Buono Reimagines Thai Street Food with Authentic, Plant-Based Ready-to-Heat Innovation
- PYD
- May 2
- 2 min read
Thailand-based Buono is leveraging its expertise in fruit-based frozen desserts to expand into the ready-to-heat (RTH) street food segment. By focusing on authenticity, convenience, and locally sourced ingredients, the firm is catering to nostalgic Thai consumers at home and abroad while sidestepping the saturation of plant-based meat analogues.
Insights & Strategic Moves:
Authenticity as a Differentiator:Buono’s first RTH launch—frozen Kanom Krok (Thai coconut pancakes)—prioritises culinary integrity. The product replicates a dish beloved by locals but difficult to make at home, giving consumers a restaurant-style experience with simple microwave or air-fryer preparation.
Targeting Global Thai Consumers:Demand from Thai expatriates and travellers who miss street foods has driven international interest. Authentic taste is key to willingness-to-pay, making traditional snacks an emotional and cultural touchpoint.
Beyond the Plant-Based Meat Plateau:While plant-based meat faces growth stagnation, Buono has avoided exposure to this slowdown by focusing on plant-based non-meat formats. This includes fruit-forward innovations and naturally plant-based street snacks that deliver on both nutrition and taste.
Local Ingredient Sourcing:Buono utilises native Thai ingredients like coconut, taro, guava, and passionfruit across its ice cream and snack portfolio. This approach enhances flavour authenticity and supports sustainability via local sourcing.
Fruit-Based Innovation Pipeline:With rising demand for exotic fruit profiles, Buono is doubling down on fruit-driven innovation. The brand’s premium ice creams are seeing increased international orders for tropical flavours, offering potential for crossover into snacks and desserts.
As demand for authentic, high-quality RTH foods grows—particularly among diasporic consumers and health-conscious snackers—Buono’s strategy of local flavour, simple preparation, and clean ingredients positions it for long-term category leadership.
By combining street food nostalgia with modern convenience, Buono is reshaping plant-based snacking into something truly Thai, truly tasty, and ready in minutes.
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