CPRAM Co., Ltd., a leader in the ready-to-eat food industry, continues to expand its portfolio of ready-to-eat products. Recently, it has teamed up with Chester’s, a leading grilled chicken brand beloved by Thai consumers, to launch a new product “Delicasia x Chester’s Spicy Grilled Chicken” which transforms a signature menu item from the famous fast-food chain into a high-quality ready-to-eat meal. This product is available at 7-Eleven stores nationwide for 42 baht, targeting modern consumers who want to enjoy restaurant-quality food easily at home, providing the experience of freshly grilled flavor in every bite, deliciously spicy 24 hours a day.

 

The launch of this new product reflects CPRAM's core strategy, which not only addresses the need for “convenience” but also emphasizes “quality, nutritional value, and delicious taste experience.” CPRAM has adhered to these principles in producing quality food since its inception, focusing not just on convenience. The company leverages its strengths in research and development (R&D) as a key tool to differentiate itself in the market, emphasizing its capability to innovate over 500 new menu items annually and effectively transform consumer insights into commercially viable products that consistently satisfy consumers.

Mr. Teerapat Laksana-phirum, Deputy Managing Director of Sales and Marketing at CPRAM, stated, “This collaboration with Chester marks another significant step for CPRAM in enhancing our potential in ready-to-eat food R&D, allowing us to reach consumers across all demographics while maintaining consistent quality and taste standards nationwide. At the same time, it addresses the convenience needs of consumers in their daily lives. We are committed to continuously developing new menu items to offer a diverse range that aligns with the rapidly changing consumer behavior, aiming to set new standards for the ready-to-eat food market in Thailand in the long term.”

 

Elevating “signature menu items from famous fast-food restaurants” to a mass market that is easily accessible 24 hours a day nationwide is one of the key strategies of this collaboration. The goal is to “enhance ready-to-eat food to taste like popular restaurant dishes” to raise the standards of the ready-to-eat food market. While retaining the authentic flavors from the restaurants, it also makes it easier for consumers to access at a reasonable price. This concept reflects the market direction where consumers are increasingly valuing “quality” and “value for money” alongside convenience, prompting operators to adjust their product models to effectively connect restaurants and retail channels. For CPRAM, partnering with Chester is about leveraging the “brand value” that consumers are familiar with to develop products that can genuinely reach the mass market.

Focusing on the insight of “deliciously spicy + convenient,” CPRAM is developing ready-to-eat food products that meet the needs of Thai consumers. The direction of CPRAM's product development is based on the behavior of Thai consumers, who still favor bold flavors, especially dishes that offer intense taste from the first bite. At the same time, the increasingly fast-paced lifestyle has made “convenience” another crucial factor in purchasing decisions.

 

CPRAM has chosen to adapt the “Chester Spicy Chicken Rice,” a signature dish that has long been favored by Thai consumers, into a new product while maintaining the juicy chicken and the distinctive spicy aroma that Chester is known for. The product has been redesigned for everyday consumption, enhancing both packaging and convenience for heating and eating, reflecting a product development approach that starts from “consumer insights” and is enhanced with advanced production technology to create products that perfectly meet the tastes and lifestyles of modern consumers.

 

Developing “restaurant-quality” ready-to-eat products, the “Delicasia x Chester’s Spicy Grilled Chicken” uses specially selected chicken wings, packaged in sets of three, marinated with spices and a special sauce to achieve a deliciously spicy and well-balanced flavor, with tender, juicy chicken and a prominent aroma of spices that penetrates deeply into the meat. This product caters to various consumption occasions, whether as a main meal, snack, or anytime, while maintaining the convenience of being ready to eat after just heating. This reflects the direction of the ready-to-eat food market, which is increasingly emphasizing the integration of “quality + convenience + value” to meet consumer needs in a single product.

R&D Enhances Ready-to-Eat Food Quality to Meet Modern Consumer Needs. Behind the ability to develop up to 500 new menu items annually, or 1-2 items per day, CPRAM continuously invests in research and development (R&D), allocating about 1% of sales, or 280–300 million baht per year, to develop food technology and innovations that support the development of ready-to-eat food and the launch of new products in large quantities with high standards and quality. A significant challenge in developing ready-to-eat food at an industrial level is meeting the diverse needs of consumers across different demographics, as each group has varying preferences for food types and formats.

Ms. Lanna Boon-ngamsri, Managing Director of Chester Food Co., Ltd., stated, “Chester’s aims to enhance the signature dish of Chester Spicy Chicken Rice to make it more accessible to consumers. This collaboration is about leveraging the brand's strengths to develop a new ready-to-eat menu that meets both deliciousness and convenience, allowing consumers to enjoy Chester’s at any time and expanding our customer base.”

Regarding food safety standards, quality control, and ingredient selection, planning production capacity at this level not only meets the initial market demand but also ensures continuity in product distribution to support intense competition in the ready-to-eat food market, while enhancing the potential for future product expansion in both quantity and broader consumer reach.

The collaboration between CPRAM and Chester is not just about launching a new product; it reflects the transformation of the Thai food industry, which is entering a new competitive landscape driven by “innovation + brand + channels,” with research and development at the heart of creating added value. The “Delicasia x Chester’s Spicy Grilled Chicken” is now available at 7-Eleven stores nationwide.