Target markets include youth and family demographics in China, the Philippines, Australia, Europe, and the US – regions where snacking is a key part of the food culture.
To cater to modern preferences, Snaxfarm features baked coconut rolls in contemporary flavours such as corn cheese and spicy tomato, inspired by flavour profiles that are increasingly popular with younger consumers.
The brand’s latest launch, Roll Max, debuted in Thailand in April and is set to be exported to other Asian regions in the coming months.
Drawing inspiration from the traditional snack thong muang, which takes on a rolled shape when fried, Roll Max offers an oven-baked, trans fat-free alternative in bold flavours like hot spicy tomato and corn cheese.
These intense flavour profiles reflect a broader trend where sour, spicy, and savoury combinations are resonating with younger demographics.
“Roll Max is named for its intense flavour. You can really taste the richness of flavours in this range. These bold combinations – sour, spicy, and savoury – are very on-trend right now,” said Raivin Kespanyarak, who manages business development at Activeplus Blue, the company that owns Snaxfarm.
This healthier, flavourful approach extends to its upcoming vegan range, Papa Coco, which the company aims to launch later this year.
Papa Coco coconut crepes are portioned into five 20g mini-packs for sharing. This is designed to suit families and health-conscious snackers, with each mini-pack portioned to promote moderation.
One of its flavours, banoffee – a blend of banana and toffee – has been crafted to appeal to the teenage and family segments.
Innovating while retaining Thai authenticity
These recent launches are modern snack solutions that retain Thai authenticity.
“That’s why we created the Snaxfarm brand, a contemporary take on traditional Thai snacks,” said Kespanyarak.
The company currently operates the heritage label Kaew as well, which remains a popular purchase among tourists for its traditional taste.
“Kaew has a long history in Thailand. For many visitors, it’s considered a must-buy snack that represents authentic Thai flavours. Kaew snacks are made using freshly pressed coconut milk every day. We don’t use canned coconut. That gives it a very unique flavour,” said Kespanyarak.
Coconut is a key ingredient featured across Snaxfarm’s use of coconut milk, coconut flour, and flakes, which are all sourced from Thailand.
However, the company has ambitions to diversify.
New product development is underway in the form of extruded snacks, but the company declined to disclose further details.
“We specialise in coconut, but we want to be more than just a coconut snack company,” Kespanyarak noted. “Our goal is to grow the Snaxfarm brand while exploring new snack categories,” said Kespanyarak.