This week, Lactasoy Co., Ltd. Introduced Benefitt Plant-Based Hi Protein Original in Thailand, delivering 19g of protein in each 250ml carton. Sourced from a blend of soy and pea protein, the beverage is designed for health-conscious consumers seeking a convenient source of high-quality protein.
Packaged in single-serve cartons, the product is formulated to support muscle health. It expands Lactasoy’s Benefitt soy milk brand into high-density plant protein.
Formulating for protein density
Combining soy and pea proteins gives the beverage a broader amino acid profile than standard single-source soy drinks. Delivering 19 grams in a 250ml carton matches levels typically found in dairy whey RTD beverages.
Single-serve cartons also lower entry barriers for casual fitness consumers who want functional nutrition without mixing powders. That format fits convenience store chillers, where grab-and-go purchases drive daily RTD beverage volume.
Shifting RTD dairy alternatives
Thailand’s packaged soy milk sector has long relied on entry-level, sweetened staples sold in volume. Higher ingredient costs and shifting dietary preferences are pushing manufacturers toward functional, premium formulations with explicit health claims.
Lactasoy is shielding its retail margins by creating dedicated sub-brands like Benefitt. High-protein claims command higher retail price points than commodity soy milk, protecting profitability as baseline ingredient costs fluctuate.
Retail shelf competition
Competition in Southeast Asian functional beverages is concentrating in modern trade chillers. Traditional soy brands now face dedicated fitness RTDs, imported oat milk brands, and local plant-based innovators fighting for refrigerated shelf space.
Suppliers must balance taste and viscosity against higher protein concentrations. Chalky textures and bitter plant notes often deter repeat buyers, making formulation execution decisive for category retention.
What operators will watch
Convenience operators and hypermarkets will track whether high-protein plant beverages can build repeat demand beyond dedicated gym-goers. Retail distribution execution across convenience store networks will determine initial sales velocity.
Reorder rates over the first two quarters will show whether the 19g protein blend can establish Benefitt as a regular purchase or remain a niche alternative on Thai shelves.
