Catering to health-conscious consumers with the concept “B’lue – Light but Loaded”: Easy to drink, refreshing, and packed with benefits
Sappe Public Company Limited (SAPPE) continues to strengthen its position in the vitamin water market with the launch of two new flavors under the “B’lue” brand – Muscat Grape and Strawberry. These offerings target Gen Y and Gen Z consumers who seek tasty, refreshing, and stylish health drinks that reflect their unique identities. The drinks are enriched with vitamins C, B3, B6, and B12, catering to the diverse needs of today’s health-conscious consumers. The campaign’s concept, “B’lue – Light but Loaded,” emphasizes not just appearance, but also flavor and functionality. The new B’lue drinks are now available at 7-Eleven stores nationwide.
Ms. Piyajit Ruckariyapong, Chief Executive Officer of Sappe Public Company Limited (SAPPE), shared her insights on the direction of Thailand’s functional drink market, which continues to grow steadily and demonstrates strong potential. According to Euromonitor data from 2024, the market value has reached 5.3795 billion baht, showing a 5.55% increase from the previous year. This reflects a rising health awareness among consumers, especially in the fast-growing vitamin water segment. Today’s consumers are not only looking to quench their thirst but also seeking health benefits, great taste, and a brand image that resonates with their identity.
As an innovation-driven beverage brand, SAPPE keeps its finger on the pulse of today’s lifestyle trends. The company continuously studies consumer behavior through extensive market research. Findings reveal that modern consumers, particularly Gen Y and Gen Z, are shifting their drink preferences. They now seek a holistic experience that includes flavor, refreshment, health benefits, and stylish product design elements that complement their daily activities, whether studying, working, or relaxing. This aligns with the growing global trend of well-being lifestyles.
To respond to this trend, SAPPE has launched its latest vitamin water under the “B’lue” brand in two new flavors: Muscat Grape and Strawberry. These were developed based on popular drink flavors in the Asian region, combining essential vitamins C, B3, B6, and B12 in one bottle. With their sweet and refreshing taste, these beverages are easy to drink and reflect the preferences of today’s consumers who value both health and enjoyment.
“Muscat Grape has clearly emerged as a trending flavor with its premium, fruity sweetness, making it a favorite among consumers across Asia in various product categories. Meanwhile, Strawberry remains a classic favorite thanks to its sweet and tangy flavor, easy drinkability, and refreshing appeal. SAPPE developed these two flavors based on in-depth research and real consumer product testing to ensure that B’lue vitamin water truly meets the needs of health-conscious and style-savvy consumers. This launch marks another significant milestone for SAPPE in delivering innovative beverages that offer health, great taste, and a strong image highlighting our commitment to understanding and fulfilling consumer needs,” said Ms. Piyajit.
The two new B’lue flavors are now available at 7-Eleven convenience stores nationwide, priced at 20 baht per bottle. SAPPE is also launching a marketing campaign and online engagement activities through Facebook and Instagram: BeMoreWithBlue, aiming to foster deeper connections with consumers’ lifestyles.
