TH Group opens its own path in the beverage industry

Fierce competition
Statistics from the Ministry of Industry and Trade show that in Vietnam, there are currently more than 1,800 enterprises operating in the beverage sector and this number is still increasing, with an extremely diverse range of beverage products, from purified water, carbonated soft drinks, fruit juice, instant tea/coffee, energy drinks...

Prime Minister Nguyen Xuan Phuc listens to an introduction of TH Group's products. Photo: PV

With a market size of up to 2 billion USD, equivalent to 50,000 billion VND/year, a growth rate of 5-6%, the Vietnamese beverage market has long been considered a "delicious cake" for many domestic and foreign enterprises. That is why, over the past two decades, the Vietnamese beverage market has always witnessed fierce competition between domestic and foreign enterprises. If foreign enterprises absolutely dominate the carbonated beverage segment, then domestic enterprises, by finding a niche in natural-origin, healthy beverage products, have changed everything. The map of the beverage industry was quickly redrawn, and consumer trends have since turned in a different direction, in line with the trend of finding products of natural origin, bestowed by "Mother Nature".

TH Group's TH true MALT soft drink product was officially launched last May. Photo: PV

At the discussion on “Vietnam Beverage Market in 2017 - Forecasting Trends in 2018” at the end of 2017, the most common opinion was that with the increasing trend of paying attention to health, Vietnamese consumers, especially families with average incomes or higher, are willing to pay for non-alcoholic beverages such as bottled tea, pure fruit juice or other low-energy and low-sugar drinks... to protect their health and that of their families. Therefore, in the past time, the sales of these drinks were double that of carbonated water and this trend will continue to remain the same in the coming time. Sharing recently on this issue, Mr. Le Phung Hao - Chairman of the Vietnam Marketing Association said that if there is a difference and niche market along with its own products, domestic enterprises will be successful. However, the product must create trust for consumers, must be "real", avoid using industrial flavors because as the economy grows, consumers are more concerned about factors that are beneficial to health.

Rye grain, the raw material for TH True MALT beverage product. Photo: PV

European beverage experts say: “MALT” is a product obtained from the process of soaking, fermenting and germinating grains (barley, rye, etc.) under controlled conditions. TH true MALT is extracted from the “MALT” of the best quality barley and rye grains from Eastern European fields.

TH Group's representative said: Thanks to the natural fermentation process, TH true MALT retains the natural vitamins B1, B6, B12 and minerals such as magnesium, phosphorus, etc., along with many amino acids from barley sprouts, supporting digestion, food metabolism and helping to improve appetite. Rye and barley are very good cereals, rich in starch, soluble fiber, B vitamins and rich in minerals such as manganese, phosphorus, copper, magnesium, iron, potassium, etc. The germination process will activate and increase enzymes, releasing nutrients in the seeds, helping these nutrients dissolve and enter the product. Also thanks to the natural fermentation process, TH true MALT is classified as a non-alcoholic beverage, according to the standards of the US and European countries; in accordance with food safety standards specified in the National Technical Regulation QCVN 6-2:2010/BYT".
With the ability to quench thirst, provide energy, minerals, vitamins, amino acids, and aid digestion, TH true MALT is considered by experts to be an ideal beverage for all activities. Consumers can use it on picnics, travel, when exercising, after exercise, or at parties, or for daily use at home. This beverage is especially delicious when cold, suitable for use with fried, spicy, hot dishes, seafood, or other protein-rich dishes.
Sharing about this product, Ms. Thai Huong - Founder and investment consultant of TH Group wrote: “Respect nature, Cherish mother earth; Wind, water and soil have blended together; This place is so special, winter is covered with white snow; The sun has just risen, all things grow and flourish; Black noodles and barley have risen in that strong vitality; Along with the desire to contribute, people have nurtured and then brought a drink completely from nature. We named it TH true MALT”. This “true story” about the TH true MALT product has been solemnly printed on the product packaging as a commitment of “a kind housewife for the community”.
Like other products of TH Group such as TH true MILK fresh milk, TH true HERBAL herbal drink or TH true NUT nut milk, TH true MALT naturally fermented soft drink has a solid foundation of core values: "completely from nature" and "for community health". Vietnamese consumers who trust the TH true MILK brand will surely find reasons to love and trust TH true MALT. The Vietnamese beverage industry will certainly witness breakthroughs of this product line in the near future with the mark of the healthiest nutrition from the Eastern European fields that nature has bestowed.

In Europe, fermented soft drinks from barley and rye sprouts have been used and favored for thousands of years, affirming their thirst-quenching effects and are good for digestion and health.