurt drinks, and functional beverages under household brand names such as DeeDo, Mikku, Yoku, and Fruitales. Headquartered in Sam Phran, Nakhon Pathom province, the company has built a strong domestic and international footprint in the fast-moving consumer goods (FMCG) beverage sector.
Company History and Development
Established in the early 1990s, Foodstar Co., Ltd. started with a mission to create high-quality, affordable fruit-based beverages tailored to the tastes of Thai consumers. Over the years, the company has grown from a local player to an export-driven brand with distribution across more than 25 countries, including key markets in Asia, the Middle East, and Africa.
Its flagship brand, DeeDo, launched in 1994, is now one of the most recognizable names in Thailand’s fruit juice market, especially among school-aged children and families.
Product and Service Offerings
Foodstar’s product portfolio caters to a diverse consumer base and includes:
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Fruit Juices:
- DeeDo: Available in various flavors like orange, grape, apple, and mixed fruit.
- Yoku: Infused with nata de coco, targeting health-conscious and young adult consumers.
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Yogurt Drinks:
- Mikku: Combines probiotics and natural flavors, popular among teens and young adults.
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Sparkling Beverages:
- Fruitales: A carbonated fruit drink range, positioned for lifestyle and festive occasions.
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Functional Beverages:
- DeeDo Max C: High in Vitamin C, targeting immunity and wellness segments.
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Herbal and Traditional Drinks:
- Includes Chrysanthemum Tea, Tamarind Juice, and Roselle Tea—traditional drinks adapted to RTD (ready-to-drink) formats.
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Frozen Desserts and Ice Products:
- Carrageenan jelly desserts and ice sticks catering to summer refreshment needs.
Specialization and Unique Selling Proposition
Foodstar differentiates itself through:
- R&D Capabilities: Advanced formulation labs and flavor customization expertise.
- Consumer-Centric Innovation: Focused on taste, health, and convenience.
- Strong Brand Equity: With DeeDo achieving over 80% brand recognition in the Thai juice box segment (source: local FMCG market reports).
- Cost-Effective Packaging: Tetra Pak and pouch-based formats optimized for retail and institutional distribution.
Financial and Market Strength
While Foodstar Co., Ltd. is privately held and does not publicly disclose detailed financials, estimates from industry analysts and public sources suggest:
- Annual revenue: Approximately THB 2.5–3 billion (~USD 70–85 million) as of FY 2023.
- Export Share: More than 35% of total sales attributed to overseas markets.
- Production Capacity: Exceeds 500 million units/year across all beverage lines.
International Shipments and Export Insights
Export data obtained from platforms like ImportYeti and Volza indicates:
- Top Export Destinations: Vietnam, Cambodia, Myanmar, UAE, Saudi Arabia, and China.
- Average Shipment Volume: 1–2 containers/month per country.
- Product Codes: Regular usage of HS Code 2009 (fruit juices), 2202 (non-alcoholic beverages), and 0403 (yogurt-based beverages).
Target Market
Foodstar targets multiple consumer segments:
- Children and teenagers (DeeDo and Mikku)
- Young adults and wellness seekers (Yoku and DeeDo Max C)
- Export-focused ethnic and diaspora markets looking for Asian beverages
- Institutional buyers like schools, hospitals, and government agencies
Capabilities
- Integrated Supply Chain: In-house manufacturing, cold storage, and logistics capabilities.
- OEM Services: Offers white-label manufacturing for global private label brands.
- R&D Labs: Continuous flavor development and health-focused drink innovations.
Certifications and Compliance
To meet both domestic and international standards, Foodstar holds:
- GMP (Good Manufacturing Practice)
- HACCP (Hazard Analysis Critical Control Points)
- HALAL Certification
- FDA Thailand Approval for all domestic product lines
These certifications ensure safety, hygiene, and global export readiness.
Customer Feedback and Testimonials
While formal testimonials are limited in the public domain, social media platforms such as Facebook and YouTube showcase frequent customer engagement and positive sentiment, particularly for DeeDo and Mikku. Promotional campaigns and consumer reviews consistently highlight taste, affordability, and trust in the brand.
Achievements
- Over 30 years in the beverage manufacturing industry
- Exported to more than 25 countries
- Recognized with Thailand Trust Mark (T Mark) certification
- Official supplier to national school meal and drink programs in Thailand
- Participation in global trade fairs including THAIFEX, Gulfood, and SIAL
Foodstar Co., Ltd. continues to lead in the value-driven beverage space, blending tradition with innovation to deliver refreshing solutions for modern consumers across the globe.
