'Angry Birds' branded fruit juices touch down in Thailand

By Ben BOUCKLEY

- Last updated on GMT

Related tags Fruit juices Southeast asia Juice

The Angry Birds perched behind their new drinks line, looking, well, angry...
The Angry Birds perched behind their new drinks line, looking, well, angry...
Angry Birds branded fruit juices featuring characters from the iconic video game are being launched in Thailand, in a move that marks their first flight into Southeast Asia.

Product developer Just Drink It has partnered with manufacturer Malee and distributor Durbell to create three flavors for exclusive sale through 7-Eleven stores nationwide in Thailand, and expects to sell around 10m drinks by the end of 2013.
 
 The three product flavors are the fruit punch-flavored juice, represented by the most famous Angry Birds character Red, the orange-flavored juice represented by Chuck, and the strawberry flavored juice featuring Stella.

Could extend range in ASEAN
 
Jyrki Komulainen, CEO of Just Drink It  in Thailand, said the country was selected for the launch due to its affinity for fun, colorful products, a growing population and central position in Southeast Asia.
 
 "We believe that the initial range will be attractive to children and young adults and once we have firmly established the product range in Thailand we will look to expand into other ASEAN countries,"​ he said.
 
 The drinks use Thai fruit and have a 12% sugar content and the brand claims they are a healthier option than many other fruit juices on the market.

 "We wanted to create a juice that is fun and attractive to a broad range of people but we also wanted to keep it as healthy as possible while still maintaining a refreshing taste to suit the Thai palette,"​ Komulainen said.
 

Related topics Markets Juice drinks Emerging Markets

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