Sappe Public Company Limited (SAPPE), Thailand’s leading functional beverage innovator, reinforces the success of its vitamin drink brand B’lue with the highly anticipated return of the popular “B’lue Summer Smoothie” campaign. Following last year’s remarkable sold-out phenomenon within just three months of launch, the campaign returns this summer with two refreshing flavors inspired by fan-favorite smoothie menus: Watermelon Smoothie and Yogurt Jelly.

Under the concept “Crystal Clear, Smoothie-Intense Flavor,” the campaign aims to energize Thailand’s flavored drink market while expanding its consumer base among Generation Z and Generation Y, who seek value in taste, health benefits, and lifestyle appeal—all in one bottle. The limited-edition products are available exclusively during the summer season at all 7-Eleven stores nationwide.

Ms. Piyajit Ruckariyapong, Chief Executive Officer of Sappe Public Company Limited (SAPPE), stated that the success of last year’s B’lue Summer Smoothie campaign, which sold out within only three months, has reinforced the strong market potential of the B’lue vitamin drink portfolio. This year, the company builds on that momentum by transforming popular smoothie flavors into convenient, water-based vitamin beverages designed for modern consumers seeking product differentiation in taste, health functionality, and contemporary lifestyle.

The launch also aligns with Thailand’s flavored drink market outlook in 2025, valued at approximately 2.408 billion baht, representing a significant 38% growth from the previous year. This growth reflects evolving consumer behavior—particularly among Gen Y and Gen Z—who now seek more than just refreshment; they demand novelty and lifestyle compatibility. SAPPE leverages its innovation-driven positioning by utilizing advanced production technology that preserves the beverage’s crystal-clear appearance while delivering rich aroma and texture comparable to real smoothies, bringing the concept “Crystal Clear, Smoothie-Intense Flavor” to life.

This season’s lineup features two vibrant summer flavors:

• B’lue Watermelon Smoothie Flavor – Inspired by one of the most iconic summer drinks, offering juicy sweetness and refreshing notes reminiscent of seaside relaxation or leisurely walks on a sunny day.

• B’lue Jelly Yogurt Flavor – Drawing inspiration from the trending yogurt jelly menu, combining a sweet-and-tangy taste profile with playful jelly textures, appealing to younger consumers eager to explore new and exciting experiences.

Beyond taste innovation, the products are fortified with Vitamins C, B3, B6, and B12, delivering functional benefits that support energy and vitality throughout the summer season. The campaign aims to create renewed excitement in the functional beverage segment while reinforcing B’lue’s brand image as a consumer-centric innovator.

Experience the refreshing delight of “Crystal Clear, Smoothie-Intense Flavor” with B’lue Summer Smoothie, priced at only 20 baht. This limited-edition series is available from February 26 – May 31, 2026, exclusively at 7-Eleven stores nationwide.

For more information, follow B’lue Thailand on Facebook and Instagram.