Malee Group targets 15% annual growth by 2028 with focus on functional beverages, global expansion 

THAILAND – Thai beverage producer Malee Group has outlined plans to achieve annual growth of 10-15% through 2028, driven by functional beverage innovation and aggressive international expansion, particularly in China and the Middle East. 

The publicly listed company, known for its dominance in Thailand’s premium fruit juice market for 47 years, is repositioning itself from a traditional juice maker to what it calls a “Global Well-being Company.”  

As part of this transformation, Malee aims to increase its own-brand contribution from 35% to 55% of total revenue by 2028, improving profitability through higher-margin products. 

Chief Executive Officer Ekarin Pinij said 2025 would serve as a “foundational year” focused on strengthening operational systems and preparing markets for accelerated global expansion starting in 2026.  

The company reported operating revenue of 3.82 billion baht (US$117.7M) for the first half of 2025, a year-on-year decline attributed to regional unrest in Cambodia and Myanmar, along with the global economic slowdown. 

Currently, international markets account for 40% of Malee’s total business, with the company distributing products in over 30 countries. From 2026 onward, Malee plans to focus on four strategic markets, China, South Korea, the Middle East, and Indonesia, to drive what it terms “leapfrog growth.” 

In North Asia, the company’s Malee Coco brand holds the top position in South Korea’s offline coconut water market. Malee has also appointed Chinese actor Zhang Linghe as brand ambassador to strengthen regional recognition.  

In the Middle East, expansion beyond the UAE and Kuwait into Saudi Arabia, Jordan, and Qatar is planned, targeting demand for premium juices. Meanwhile, in Indonesia, a joint venture will support distribution of its premium fruit juice line. 

Senior Vice President for Marketing Ruangrat Wongsuwanlert said Malee’s product development strategy now extends beyond traditional fruit juices to emphasize functional health benefits. 

Key innovations include Power Plant drinks fortified with Innogus, a proprietary prebiotic-probiotic blend that has earned innovation awards in Seoul and Shanghai, and Malee Coco with Bi-Os, formulated to help lower blood sugar levels. 

Central to Malee’s growth strategy is Malee Applied Science (MAS), the company’s innovation hub. MAS develops proprietary ingredients, supplies components to cosmetics and supplements firms, and upcycles production waste in support of Malee’s environmental sustainability goals. 

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