Mae-Ruay Snack Food Factory Co., Ltd., widely recognized by its flagship brand Koh-Kae, is one of Thailand’s most iconic snack food manufacturers and a dominant player in the Asian nut-based snack industry. Established in 1964, the company has grown from a local family business into a globally recognized exporter, known for its signature coated peanuts and a diverse portfolio of snack innovations.
Company Overview
Headquartered in Bangkok, Mae-Ruay Snack Food Factory Co., Ltd. operates with a vertically integrated production and export model. It is the owner of the Koh-Kae brand, which has become synonymous with coconut cream-flavored coated peanuts in over 50 international markets. The company’s facilities are certified under GMP, HACCP, and ISO 9001 standards, supporting both domestic mass retail and international private label production.
As of 2023, the company employs over 1,400 staff and produces approximately 3,000 kg of snacks per hour, reflecting a high-volume manufacturing capacity with consistent quality assurance.
Product Categories
Mae-Ruay offers a wide and continually evolving range of snack products:
1. Coated Peanuts (Koh-Kae Original)
- Coconut Cream
- Chicken
- Coffee
- Shrimp
- Nori-Wasabi
- Tom Yum
- BBQ
- Durian
- Mala (spicy Sichuan)
2. Other Nuts and Beans
- Roasted Peanuts (salted, honey roasted)
- Green Peas (wasabi, spicy)
- Broad Beans
- Mung Beans
3. Koh-Kae Max Series
- Squid Flavor
- Texas BBQ
- Wasabi & Japanese Sauce
- Cheese
4. Premium Nut Natur Line
- Roasted Almonds
- Pistachios
- Cashews
5. Crackers & Biscuits
- Zico Sticks (seasoned cracker sticks)
- Nelie Crackers
6. Other Products
- Shrimp Crackers
- Corn Snacks
- Jelly Drinks
Production & Facilities
- Main Factory Location: Bangkhuntien-Chaitalay Road, Bangkok
- Processing Volume: Approx. 3,000 kg/hour
- Certifications:
- ISO 9001 (since 2000)
- GMP & HACCP (since 2002)
- Halal Certification for multiple product lines
- Innovation Capacity: In-house R&D for flavor development and texture optimization
- Packaging Lines: Fully automated, customizable for domestic and export SKUs
Market Presence and Global Reach
- Domestic Market: Holds an estimated 50% share of Thailand's nut-based snack category
- Export Markets: Products exported to over 50 countries, including:
- United States
- China
- Japan
- Germany
- Vietnam
- Middle East
- Australia
Export Logistics & Distribution
- Regular shipments to top global ports (e.g., New York, Rotterdam, Shanghai)
- Compliant with FDA (U.S.) and EU food import regulations
- Export accounts for approximately 20% of total revenue
Financial Insights
- Estimated Annual Revenue: THB 2.5 billion (~USD 70 million) as of 2019
- Revenue Composition:
- 80% Domestic Sales
- 20% International Exports
- Growth Drivers:
- Expansion into premium nut segments
- New flavor launches targeting regional palates
- Private label production partnerships
Brand Portfolio
Mae-Ruay’s robust brand ecosystem includes:
- Koh-Kae: Original coated peanuts and green peas
- Nut Natur: Premium roasted nuts for health-conscious consumers
- Koh-Kae Max: Bold, layered-flavor snack line targeting younger demographics
- Beary: Character-themed snack innovations aimed at children
Marketing and Consumer Engagement
- Social Media: Active brand presence via Facebook and localized campaigns
- Mascot Branding: The Koh-Kae cartoon mascot is one of Thailand’s most recognizable snack icons
- Collaborations: Limited-edition flavors in partnership with pop culture and culinary brands
Corporate Leadership
- Chairman: Mr. Somboon Panichayanon
- The leadership team blends heritage management with a forward-looking strategy to align product innovation with global consumer trends.
Awards and Recognition
- Recognized at ThaiFex and SIAL Asia for innovative snack formulation
- Recipient of Thai FDA “Food Safety Excellence” award
- Featured in international trade directories including the Thailand Halal Directory and ThaiTrade
Sustainability and Community Engagement
- Committed to reducing plastic packaging by 30% by 2025
- Supports community sourcing programs and local employment initiatives
- Energy-efficient machinery upgrades across factories to reduce carbon footprint
Strategic Goals
- Launch a plant-based snack line by 2025
- Expand Koh-Kae Max and Nut Natur lines into EU and GCC markets
- Increase export revenue contribution to 30% by 2027
- Strengthen private label manufacturing partnerships with global retailers
Mae-Ruay Snack Food Factory Co., Ltd. continues to evolve while maintaining its legacy of quality and flavor leadership. With a firm commitment to innovation, food safety, and market expansion, it remains a standout force in the international snack industry.
