TH True Herbal superfood beverages launched in Vietnam

07 Sep 2017 --- TH Group, in cooperation with NIZO, has launched its TH True Herbal superfood beverages in Vietnam, following the success of the products in the US. The beverages will arrive on the shelves of all major Vietnamese supermarkets this year. Three of the five beverages – lime, passion fruit and blackberry – were launched in Vietnam on 20 August. 

Indigenous, traditional, natural ingredients are increasingly being embraced by the Vietnamese consumer for their health and wellness benefits. The rise of the clean label movement is causing consumer demand for products with ingredients they understand.

“Consumers want to know the source of their ingredients,” according to Madame Thai Huong, Chairwoman of TH Group. “Whether you’re looking for protein power, energy, a vision boost, a relaxation or heart health support, True Herbal beverages can provide you with those benefits in just a few sips. We are excited to bring these products to the Vietnamese market.”

“We are very enthusiastic about the launch of the superfood beverages in Vietnam. Two years ago, we started this fruitful collaboration which resulted in the successful market introduction in the US. NIZO’s expertise in ingredients, flavors, shelf-life testing, including assessment of the stability of functional ingredients, and efficient up-scaling resulted in an easy ‘hand-over’ to commercial USA production facilities,” says Marc Goemans, CCO of NIZO.