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Lactasoy Co. Ltd. has introduced a significant category innovation for the Thai beverage market under its new brand, Benefitt. The company has launched Thailand's first high-protein UHT milk, creating a new ambient segment in a market previously dominated by pasteurized, cold-chain dependent options.

The product is packaged in SIG SmallBloc 350 ml carton packs and has secured nationwide distribution at 7-Eleven stores, targeting the growing consumer demand for convenient, functional nutrition.

Overcoming Cold-Chain Limitations

Until now, high-protein milk in Thailand has largely been restricted to pasteurised formats requiring constant refrigeration and offering shorter shelf lives. Benefitt addresses these logistical constraints through aseptic processing and packaging.

This shift allows for ambient storage and distribution, significantly expanding the consumption occasions for high-protein beverages beyond the immediate home or gym fridge.

Nutritional Profile and Formulation

The product is engineered to deliver a high macronutrient load without the viscosity issues often associated with protein-fortified drinks.

Key Product Specifications:

• Protein Content: 31 grams per 350 ml serving.

• Formulation: Smooth, low-viscosity texture designed for drinkability.

• Sugar Profile: Contains no added sugar.

• Target Audience: Office workers, meal replacers, and health-conscious individuals.

Manufacturing Technology

The launch utilises the SIG Small 24 Aseptic filling machine. This technology provides Lactasoy with high operational flexibility, supporting 16 different packaging options regarding formats, volumes, and openings. This agility allowed the producer to enter the new ambient high-protein category without necessitating additional capital investment in separate filling lines.

Phanwana Mahasup, Advertising Manager and Marketing Coordinator for Benefitt at Lactasoy, highlighted the strategic advantage of the UHT format: "Our goal with Benefitt is to make high-protein milk accessible, convenient and enjoyable for consumers across Thailand. The UHT format allows us to deliver high nutritional value without the need for refrigeration, and the SIG packaging gives us a solution that is easy to carry, easy to drink and suitable for nationwide distribution."

Vatcharapong Ungsrisawasdi, Regional Director for Thailand, Laos, Myanmar, and Cambodia at SIG, added: "This launch shows how flexible aseptic filling technology can open new opportunities and help customers innovate and expand into new categories efficiently. By working closely with Lactasoy, we’ve supported the successful introduction of a high-protein UHT milk that reflects both evolving consumer needs and market growth potential."