Exhibiting at Thaifex - Anuga Asia 2025

New Concept Product Co., Ltd., headquartered in Bangkok, Thailand, is a pioneering manufacturer and exporter of herbal beverages, functional drinks, and health supplements. With over 25 years of experience in the health and wellness industry, the company has established a strong brand presence both in Thailand and across international markets through its well-known product lines such as FITNE, HOTTA, and MZEL.

Core Business

New Concept Product specializes in the research, development, manufacturing, and global distribution of health-focused herbal drinks and dietary supplements. The company combines traditional Thai medicinal knowledge with modern food technology to deliver products that support wellness, detoxification, immunity, and lifestyle health.

Product and Service Offerings

New Concept Product's portfolio is segmented into key product categories:

• Herbal Beverages:

  • FITNE Herbal Infusion Tea (natural herbal tea for detox and digestion)
  • FITNE Coffee (instant coffee with dietary fiber and weight control support)
  • HOTTA Instant Ginger Drink (pure ginger beverage for immunity and digestion)
  • HOTTA Fusion Cool (ready-to-drink flavored ginger beverage)
  • TUMTHIP Instant Bael Fruit Drink (traditional Thai fruit herbal tea)

• Functional Beverages:

  • MZEL Men's Coffee (formulated with black ginger extract, ginseng, L-Arginine, and zinc for male vitality)

• Herbal Supplements:

  • LADINA Women's Herbal Supplement (hormonal balance and vitality enhancement)

These products are distributed in various formats including sachets, instant powders, and RTD (ready-to-drink) beverages, targeting both retail and bulk OEM/ODM markets.

Specialisation and Core USP

New Concept Product's competitive advantages include:

• First-mover in Thailand’s herbal weight control tea segment with FITNE
• Leader in functional ginger beverages through the HOTTA brand
• R&D-backed formulations combining Eastern herbs and modern nutrition science
• International quality compliance for exports across Asia, Middle East, and Europe
• Private label manufacturing capabilities with end-to-end product development support

The company’s extensive use of black ginger, ginger extract, bael fruit, and senna highlights its deep integration with traditional Thai and Asian herbal practices.

Financials

Although specific revenue figures are not publicly disclosed, industry sources rank New Concept Product among the top Thai health beverage exporters. The success of FITNE and HOTTA in ASEAN and Middle Eastern markets reflects sustained multi-million USD annual turnover, with strong shelf presence in supermarkets, health stores, and pharmacies.

Shipment and Export Data

New Concept Product exports to over 20 countries including:

• China
• Vietnam
• Malaysia
• United Arab Emirates
• Saudi Arabia
• Philippines

Export shipments include container-load volumes of herbal beverages and private-label SKUs. FITNE Tea and HOTTA Ginger are particularly strong performers in retail chains and e-commerce platforms across Asia and the Gulf.

Target Market

Their diverse product range targets:

• Health-conscious consumers focused on weight management and detox
• Functional beverage consumers (energy, digestion, immunity)
• Herbal remedy seekers in traditional medicine markets
• Private label clients seeking OEM solutions
• Supermarkets, drug stores, and online health retailers

New Concept Product also customizes products for different demographic groups, such as male enhancement (MZEL) and female hormonal support (LADINA).

Capabilities

• Modern GMP and HACCP certified manufacturing facility in Thailand
• In-house R&D and flavor development team
• Comprehensive OEM/ODM service (branding, formula, packaging)
• Flexible packaging formats (sachet, can, pouch, bottle)
• Logistics and export documentation support for over 20 markets

Their ability to innovate in packaging and formulations has made them a reliable partner for emerging health beverage brands worldwide.

Certifications and Compliance

The company complies with global standards and holds:

• GMP Certification
• HACCP Certification
• Thai FDA registration
• Halal Certification (for products targeted at Muslim markets)

These certifications ensure compliance with retail and regulatory requirements in all export destinations.

Customer Testimonials

Customers consistently praise the company’s products for taste, efficacy, and packaging quality. FITNE Tea is widely recommended by health influencers and consumers as a gentle detox aid, while HOTTA Ginger is praised for its rich ginger flavor and immune-support benefits.

Major Achievements

• Developed FITNE, Thailand’s most recognizable detox tea brand
• Exported over 1 million units annually of HOTTA Ginger worldwide
• Awarded multiple recognitions for product innovation and quality by Thai government bodies
• Expanded brand portfolio to include MZEL, LADINA, and SAREELA
• Pioneered herbal functional drinks in Southeast Asia with strong brand loyalty

New Concept Product Co., Ltd. continues to lead Thailand’s herbal wellness product segment, combining tradition, science, and global quality standards to serve a growing international demand for health and functional foods.