Product Offerings
Product Categories:
Beverages, Biscuits, Cookies, Snacks
Products:
Snacks: Julie's Biscuits, Richwell Chocomalt Cookies
Beverages: OWL Coffee, Feliz Korean Tea
Spreads: Feliz Korean Spread
Baby Products: Applecrumby Diapers
New Wave Asia Co., Ltd. is a prominent importer and distributor of premium international food and lifestyle products based in Bangkok, Thailand. With a reputation built over years of strategic sourcing and brand positioning, the company plays a significant role in shaping Thailand’s FMCG and retail landscape.
Company Overview
New Wave Asia Co., Ltd. was established with a vision to introduce global quality products to the Thai market, focusing on lifestyle-enhancing goods across food, beverage, and baby care segments. By partnering with renowned international brands, the company has positioned itself as a gateway for global products to enter and thrive in Southeast Asia.
Product Portfolio
New Wave Asia’s portfolio is highly diversified and strategically curated to cater to modern Thai consumer preferences. Their major product categories include:
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Snacks:
- Julie’s Biscuits (Malaysia) – widely known for its cream sandwiches, crackers, and rolls.
- Richwell Chocomalt Cookies – chocolate malt-based snack treats.
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Beverages:
- OWL Coffee (Singapore) – 3-in-1 and white coffee blends, one of the top coffee brands in Singapore.
- Feliz Korean Tea – specialty Korean tea mixes catering to health-conscious consumers.
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Spreads:
- Feliz Korean Spread – fruit- and nut-based Korean spreads with a premium appeal.
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Baby Products:
- Applecrumby Diapers (Malaysia) – organic and hypoallergenic baby diapers, gaining traction in Thailand’s premium baby care market.
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Additional Brands Distributed:
- Lotus Biscoff – iconic caramelized biscuits and spread.
Specialization & USP
New Wave Asia stands out through:
- Exclusive distribution partnerships with well-known ASEAN and Korean brands.
- A focus on premium and health-oriented lifestyle products.
- Strong multi-channel distribution, including modern trade, traditional trade, and e-commerce platforms.
- A strategic understanding of Thai consumer behavior and retail trends.
Target Markets
The company’s distribution network targets:
- Retail Chains – Big C, Tops Market, Gourmet Market, Villa Market.
- E-commerce platforms – Shopee, Lazada, JD Central.
- Specialty Stores – Organic and baby-focused retailers.
- Foodservice clients – Cafe chains and boutique hotel suppliers.
Financials
Though privately held and not publicly disclosing revenue, the scale and diversity of brands under New Wave Asia’s portfolio suggest an estimated annual turnover in the tens of millions of Thai Baht. The company’s presence in national retail chains and its e-commerce footprint point to a robust and expanding revenue base.
Shipment Records
Based on third-party trade databases:
- Estimated Imports per Year: Over 100 containers annually.
- Key Source Markets: Malaysia, Singapore, South Korea, Belgium.
- Product Classifications: Primarily HS Codes under 190531 (biscuits), 210111 (instant coffee), and 961900 (baby diapers).
These records validate New Wave Asia’s active role in international sourcing and local supply chain management.
Certifications & Compliance
New Wave Asia ensures:
- Products comply with Thai FDA regulations.
- Import documentation and labeling conform to Ministry of Public Health standards.
- Baby products meet hypoallergenic and eco-friendly certifications such as OEKO-TEX® and SGS (specific to Applecrumby brand).
Capabilities
- Warehousing & Cold Chain – Temperature-controlled logistics for perishable and sensitive goods.
- Market Entry Consultancy – Support for foreign brands entering Thailand.
- Brand Management – Localized marketing and promotions for distributed products.
- Retail Merchandising – In-house teams to support in-store execution and visibility.
Customer Testimonials & Brand Sentiment
While formal testimonials are not publicly listed, customer reviews on retail platforms indicate:
- Strong consumer loyalty for Julie’s and OWL Coffee.
- Trust in quality and authenticity of imported goods.
- Preference among Thai parents for Applecrumby’s safety and quality.
Achievements
- Successfully scaled Julie’s Biscuits to mainstream Thai supermarkets.
- Expanded OWL Coffee’s availability into leading convenience stores.
- Instrumental in introducing Korean health food and baby products to the Thai market.
New Wave Asia Co., Ltd. continues to bridge global consumer brands with Thai consumers through strategic sourcing, efficient distribution, and a strong retail presence.