Malee Group Public Company Limited (SET: MALEE), the No.1 leader in the premium fruit juice market, remaining top-of-mind with consumers for over 47 years, has announced its new vision: “Beyond Fruit to Global Well-being”.
This vision encapsulates the strategy to create wellness innovations that enhance the health and happiness of people – not just in Thailand but worldwide with innovations that will elevate quality of life and foster a sustainable society. MALEE aims to maintain its No.1 position in the domestic market and to further expand internationally.
At the same time, the Company is introducing a new segment that aims to transform the MALEE name into a regional wellness lifestyle brand. The Company is also energizing the organization with the “One Malee” concept, uniting everyone to drive toward a common goal. MALEE aims to achieve revenue growth of 10-15 percent per year over the next three years (2026-2028), and more importantly, to become a “Global Well-being Company” by 2028.
Mr. Ekarin Pinij, Chief Executive Officer of MALEE, a manufacturer and distributor of health beverages, reiterated that for more than 47 years, Malee Group has steadfastly maintained its position as a brand that believes in the power of nature as derived from plants and milk products, which remain at the heart of creating good health and happiness in daily life.
This strong mindset has resulted in MALEE maintaining the market-leading No.1 position in the premium ready-to-drink fruit juice category, with products exported to over 30 countries worldwide. The Company is determined to create a new corporate framework with the announcement of the new “Beyond Fruit to Global Well-being” vision to substantially transform the organization into a “Global Well-being Company” – a firm that will deliver world-class wellness in full by 2028.
MALEE believes that this is achievable through the creation of the “One Malee” corporate culture, uniting every element within the organization – the Company, teams, and goals – to drive a common mission, to combine its expertise in fruit juice with innovation and scientific technology, with the aim to deliver better health and happiness for people around the world – “Healthier & Happier” – elevating the quality of life and creating a sustainable society.
At MALEE, “well-being” is now the key driver of business, innovation, new products, as well as marketing. The 2025 roadmap marks the start of business restructuring, product portfolio reorganization, improved organizational efficiency and increased profitability. The Company targets a compound annual growth rate (CAGR) of 10-15 percent for 2026-2028 revenue, by strengthening its business foundation to support portfolio expansion plans and enhance product lines to meet the needs of consumers worldwide under the following business portfolios:
1.Brand Business: The Company is all set to revamp brand image and products in target markets to sustain its leadership in health and well-being market by creating innovations and new products that deliver well-being. MALEE currently offers a diverse range of products, namely, “Malee” fruit juices and vegetable juices, “Malee Coco” coconut water, “Malee” canned fruits, and “Chokchai Farm” dairy products. The Company plans to launch 2-3 new products per year to meet health trends.
Furthermore, Malee Applied Science (MAS) innovation research and development unit, focuses on high-value-added products in food, dietary supplements, and beauty care. The MAS unit has complete expertise in various technologies including agri-technology, food technology, nano technology, bio-technology, together with the ability to invent innovations that align with consumer trends and to expand the Company’s business scope to create new growth opportunities and additional sources of revenue in addition to the Company’s core business.
2.Product Development and Contract Manufacturing (CMG) business: The business potential of the CMG department will be further improved to support the Company’s plan to expand its portfolio into becoming a fully integrated product development and contract manufacturing service for a diverse range of products, including coconut water beverages, plant-based milk, dairy milk, and tea and coffee.
This business unit also aims to build relationships with key partners and support sustainable solutions across environmental, social, and corporate governance issues, thus creating shared value. This move will enable CMG to expand its customer base, increase marketing opportunities, and to become the “Partner of Choice” for customers.
Malee Group believes that happiness and well-being should be shared by all sectors. The Company’s mission is to create sustainable shared value while delivering a proper and balanced life for all consumers. Operating under the ESG (Environmental, Social, and Governance) framework, the Company links shared value from upstream to downstream, to enable sustainable growth. These principles include:
1) Enhancing production capabilities while reducing resource consumption and being friendly to the planet, the environment, and society; 2. Caring for consumers through innovation, and the commitment to developing future products that combine the power of nature with innovation and science to deliver safe and high-value health products, while expanding markets to ensure universal access to quality products for consumers worldwide; and 3. Waste management by leveraging technology to upcycle manufacturing waste to create added value, generate additional revenue, and reduce impact on the environment.
Ms. Ruangrat Wongsuwanlert, Senior Vice President for Marketing of MALEE, stated that the Company recognizes significant growth potential in the health beverage market, particularly in the vegetable and fruit juice and coconut water categories based on insights showing that modern consumers are increasingly focused on holistic and preventive healthcare, with greater demand for health-beneficial ingredients.
Thus, MALEE is focusing on the development of new products and innovations with high added value. An example of one such product group is “Malee Power Plants” that features the innovative INNOGUTZ formula which promotes intestinal health with prebiotics and postbiotics. Moreover, the Company is also aiming to expand into products with more focus on health and well-being in 2026.
Malee plans to revamp the image of the ‘Malee’ and ‘Malee Coco’ brands to better connect with the new generation through various marketing activities, including events, innovative communications, and the appointment of brand ambassadors. The Company will also expand into new high-potential distribution channels, including food service and online.
The Company has a solid plan in place to drive growth through international business expansion. The Brand Business will work to elevate the “Malee” brand to a regional “wellness lifestyle brand,” which is a crucial step towards becoming a global brand, with innovation at the heart of product development to meet consumer needs in individual countries, while also penetrating new markets with high potential, including China, the Middle East, Indonesia, and South Korea.
The Company will also strengthen existing markets through ongoing promotional and marketing activities, with the aim of increasing revenue share to 55 percent of the total revenue. The Product Development and Contract Manufacturing (CMG) Business will leverage existing customers, identify leading global business partners, and support them with sustainable solutions. The main aim of the Company is to become a “Global Well-being Company” by 2028, through establishing itself as a widely recognized regional brand.
