Hero Good Co., Ltd. is an emerging Thai health food company that specializes in plant-based nutritional products under the flagship brand "Pinigan." Headquartered in Bangkok, Thailand, the company is focused on delivering functional foods that meet the needs of health-conscious consumers in Southeast Asia and beyond. Their product philosophy centers around clean-label, allergen-free, and sustainable nutrition solutions that support modern lifestyles.
Company History and Background
Founded in the early 2020s, Hero Good Co., Ltd. was established in response to the growing demand for plant-based diets, functional wellness, and sustainable food systems in Thailand. The company's founder, Sirikarn Siraworachat, launched the business with a mission to promote healthier protein alternatives without compromising taste or environmental values. The Pinigan brand has since gained traction in Thailand’s urban health food scene, especially among fitness enthusiasts and young professionals.
Core Business
Hero Good Co., Ltd.’s core business involves:
- Development of high-protein, plant-based dietary supplements
- Manufacturing and packaging of allergen-free, gluten-free health products
- Domestic retail and direct-to-consumer sales through online channels
- Export of vegan food products to regional markets
The company integrates research-backed nutritional science with modern food engineering to ensure bioavailability and product performance.
Product and Service Offerings
Primary Product Line:
- Pinigan Plant-Based Protein Powder:
- Contains pea protein isolate, rice protein, and essential vitamins
- Free from soy, gluten, dairy, and preservatives
- Flavors include Original, Matcha, Chocolate, and Thai Tea
Packaging Formats:
- 500g resealable pouches
- Single-serve sachets (30g)
- Custom packaging for B2B clients
Supplementary Offerings:
- Branded merchandise and shaker bottles
- Nutritional consultation and product bundling for fitness studios and wellness retailers
Specialisation and Core USP
- Clean-label Protein: No artificial colors, additives, or allergens
- Locally Sourced Ingredients: Supports sustainable Thai agriculture with raw material procurement from verified farms
- Formulated for Asian Lifestyles: Developed to suit common dietary needs and flavor preferences in Southeast Asia
- Vegan and Keto-Friendly: Designed to align with popular diet plans without compromising taste or nutrition
Financials
While the company is privately held and does not publish detailed financial statements, industry estimates suggest annual revenues in the range of USD 1–2 million based on D2C and retail distribution across Thailand. Revenue has shown a compound annual growth rate (CAGR) exceeding 30% over the last two years, driven by rising vegan trends and e-commerce sales channels.
Shipment and Export Insights
According to shipping data reviewed via import-export tracking tools:
- Hero Good Co., Ltd. has initiated small-batch exports to Singapore, Hong Kong, and Vietnam since mid-2023
- Key international product: Pinigan Original Plant-Based Protein 500g
- Export volumes remain modest, averaging 5–10 pallets per quarter, but show upward momentum with distribution partnerships under development in Singapore and Malaysia
Target Market
- Urban Millennials and Gen Z: Health-conscious consumers prioritizing fitness, convenience, and ethical food choices
- Fitness & Wellness Studios: B2B supply of protein sachets and co-branded nutrition programs
- Vegan & Allergen-Free Segments: Individuals with dietary restrictions seeking clean alternatives to traditional whey-based supplements
Capabilities
- Manufacturing Facility: GMP-certified production plant located in Thailand with batch blending, nitrogen-sealed packaging, and custom flavor development
- Production Capacity: Up to 5 metric tons of protein powder per month
- E-commerce Fulfillment: Integrated Shopify and local delivery services for nationwide coverage
Certifications and Compliance
- GMP (Good Manufacturing Practices) Certified
- FDA Thailand Product Registration
- Vegan Certified (Independent Thai Vegan Organization)
- ISO 22000 Compliance (Food Safety Management System) – In Progress
These certifications enhance consumer confidence and are aligned with their export goals.
Customer Testimonials
- “Pinigan protein is a game-changer for my fitness journey. It’s the only protein that doesn’t cause bloating or discomfort. Love the Thai Tea flavor!” – Verified Customer Review, Shopee Thailand
- “We chose Pinigan for our yoga studio clients because it offers clean, digestible protein that aligns with our wellness philosophy.” – Studio Owner, Bangkok Wellness Chain
Major Achievements
- Shortlisted for THAIFEX Future Food Innovation Showcase 2024
- Partnered with major health food distributors in Bangkok and Chiang Mai
- Achieved over 15,000 units sold online within first 18 months of launch
- Featured in Matichon Online and Thai PBS Health Segment for promoting local innovation in clean nutrition
Hero Good Co., Ltd. is steadily positioning itself as a pioneering force in Southeast Asia’s plant-based nutrition movement, combining clean ingredients, modern science, and ethical sourcing to create products that resonate with the values of today’s health-focused consumers.
