Ms. Kanokkan Mathuraporn, Managing Director of Singha Food Industries (Thailand) Co., Ltd., the operator of April's Bakery brand, revealed that the company has invested over 200 million baht in a major rebranding effort, the first in over 15 years. This includes updating the corporate image, logo, packaging, marketing communications, expanding distribution channels, and developing new store formats. The goal is to elevate the brand to keep pace with the rapid growth of the business over the past several years, aiming to capture a 4% market share of the Thai bakery market, valued at over 46 billion baht, and transform the brand from a local player into a regional player.

“Today, the company is no longer just a small bakery brand, but is moving towards becoming a regional brand. This rebranding is therefore laying a new foundation to support long-term business opportunities,” said Ms. Kanokkan.

In 2025, the company generated total revenue of over 1.3 billion baht, growing by more than 200% from the previous year. In the first quarter of 2026, revenue reached 425 million baht, and the company aims for a further 30% growth in revenue for the entire year.

If these targets are met, the company's revenue will approach 1.7 billion baht, and if it can increase its market share to 4% as targeted, it would be equivalent to a potential revenue of approximately 1.84 billion baht from the total national market.

Ms. Kanokkan said that the key factor driving growth is the expansion of products into over 16,000 convenience stores nationwide, allowing the brand to reach a wide range of consumers and create awareness quickly.

Currently, the company has more than 130 products and launches an average of more than 15 new products per month to keep up with ever-changing consumer behavior.

The company's core strategy is to position its brand in the masstige market, offering premium quality products at accessible prices. This targets consumers who demand higher quality but also value value for money. This concept reflects the trend of modern consumers who still seek good quality products, even as economic conditions lead to more cautious spending.

In addition to the domestic market, the company has begun marketing in South Korea and Taiwan through OEM services to study consumer behavior and prepare for future expansion into overseas markets.

Meanwhile, the company is in the process of upgrading its governance, management, and financial discipline systems to support long-term growth and prepare for opportunities to raise funds in the capital market.

For April Bakery, which started as a small pie brand, today it's taking a big gamble to prove that Thai food brands can grow on the regional stage just like international players.

Ref: https://www.thairath.co.th/money/business_marketing/trends/2933723

April Bakery rebrands after 15 years, investing 200 million baht to expand the brand regionally.