CJ CheilJedang launches protein snack O-right Tempeh Chips in Thailand

CJ CheilJedang Corp. accelerates its business expansion in Thailand with a new protein snack.

CJ CheilJedang announced on Monday that it has launched O-right Tempeh Chips, a high-protein snack developed by its internal venture organization, in Thailand.

O-right refers to the snack's round shape and rightly made.

The snack is made from Indonesian fermented soybean “tempeh” and contains 6 grams of vegetable protein per bag.

The savory flavor of tempeh is characterized by the fact that the soybeans are fermented without grinding.

The snack is available in four flavors, including charcoal galbi and stir-fried kimchi, which reflect the local consumer trend of Korean food, and Sriracha, Truffle, and Cheese, which are popular among Thai consumers.

The product can be found at Shopee and Lazada, the largest online retailers in Thailand, as well as hypermarkets such as Villa Market and Dear Tummy.

CJ CheilJedang believes that there is a growing demand for health-conscious snacks in the Thai snack market, which is dominated by potato chips, and plans to target young consumers with Tempeh Chips.

To this end, it is accelerating marketing activities aimed at locals on TikTok, Facebook and Instagram.

Tempeh Chip is the second protein snack CJ CheilJedang has launched through its internal venture program.


Write to Hyung-Joo Oh at ohj@hankyung.com