Thai Union projects tuna sales surge in Thailand, promotes executive

Published on
September 2, 2019

Thai Union expects its tuna business in Thailand to surge 12 percent by the end of this year, due to new product launches – including Chicken of the Sea’s Tuna Infusions line – in the country. 

Thai Union is expecting an increase in its tuna business in Thailand as a result of “new products that focus on taste and convenience,” the company said. 

“The canned tuna market in Thailand, not including the foodservice channel, is worth 700 million baht (USD 23 million, EUR 21 million),” according to Saran Rattanarungruengchai, the general manager of emerging markets at Thai Union.

Canned tuna sales declined 2 percent over the past year, with per capita tuna consumption in Thailand hovering at about 40 grams per year, prompting the company’s current strategy in the marketspace. 

“We see room for tuna products to grow in this market,” Rattanarungruengchai said. 

Tuna Infusions by SEALECT Tuna is sold at 7-11 convenience stores, Tops Supermarket, and WE Fitness outlets in two flavors, Thai Union said. The product is sold in in a recyclable transparent cup with a built-in fork. Each cup of tuna flakes infused with olive oil contains 20 grams of protein and 130-140 calories.

“Consumers in Thailand are increasingly aware of the importance of health,” Rattanarungruengchai said. “This makes us confident that as a healthy and nutritious meal, tuna products still have room to grow in this market.”

SEALECT Tuna is the leading brand in the Thai market with 47 percent of market share.

Tuna Infusions was rolled out in the U.S. nationwide under the Chicken of the Sea brand earlier this year, with more than 1 million cups sold within its first six months, according to Thai Union. Tuna Infusions also won Product of the Year 2019 from PEOPLE Food Awards.

In addition to growing its tuna sales, Thai Union is also looking to expand its staff – the global seafood company recently announced it appointed Mick Wain as senior vice president of sales at Chicken of the Sea International. 

Wain, who will start working at his new position on 7 October, most recently served as general manager of Chilled UK & Foodservice Europe at Thai Union. Wain joined Thai Union in 2011 as commercial director at John West, where he was a member of the executive team and “helped drive John West’s branded commercial channels to a position of clear market leadership,” said Thai Union in a press release.

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