SAPPE Shakes Up the Water Plus Market with B’lue, Thailand’s First Clear Water Beverage with Ice Cream-Inspired Flavors, Created for Every Mood of Gen Y and Gen Z Consumers, Offering Refreshing Indulgence and a Better-Balanced Everyday Choice
SAPPE Public Company Limited, or SAPPE, a leading player in Thailand’s functional beverage market, continues to bring excitement to the beverage industry with the launch of Thailand’s first clear vitamin water with ice cream-inspired flavors. Drawing on the distinctive taste and special memories associated with ice cream, the innovation is designed to appeal to Gen Y and Gen Z consumers.
The two new flavors, B’lue Bubble Gum Ice-cream Flavor and B’lue Black Forest Ice-cream Flavor, deliver a delicious and refreshing experience with less guilt. Both are available as limited editions at 7-Eleven stores nationwide.
Ms. Piyajit Ruckariyapong, Chief Executive Officer of SAPPE Public Company Limited, or SAPPE, revealed that Thailand’s Water Plus beverage market has experienced remarkable growth. Year-to-date market value through April 2026 reached THB 977 million, an increase of 92% compared with THB 508 million during the same period of the previous year. This growth clearly reflects the strong response that the category continues to receive from modern consumers.
In-depth consumer research also found that Gen Y and Gen Z consumers are highly receptive to experimenting with new flavors. Gen Z tends to seek fun, novelty and exciting experiences, while Gen Y values flavors that evoke happiness and fond memories from the past. Ice cream is one of the treats that can connect emotionally with both generations and respond perfectly to their preferences.
As a vitamin water brand that consistently brings new ideas to the market, B’lue has transformed these insights into an innovative beverage concept under the campaign “Crystal Clear, Ice Cream Flavor in Every Sip.”
The new range features two distinct flavors. B’lue Bubble Gum Ice-cream Flavor offers a sweet, aromatic taste that brings back playful childhood memories, while B’lue Black Forest Ice-cream Flavor draws inspiration from a premium dessert, combining rich chocolate notes with the sweet aroma of cherries for a multidimensional flavor experience.
Both flavors contain vitamins C, B3, B6 and B12 in one bottle. The products are aimed at young consumers who enjoy discovering new experiences and are looking for trendy beverages to refresh themselves during the summer season.
“B’lue believes that consumers should not have to choose between great taste and a better option. We have therefore transformed popular ice cream flavors into clear vitamin water that delivers refreshment, fun and a more enjoyable way to indulge with less guilt. As Thailand’s first clear water beverage with ice cream-inspired flavors, we expect this innovation to appeal strongly to consumers, stimulate growth in the beverage market and contribute positively to our sales performance in the third quarter of 2026,” Ms. Piyajit said.
Consumers can experience both distinctive B’lue Ice-cream Flavors at THB 20 per bottle from 2 July to 30 September 2026. The limited-edition beverages are available at 7-Eleven stores nationwide.
For further information and special activities, follow B’lue Thailand on Facebook and Instagram.
