From a small bakery that grew exponentially from selling in 7-Eleven to becoming a billion-baht brand, "April Bakery" continues to thrive! This year, they're investing 200 million baht in a major rebranding effort, the first in a decade, changing the logo, packaging, and storefronts, paving the way from a local brand to a regional one.

Founded in 2010 , April's Bakery, a Thai bakery famous for its BBQ pork pie, experienced rapid growth after being sold in 7-Eleven stores. It eventually became a billion-baht bakery brand with sales of 1.3 billion baht in 2025, representing over 200% growth from the previous year.

Rapid growth has meant that the original image no longer clearly reflects the size of the business, the organization's potential, and future growth direction. Therefore, April Bakery announced a major strategy this year: a 200 million baht investment for a major rebranding, encompassing everything from the logo and packaging to the customer experience in the stores.

Kanokkan Mathuraporn , Managing Director of Singha Food Industries (Thailand) Co., Ltd., the company managing the April Bakery brand, stated, “This rebranding is not due to any brand problems, but rather to business growth. We need to adjust our image to reflect the brand's current strengths and clearly support future business opportunities. This encompasses the corporate image, logo, and the concept of 'The Blessing City,' which emphasizes sending blessings through pies. Buying April Bakery products is like giving a gift to the recipient.”

April Bakery was founded by Kanokkan. Initially, she worked as a flight attendant, but she wanted to have her own business, so she established April Bakery. After its success, she gradually expanded through her own branches and then through franchising, eventually selling her products in 7-Eleven stores for the first time in 2019, with her first product being salted egg yolk bean paste mooncakes.

Selling in 7-Eleven was a significant turning point, both in terms of sales and scale of operations. Kanokkan had to upgrade her factory to support better production, while 7-Eleven also helped in product development.

Since entering 7-Eleven, the brand has experienced exponential growth. Currently, sales in 7-Eleven reach 270,000 units per day, with average sales per branch at 15,000 baht per day. The best-selling branch is Siam Paragon, with sales reaching 80,000 baht per day. April Bakery currently has 40 branches, 20 of which are franchised.

Kanokkan stated that April Bakery's main revenue, at 80%, comes from 7-Eleven stores. The remaining 10% comes from retail outlets and the rest from OEM business, which sells both domestically (such as to coffee shops) and internationally (South Korea and Taiwan).

This rebranding aims to increase brand recognition and to boost revenue from physical stores.

One of the key highlights of this rebranding is the redesigned store layout, incorporating a live baking area where customers can see the baking process. Previously, most stores lacked a live baking zone, using factory-baked goods. The new store format is expected to be seen in the third quarter of this year.

“Pastries aren't just about taste; we're not competing solely on the product itself, but also on the customer experience when dining in the store. By baking fresh pastries at every branch, customers get to see the entire process and are assured that the freshly baked pastries truly smell wonderful,” Kanokkan said, adding, “We're not just changing the exterior appearance, but laying the foundation for the future.”

Under the announced 200 million baht investment budget, in addition to upgrading the brand image and existing branches, the company will also expand by opening new branches. This year, they aim to add 20 new branches, bringing the total to 60 branches by the end of the year, with an investment cost of approximately 2-5 million baht per branch.

In terms of marketing strategy, Kanokkan said that this rebranding will cater to the Masstige segment , covering both the mass market with affordable products priced at 32-45 baht, and the Prestige segment by using high-quality ingredients.

"Combining everything, we want customers to feel that they are receiving delicious snacks made with premium ingredients, something they can proudly give as gifts, but at an affordable price that everyone of all ages can enjoy," Kanokkan said.

Looking to the future, Kanokkan is studying and gaining a deeper understanding of consumers in markets that have already started OEM production, such as South Korea and Taiwan. She is also exploring opportunities to open retail outlets abroad in order to create a clearly defined Thai brand presence in international markets.

Starting the investment this year is like paving the way for a local brand to become a regional brand.

For 2026, Kanokkan aims for a 30% revenue growth and an increased market share to 4% of the 46 billion baht Thai bakery market. Furthermore, the rebranding is expected to yield a Return on Investment (ROI) of 40 million baht per year, and average daily sales at each store are projected to increase to 50,000 baht per branch.

Furthermore, April Bakery aims to expand to 100 branches by 2029 and plans to go public on the Stock Exchange of Thailand (SET) in the same year. The proceeds from the IPO will be used to purchase land and build additional factories.

"We plan to become a regional brand in 3-5 years, and we expect revenue to reach 2.5 billion baht by 2029," Kanokkan concluded.

Source : https://forbesthailand.com/news/marketing/april-s-bakery-invests-200-million-baht-for-big-rebrand

April Bakery, a Thai bakery chain worth billions, announces a 200 million baht investment for a major rebranding after a decade, including a logo and storefront redesign, aiming to become a regional brand