Thailand’s Lhian Thai Rice Vermicelli Co. has announced it will launch a number of new snack lines.
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The company currently produces and exports rice vermicelli, flour made from rice and glutinous rice, and mixed flour. It is planning to launch a number of new snacks to tap the added-value market.
Lhian Thai is also promoting its own flour as a cheaper alternative to imported wheat flour. “If we [Thailand] use more locally made flour, say 10% of our total requirements, the country could save about one billion baht (US$23,610),” said Vichien Vongsuraphaitoon, the company’s managing director.
Lhian Thai has been looking for higher profits through innovation for some time, last month launching instant Thai noodles, reported the Bangkok Post.
Founded in 1986, the company was initially registered with five million baht in capital to make rice vermicelli in Nakhon Pathom. A few years later, the firm began exporting 5% of its production, initially earning 500,000 baht annually from shipments abroad. Now exports contribute 30% of the company’s annual revenue of 100 million baht, the report continued
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By GlobalDataWhen capital was raised to 10 million baht in 1999, the company started making tempura flour, starch, spring roll wrappers, white and brown rice vermicelli, rice buns, somen Japanese noodles and crispy snack flour made from corn.
Star Lion, Jai Jai, Tai Tai and Bell Lion are the company’s brands. Its main products are paddy rice flour and glutinous rice flour, of which production totals 50 tons a day, as well as 15 tons a day of rice vermicelli.
