Issue 60

Sipso demonstrates how important innovation is to remaining competitive within the global marketplace.

Thailand aims to be the world’s leader in food exports with a target annual growth of 10%, or US$22.8 billion (800 billion baht), Deputy Prime Minister Somkid Jatusripitak declared at the opening of THAIFEX-World of Food Asia hosted by the DITP in May.

To answer the future demands of the food industry, Thai food manufacturers must consider innovation to be a key ingredient. Sipso, the producer and exporter of ready-to-eat Thai desserts and rice-based food, has already proved the worth of investing in innovation and technology.

“I want to add value to Thai agricultural products before exporting them to other countries, and rice has been a major raw material for Sipso products since the beginning,” says Dararat Piatanom, managing director of Sipso Tropical Drink, the owner of the Sipso brand. “Our challenge was how to extend the product’s shelf life without damaging the original flavour of the food.

“Research and Development (R&D) is very important for the food industry because it helps us to differentiate our products from competitors,” she adds.

In 2003, the company launched its best-selling creamy rice pudding. Later, the company extended its product line into other rice and coconut-based products, such as Thai desserts, cooked rice, rice drinks and coconut water.

“Our products are ambient,” says Piatanom.” This means that consumers can store them at room temperature for two years. They can eat our food anywhere and at anytime, just remove the cup’s lid. If they prefer hot food, they can heat it in a microwave.”

Sipso’s founder adds that the company also works closely with its business partners in target countries to adjust its food recipes to meet local preferences.

“Consumers in each country prefer different flavours and textures,” she says. “For example, we produce the rice pudding with coconut milk for consumers who do not drink cow’s milk and we serve Thai desserts with red beans for Japanese consumers.”

Currently, Sipso exports products to many countries, mainly in Europe, North America, Australia and New Zealand.

“In addition to our existing markets, we are exploring opportunities in Myanmar, Malaysia and Singapore and will export products to Japan and Poland soon,” Piatanom says. “Our diversified export markets and products help us to overcome all economic downturns, for example, when the US was down, we earned revenue from other growing markets.”

Sipso will focus more on marketing its Thai desserts, including sticky rice pudding and tapioca pudding, as it has seen the rising demand for coconut milk-based products and wants to promote Thai menus to the world.

“It’s challenging to maintain the quality of food that uses coconut milk because it spoils easily. However, by using technology, Sipso can extend the shelf life of this kind of food for two years without any preservative,” Piatanom says. “Anything is possible but we have to think differently.”

For more information, visit: www.sipsothai.com or email: This email address is being protected from spambots. You need JavaScript enabled to view it.">This email address is being protected from spambots. You need JavaScript enabled to view it.

Words by Somhatai Mosika