TH True Herbal superfood beverages are launched in Vietnam

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José Escher

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Ede, 5 September 2017 – Recently, TH Group launched their TH True Herbal products in Vietnam.
Two years ago, these innovative superfood beverages were introduced in the United States, after a successful collaboration with NIZO. Due to the success in the United States, it was decided to introduce the beverages in Vietnam. The beverages will arrive on the shelves of all major Vietnamese supermarkets this year.

Three of the five beverages – lime, passion fruit and blackberry – were launched in Vietnam on 20
August 2017. NIZO was happy to be part of the launch. Marc Goemans, CCO of NIZO: “We are very
enthusiastic about the launch of the superfood beverages in Vietnam. Two years ago, we started this
fruitful collaboration which resulted in the successful market introduction in the US. NIZO’s expertise
in ingredients, flavours, shelf-life testing, including assessment of stability of functional ingredients,
and efficient up-scaling resulted in an easy ‘hand-over’ to commercial USA production facilities.”

Indigenous, traditional, natural ingredients are increasingly being embraced by the Vietnamese
consumer for their health and wellness benefits. The rise of the clean label movement is causing
consumer demand for products with ingredients they understand. But it goes beyond packaging:
“Consumers want to know the source of their ingredients,” according to Madame Thai Huong,
Chairwoman of TH Group. “Whether you’re looking for protein power, energy, a vision boost, a
relaxation or heart health support, True Herbal beverages can provide you with those benefits in just
a few sips. We are excited to bring these products to the Vietnamese market.”

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