Food/Salad Factory

Salad Factory in collaboration with S-Pure to launch “So Yummy Juicy Chicken Breast” campaign

Editorial staff

Green Food Factory Co, operator of Salad Factory restaurant chain, joins forces with S-Pure to launch a major campaign titled “So Yummy Juicy Chicken Breast.”

Salad Factory, a restaurant known for its delicious and diverse healthy menus that make eating fresh vegetables enjoyable and accessible, while S-Pure—a premium brand of high-quality meat and food products from the Betagro Group.

This campaign introduces 5 special Japanese Twist-style dishes made with S-Pure chicken breast, transforming this lean, healthy ingredient into flavorful and innovative menu options. The collaboration aims to cater to today’s health-conscious consumers by offering meals that are both delicious and accessible, perfectly suited for modern, wellness-focused lifestyles.

Piya Dankum, Green Food Factory’s CEO

Piya Dankum, Green Food Factory’s CEO, said that the health food restaurant market continues to grow steadily. Driven by changing consumer behavior across all age groups, more people are paying greater attention to their health, resulting in significant expansion of the health food restaurant market in Thailand. In 2024, the total market value was approximately 4.5 billion baht and is expected to continue growing in 2025, which is anticipated to see an even higher growth rate. This market growth also opens up opportunities for both large and small entrepreneurs, with many small businesses entering the competition.

Salad Factory believes that the real challenge in the health food business is to make healthy food accessible to everyone—and it must also taste delicious. If the food is healthy but not enjoyable, it will not create sustainable behavior among consumers. Therefore, the company are committed to continuously developing our menu by combining the expertise of our chef team and R&D team to source the best ingredients and design dishes that deliver on taste, health benefits, and variety—so consumers can enjoy healthy meals happily at every meal.

The fact that Thai consumers are becoming more health-conscious is a positive sign, reflecting a societal shift toward prioritizing quality of life. In the long run, this will also help reduce the burden on the country’s public health system. The company believes that if everyone starts taking care of themselves through small steps—like choosing to eat well every day—it can lead to life-changing improvements over time. This belief is perfectly aligned with the company’s concept: “Salad makes people healthy, Healthy makes people happy.”

Dr Oliver Gottschall, chief operating officer of food business at Betagro Plc

Dr Oliver Gottschall, chief operating officer of food business at Betagro Plc, said that the health food market continues to grow strongly at a rate of 7–10% per year, in line with consumer behavior that is increasingly focused on health and nutrition. The main target groups include urban residents, the new generation (Gen Z), individuals with food allergies, and those controlling their weight—who are all seeking healthy, delicious food made from clean, safe, and reliable ingredients.

This collaboration is rooted in the shared vision of both brands, who believe that “good food starts with quality ingredients.” Salad Factory prioritizes the careful selection of healthy ingredients, while S-Pure adheres to its mission of delivering safe, high-quality food to consumers. With both brands aligned in their goals and values, this partnership represents a natural collaboration aimed at creating “better choices” for Thai consumers—offering food that is delicious, healthy, and trustworthy.

Following the overwhelming success of last year’s campaign, which drove sales up by over 200%, Salad Factory continues the partnership this year with the launch of 5 new dishes under the “So Yummy Juicy Chicken Breast” campaign. These dishes follow the “Japanese Twist” concept, inspired by Japanese food culture that emphasizes ingredient quality and meticulous preparation. The menu is designed to appeal to all target groups—couples, families, or groups of friends—featuring a variety of easy-to-eat, shareable dishes at affordable prices.