KCG Corporation Public Company Limited (KCG), a leader in food products for modern lifestyles in Thailand, announces a significant milestone as Allowrie, its world-class premium butter and cheese brand, maintains its position as Thailand’s No. 1 butter brand for 10 consecutive years, commanding a 49.5% market share by value. This achievement reflects the success of its “Brand of Meticulous Care” strategy. Building on this success, Allowrie aims to achieve 10% growth in 2026 while reinforcing its brand image of professional-level care through the appointment of Jamyjamess, James Teeradon Supapunpinyo, as its first-ever brand ambassador.

Mr. Damrongchai Vipawatanakul, Chief Executive Officer and Managing Director of KCG Corporation Public Company Limited (KCG), stated, “Allowrie is a heritage brand with a history spanning more than 156 years and has maintained a presence in Thailand for over 50 years. Our success in maintaining Allowrie’s position as Thailand’s No. 1 butter brand for 10 consecutive years is reflected in its 49.5% market share by value and 47.8% market share by volume. The key factor is our ability to recognize opportunities in a continuously growing market. According to Euromonitor International, Thailand’s butter market recorded a compound annual growth rate (CAGR) of 4.2% between 2019 and 2024, with growth reaching approximately 10% during 2023–2024. This aligns with NielsenIQ’s 2025 report, which indicates that the butter market is growing at approximately 10% annually. These figures reflect the behavior of modern consumers, who place greater importance on quality ingredients and are willing to pay more for better experiences.

Allowrie has sustained its market leadership by evolving beyond its role as an ingredient supplier to becoming a “Trusted Provider” that helps business partners address their challenges while meeting the lifestyle needs of modern consumers. We leverage our deep customer insights, combined with global food trend data and advanced production technologies, to address customer pain points with tailored solutions rather than simply focusing on selling products.

Beyond our commitment to quality, we prioritize establishing sustainability standards that resonate with younger generations, aiming to elevate our Thai brand into a fully established regional brand across ASEAN while consistently maintaining meticulous standards in every dish.

Understanding Consumer Insights: Gaining a Competitive Advantage from Changing Consumer Behavior

• Premiumization & Western Bakery Culture: Despite economic volatility, the premium butter market continues to grow steadily as consumers are willing to pay more for superior taste and quality. The growing popularity of Western bakery culture and artisan bread has also driven increased demand for unsalted butter, which allows for more precise control over flavor in food preparation. Allowrie caters to these evolving consumer preferences with products such as Allowrie Pure Creamery Unsalted Butter and Allowrie Pure Creamery Salted Butter.
• Holistic Wellness & Creative Cooking: Modern consumers are placing greater importance on functional nutrition. Products highlighted in this category include Allowrie Pure Creamery Unsalted Butter and Allowrie Pure Creamery Salted Butter.
• Affordable Premium & Sensory Experience: Gen Z and Millennial consumers seek convenience without compromising on quality, favoring ready-to-use products that retain premium taste. Importantly, purchasing decisions are driven not only by flavor but also by multi-sensory experiences, such as distinctive aromas and textures that transform everyday meals into special occasions such as Allowrie Truffle Butter.

Four Key Principles Behind Allowrie’s “Brand of Meticulous Care” Strategy and 10 Years of Market Leadership

1. Demonstrating Meticulous Care Through International Recognition: Allowrie has demonstrated its No. 1 position through its leading market share in Thailand, further reinforced by international recognition, including the Superior Taste Award 2026 and Thailand’s Most Admired Brand, recognizing brands that have earned the highest levels of consumer trust and confidence. This year, KCG and Allowrie are taking the next step toward becoming a fully established “Trusted Provider” through the Excellence Center, which brings together culinary experts and research and development (R&D) specialists to develop customized solutions tailored to individual customer needs. These range from creating new recipes and menu offerings to help businesses increase sales to adapting ingredients to suit customers’ production processes. With more than 14 years of experience supporting B2B partners, KCG and Allowrie continue to advance toward their Net Zero target by 2050.

2. Innovation Driven by Meticulous Care for Quality and Lifestyle: Innovation for Quality: Building on its heritage of more than 156 years as an authentic Australian brand, Allowrie reinforces its reputation for reliability through its uncompromising commitment to selecting high-quality raw milk. This ensures consistent texture, aroma, and flavor in every use, meeting the highest standards trusted by professionals.

Innovation for Lifestyle: Transforming consumer insights into innovative products designed for greater convenience, including Soft Butter, which is ready to spread straight from the refrigerator; Butter Squeeze, featuring innovative, easy-to-use squeeze-tube packaging; Cheese Squeeze and products in the Specialty & Wellness category, such as Truffle Butter, which help elevate home cooking to a professional level.

3. Comprehensive and Accessible Standards of Meticulous Care: KCG has invested more than 350 million baht in its Logistics Park and Cold Chain Logistics systems, integrating AI technology to maintain product quality and freshness across all 77 provinces in Thailand. This commitment has earned recognition from the fine dining industry, luxury hotels, and leading chefs in Thailand, including Chef Willment Leong, Chef May– Phattanant, and Chef Ploy– Tatigarn, who have created exclusive dishes using ingredients from KCG and Allowrie.

4. Embodying Meticulous Care and Professionalism: The appointment of Jamyjamess, James Teeradon Supapunpinyo, as Allowrie’s first-ever brand ambassador aims to connect the brand’s 156-year heritage with a new generation of consumers. Beyond his career as an artist, Jamyjamess is also a young entrepreneur and a passionate chef who demonstrates meticulous care, attention to detail, and an unwavering focus on taste. These qualities align closely with Allowrie’s brand DNA of professionalism, reliability, and dedication.

As the owner of Talay Jai restaurant and a genuine user of Allowrie products, Jamyjamess embodies the qualities of a dedicated professional partner who takes exceptional care in preparing every dish. To bring this philosophy of meticulous care to consumers, Allowrie has launched a new commercial under the “Allowrie Most Pleasured” campaign, built around the concept “Jamie’s Most Pleasured.” The commercial, built around the concept “Jamie’s Most Pleasured,” tells the story of Jamyjamess’ dedication to creating a special dish, using the number 43 as a key storytelling element, representing the 43 attempts Jamyjamess made to perfect his recipe for a French bread made with high-quality butter to achieve a soft, moist texture, rich buttery aroma, and golden color, or brioche, a recipe notoriously challenging to perfect. It was on his 43rd attempt that he finally achieved a result he was satisfied with, reflecting the standards of meticulous care that Allowrie has consistently delivered to Thai consumers over the past 10 years. This commitment ensures that both consumers and professionals who choose Allowrie can enjoy an exceptional level of satisfaction with every dish.

James Teeradon Supapunpinyo, Jamyjamess, Brand Ambassador of Allowrie, said, “As someone who is seriously studying the art of baking, I understand that one of the most essential elements that cannot be overlooked is the quality of ingredients. Baking is a science that requires meticulous attention to every detail, especially when it comes to butter, which must deliver consistent, high quality to achieve the best possible results. Allowrie is a trusted partner that I rely on to elevate the flavors of every dish I create, allowing me to share my special creations with everyone.”

Discover the inspiration behind professional-level care and watch the “Jamie’s Most Pleasured” commercial, available now across Allowrie’s social media channels. For more news and information, visit https://www.facebook.com/Allowriethailand, https://www.tiktok.com/@allowrie_thailand, https://www.instagram.com/allowrie.th, and https://www.kcgcorporation.com/