Rice snack/Wide Faith Group

Wide Faith plans to pour 1.4 billion baht investment in Thailand

Editorial staff

Wide Faith Group, the producer and marketer of 100% Thai rice-based baked snacks, sets to invest 1.4 billion baht to build two production facilities in Chon Buri during 2027-2030, cashing in on the growth demand of rice-based bake snack internationally.

Oliver Yeh, chief executive officer of Wide Faith Group, said that Wide faith Group plans to spend 700 million baht on building its second production facility in WHA Industrial Estate, Chonburi province, expecting to complete its construction within one year and a half. After that, it will pour another 700 million baht to build the third production facility in the same area, boosting its total production capacity to 40,168 tonnes.

Last weekend, the company opened its new factory on a 34-rai plot, costly 800 million baht at Wha Industrial Estate in Chon Buri province, aiming to boost sales of its snacks by 20% over the same period last year.

Oliver Yeh, chief executive officer of Wide Faith Group

A new factory in WHA Industrial Estate will cater to the growing demand from global health-conscious consumers. It will also support the production of over 70 Original Design Manufacturer (ODM) rice snack flavors, strengthening the company's global competitiveness and promoting a sustainable circular economy.

Expand more abroad

Currently, business of Wide Faith Group 85% is export market both ODM and its own brand while the remaining 15% belongs to domestic market. Brand's products are available worldwide, including in United States, Brazil, Northern Europe, France, Beligum, South Africa, UK and the Asia-Pacific region, such as Australia, New Zealand, China, Japan, South Korea, Malaysia, Taiwan, and the Philippines. The company plans to expand further into the Canada and Russia & Africa markets, and others.

Currently, the company plans to increase its rice procurement from the current level of 10,000 tons per year to 20,000 tons per year following the full-scale launch of its new production lines.

Mr Yeh said the global snack market is expected to reach USD 341.27 billion between 2024 and 2029, growing at a CAGR of 6.08%. In 2024, the average per person consumption of snacks is estimated at 5.2 kilograms. The global rice snack market is projected to reach USD 5.48 billion by 2025, with the Asia-Pacific (APAC) region contributing 84%, with the CAGR growth at 4.94% till 2030.

Introduce more new product line domestically

In Thailand, the snack market is valued at over 40 billion baht, representing a large and continuously growing sector. The rice-based snack segment alone is valued at over 2 billion baht. Given this potential, the company has launched "Rise Buddy Rice Chippies" product in the Thai market last year with Chanon ‘’Nonkul’’ Santinatornkul," as its first presenter. The product is available in six flavors with price of 29 baht for 50-gram packages. It is available at Tops , Foodland, Gourmet Market , Turtle shop at BTS station as well as online platforms such as Lazada, Shopee and TikTok Shop. The company plans to launch more new products to the market this year.

Gloria Kuo, vice president of marketing at Wide Faith Food Co, said that the company recently showcased its snacks at THAIFEX – Anuga Asia 2025, drawing significant attention from visitors and international business partners.

The company offers a variety of brands, including Rise Buddy, Ravin, Bio-Earth, and Kiddie Kare. With over 70 flavor options, the products are designed to meet global market demand, addressing the health-conscious needs of modern consumers.

“We are proud to present Thai rice-based snacks . Our products have been well received by partners across Asia, Europe, and the Middle East. We believe the non-fried snack market still holds strong growth potential, and our participation in THAIFEX – Anuga Asia 2025 marks another significant step for Wide Faith Food in expanding into the global market,” Ms Kuo said.