Malee Group Public Company Limited, or MALEE, the number one leader in the premium juice market with over 47 years of consumer trust, has announced its new vision 'Beyond Fruit to Global Wellbeing.' The strategy focuses on creating innovations for better health and happiness for people worldwide, enhancing quality of life and fostering a sustainable society. The company aims to maintain its number one position in the domestic market while expanding internationally, launching a new segment to develop the MALEE brand into a regional Wellness Lifestyle Brand. The organization is energized by the concept of 'One Malee,' uniting everyone to drive towards a common goal, targeting an average revenue growth of 10-15% annually over the next three years (2026-2028), with the goal of becoming a 'Global Wellbeing Company' by 2028.

Mr. Ekarin Pinij, CEO of Malee Group Public Company Limited, or MALEE, a producer and distributor of health beverages, stated that for over 47 years, Malee Group has stood firm as a brand that believes in the power of nature from plants and milk, which are essential for creating good health and happiness every day. This has led Malee to become the market leader in the premium ready-to-drink juice segment, with products exported to over 30 countries worldwide. The company is ready to embark on a new context, announcing the vision 'Beyond Fruit to Global Wellbeing' to transform the organization into a 'Global Wellbeing Company' that delivers comprehensive global wellness by 2028, under the corporate culture of 'One Malee,' uniting everyone's power within the organization—company, team, and goals—to drive a shared mission. By combining juice expertise with innovation and scientific technology, the company aims to deliver better health and happiness for people worldwide, enhancing quality of life and fostering a sustainable society.

“Wellbeing” is the core driving force behind the business, influencing innovation development, new products, and marketing strategies. The roadmap for 2025 has adjusted the business structure and product portfolio to enhance organizational efficiency and profitability, targeting an average annual growth rate (CAGR) of 10-15% from 2026 to 2028. The company will strengthen its business foundation to support the expansion of its product portfolio and elevate products to meet the needs of consumers worldwide under the following business segments:

1. Brand Business will enhance the brand image and products in target markets to continuously lead in health and wellbeing by creating innovative new products that deliver good health. Currently, the company offers a diverse range of products, including Malee fruit juices, Malee vegetable juices, Malee Coco coconut water, Malee canned fruits, and Farm Chokchai milk products, with plans to develop 2-3 new products annually to meet health trends. Additionally, Malee Applied Science (MAS), the research and development unit focusing on high-value-added products in food, supplements, and beauty care, will leverage various technologies such as Agri Tech, Food Tech, Nano Tech, and Bio Tech to innovate in line with consumer demand trends and expand the company's business scope to create new growth opportunities and additional revenue sources beyond its core business.

2. Product Development and Contract Manufacturing (CMG) will enhance the potential of the CMG business to support the portfolio expansion plan towards becoming a comprehensive and diverse product developer and contract manufacturer, including coconut drinks, plant-based milk, dairy milk products, tea, and coffee. The company aims to build stability with key partners and support sustainable solutions in environmental, social, and governance aspects to create shared value, expand the customer base, and become the 'Partner of Choice.'

Malee Group believes that happiness and good wellbeing must encompass all sectors. The company's mission is to create sustainable shared value while delivering a balanced and healthy life to consumers. Operations under the ESG framework connect shared values from upstream to downstream for sustainable growth, including:

1. Enhancing production capabilities while reducing resource use, being friendly to the world, environment, and society. 2. Consumer care through innovation, committed to developing future products that integrate nature's power with innovation and science to deliver safe and high-value health products, while expanding markets to ensure consumers worldwide can access quality products. 3. Waste management, utilizing technology to upcycle production waste, creating added value, generating income, and reducing environmental impact.

Mr. Ruangrat Wong Suwanlerd, Senior Vice President of Marketing at Malee Group Public Company Limited, or MALEE, stated that the company sees significant growth potential in the health beverage market, particularly in the vegetable and fruit juice and coconut water segments. Insights from modern consumers show a shift towards holistic and preventive health care, with an increasing emphasis on beneficial ingredients. The company will develop new high-value products, with the latest product, Malee Power Plants, featuring the innovative INNOGUTZ that supports gut health with prebiotics and postbiotics, and will expand into health-focused products in 2026. Additionally, the company will refresh the brand image of Malee and Malee COCO to reach younger audiences through various marketing activities, such as using brand ambassadors, organizing events, and innovative communication, while expanding new high-potential sales channels, including Food Service and online.

The company plans to drive growth through international business expansion, with the Brand Business elevating the “Malee” brand to become a regional “Wellness Lifestyle Brand,” marking a significant step towards becoming a global brand. Innovation will be the core of product development to meet consumer needs in each country, while aggressively entering new markets and targeting high-potential markets, including China, the Middle East, Indonesia, and South Korea. The company will also strengthen its existing market through continuous promotional and marketing activities, aiming for brand revenue to account for 55% of total revenue. The product development and contract manufacturing (CMG) business will grow from existing major clients and seek leading global business partners, while supporting business partners with sustainable solutions, with the goal of becoming a 'Global Wellbeing Company' by 2028, recognized widely as a regional brand.