Birdy, Thailand’s number one canned coffee brand under Ajinomoto, in line with ‘Eat Well, Live Well’ concept to promote the well-being lifestyle of Thai consumers, launches “Birdy Espresso Zero” – a new milk coffee with no sugar added that delivers a smooth and perfectly balanced sweetness for health-conscious coffee lovers. The brand also introduced popular actor “Alek Teeradetch” as its new presenter to engage young coffee lovers. The launch is supported by a fully integrated Online to Offline (O2O) marketing campaign rolling out this month.
Coffee Market and Coffee Trends 2025
Thailand’s coffee market is valued at 15,835 million baht, with the RTD coffee segment growing by 107%. Within the RTD market, the main segment is Robusta, known for its strong and bold flavor, followed by Espresso, a smooth and aromatic milk coffee with a well-balanced taste. Together, these two segments make up the most of the total market volume. Across the Asia-Pacific region, the coffee market is evolving as consumers increasingly seek health-conscious products. New product launches are tapping into health-driven trends, particularly with low, no, or reduced sugar options suited for calorie-conscious consumers, making these products more appealing and functional. The health RTD coffee segment1 (≤ 40 kcal/200ml) grew by 138%, reflecting rising consumer demand for healthier choices.
Mrs. Panida Nuengraksa, Household Business Division Manager of Ajinomoto Co., (Thailand) Ltd., said, “Birdy® is Thailand’s number one canned coffee brand. Currently, we are leading the health RTD coffee segment. In response to the growing health trend among new-generation consumers and to encourage people to adapt to the ‘Eat Well, Live Well’ lifestyle, Birdy® is continuously innovating and offering a healthier choice in Thailand’s ready-to-drink coffee market. We aim to enhance product taste and quality while supporting healthy nutrition. The launch of Birdy Espresso Zero will strengthen Birdy’s health segment, reinforcing our strong No. 1 position with a more attractive product for new-generation consumers and coffee enthusiasts alike.”
Integrated Marketing Campaign
Birdy is also introducing Alek Teeradetch as the new brand presenter to inspire the new generation to try Birdy’s latest canned coffee. His popularity and strong influence on consumer choices make him the perfect representative of the modern, health-conscious coffee lover who still craves great taste. To support the launch, Birdy is kicking-off an exciting Online to Offline (O2O) marketing campaign with a series of interactive events in central Bangkok – inviting everyone to sample the new product by bringing any green item to redeem a free Birdy Espresso Zero!
Everyone can also join fun games and win special giveaways, including shaking glasses, Birdy tumblers, and Birdy blankets. Event schedule (8:00 a.m. – 2:00 p.m.)
• 5 November: Lido Siam
• 12 November: Park Silom
• 19 November: Empire Tower
Exclusive TikTok LIVE with Alek Teeradetch and Influencers
Stay tuned! Birdy will host a special live session with Alek Teeradetch and top influencers on 29 November via TikTok: Birdy World. The LIVE will follow the style of a popular talk show, featuring Roren Powerpuff Gay and Sprite Bababi, comedy influencers, as the lively host, joined by entertaining special guests.
“Birdy®, as dynamic market leader, promises to better meet the demands of the new generation and continue to attract new coffee lovers for long-term brand affinity, as we stay attuned to consumer insights and health-driven trends,” concluded Mrs. Panida.
