Curcumin craze: Thailand’s QminC sets 20 million bottle target following initial success
The health beverage company launched QminC last September, and has since sold more than six million bottles.
QminC is Tera’s first product and also the first such curcumin drink product in Thailand.
Curcumin health benefits
According to Thanthit Yuenyongtechahiran, president of Tera Food and Beverage Company: “The inspiration of QminC is to deliver good health to consumers, and we wanted consumers to have a new alternative for quality health beverages.”
QminC contains nano-liposomal natural curcumin extract sourced from Japan, as well as L-Glutathione, lemon juice, vitamins B6, B12 and C.
Curcumin is the active compound (curcuminoid) found in turmeric, and has been studied for its anti-inflammatory, immunity-boosting, glucose and blood pressure lowering properties.
QminC is marketed to improve liver function, immunity, detoxification, inflammation and respiratory health.
Yuenyongtechahiran told NutraIngredients-Asia: “We wanted to make a functional beverage that not only focuses on super-ingredients but also has a smart technology.”
According to Yuenyongtechahiran, the nano-sized curcumin extract is wrapped with liposomes, which are designed to allow the human body to absorb the benefits more efficiently.
QminC curcumin drinks also do not contain any preservatives.
“We believe a truly healthy and functional drink should come without any preservatives as many research had pointed out it could be one of the causes of cancer,” said Yuenyongtechahiran.
QminC has a shelf life of 12-months, citing its hygienically designed production line, which is certified TAS 9023-2007 and GMP Codex Alimentarius Commission.
Yuenyongtechahiran said the company spent more than three years exploring market opportunities and sourcing for the best ingredients. It then spent another year on formulation, before releasing QminC into the market.
Target market
QminC’s main consumers are between 22 to 65 years old and is particularly popular with young office workers.
“Young office workers are facing pollution and germs or diseases in their daily lives, or might have careless consumption behaviour such as eating junk food, or something detrimental to their health,” he added.
According to Yuenyongtechahiran, the name QminC represents quality, mind, innovation, natural and consumers’ health and well-being.
Sales channels
Sold in 150mL glass bottles with a retail price of Baht 25 (US$0.83), QminC is retailing at supermarkets, hypermarkets, convenience stores and mom and pop stores in Thailand.
Yuenyongtechahiran told us the company was marketing on both online and offline channels, including TV commercials, billboards, radio, as well as through celebrities and social media influencers.
Most recently, Araya 'Chompoo' A. Hargate, Thailand’s celebrity actress with more than 10 million Instagram followers, was enrolled as a product ambassador.
The company is also hoping to distribute in Singapore, once the COVID-19 situation improves.
“We believe that the people in Singapore are highly health conscious and QminC can potentially be one of the solutions that many are looking for,” Yuenyongtechahiran said.
