Introducing ‘The Heritage Fusion’ Strategy to Blend Iconic Flavors for a New Snacking Experience
Five Star, a leading Thai franchise food brand with a legacy of delighting Thai consumers for over 40 years, has partnered with Kohkae, Thailand’s number one snack brand for over 30 years to launch the ‘Kohkae Five Star Grilled Chicken Flavored Peanuts’, aiming to captivate the Thai snack market and reaffirm the signature taste of Five Star’s renowned grilled chicken. Leveraging the ‘The Heritage Fusion’ strategy, this collaboration combines the strengths of both brands to meet modern consumers’ desire for innovative yet familiar taste experiences.
Sunthorn Jaksukan, Head of Five Star and Food Chain Business, stated, “The collaboration between Five Star and Kohkae is a fantastic opportunity to introduce a novel and exciting flavor to consumers. Merging Kohkae’s coated peanuts with the signature sauce of Five Star’s grilled chicken—a flavor Thai people know and love—creates an incredibly harmonious blend. With the robust strengths of both brands, we believe this will establish a new legend that’s hard to resist. Five Star is widely recognized for its unique grilled chicken recipes, while Kohkae has won the hearts of Thai consumers for decades with its intensely flavored coated peanuts.”
“The choice of the ‘The Heritage Fusion’ strategy showcases the perfect balance between tradition and modernity inherent in both brands. By blending Five Star’s expertise in grilled chicken with Kohkae’s excellence in coated peanuts, we’ve developed an innovative product that offers consumers a new taste experience. This powerful collaboration not only differentiates us but also sets a new standard in the Thai snack industry,” added Sunthorn.
The ‘Kohkae Five Star Grilled Chicken Flavored Peanuts’ boast an intense and unique flavor, crafted from high-quality selected peanuts mixed with Five Star’s signature grilled chicken sauce. The product is now available nationwide at 7-Eleven, Makro, and Lotus stores, priced at 22 baht per pack.
