"April's Bakery" accepts rising costs, invests 200 million baht in rebranding after 15 years.
Ms. Kanokkan Mathuraporn, Managing Director of Singha Food Industries (Thailand) Co., Ltd., the operator of April's Bakery, a Thai baked goods brand, stated that this year the company faces pressure from rising costs, particularly packaging costs, which have already increased due to rising oil and plastic prices, as well as steadily increasing raw material costs. Some raw materials, such as pistachios, are also becoming more scarce, previously imported from both Iran and the United States.
However, the company has no plans to raise prices this year, as it had already pre-ordered some raw materials and bulk purchasing helped reduce costs. Simultaneously, the company is focusing on internal management and increasing the use of technology to reduce reliance on manual labor.
For 2026, the company is allocating 200 million baht for a major rebranding effort, the first in 15 years since its founding. This includes updating the brand image and expanding into new store formats. Currently, the company has 40 stores, both owner-owned and franchised, but this year's new store models will primarily be all owner-owned. The company aims to have more than 60 branches by the end of the year and more than 100 branches by 2029.
Ms. Kanokkan stated that while the company's products have been popular with consumers, some customers may not remember the brand. This rebranding aims to create clearer brand recognition and prepare for future growth, including plans for an IPO and listing on the Stock Exchange of Thailand by 2029.
Regarding financial performance, the company had total revenue of over 1.3 billion baht in 2025. The main revenue source remains sales through over 16,000 7-Eleven stores nationwide, accounting for 80% of revenue. The remaining 20% comes from OEM (Original Equipment Manufacturer) sales.
Furthermore, the company has begun marketing OEM products in two countries: Korea and Taiwan, to understand consumer behavior in each market and explore opportunities to open more stores overseas. While there have been inquiries from potential franchisees to open stores abroad, the company is not yet ready. This investment will lay a crucial foundation for future expansion. To support future international expansion,
this year the company aims for 30% growth compared to last year, or total revenue exceeding 1.7 billion baht, while targeting an increase in market share from 1.5% to 4% within this year.
April Bakery's management added that despite the highly competitive bakery market, valued at over 46 billion baht, the company remains confident in its ability to compete through continuous product development strategies to meet the needs of a wider range of consumers.
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