KCG Corporation Co., Ltd. (KCG), a leader in the manufacturing and distribution of dairy products, bakery products, and Western food has partnered with Bar B Q Plaza, a popular grilled food restaurant under the Food Passion group, to launch “Dairy Gold Cheese Sauce BBQ X GON.” This move supports the Brand Collapse strategy, targeting new-generation lifestyles and aiming to broaden the reach of the sauce and condiment market, with a sales target of over 200 million baht. It also reinforces KCG’s co-branding marketing strategy with Bar B Q Plaza, building on the success of their collaboration from the previous year.

Mr. Methee Kaweewongsunthorn, Chief Marketing Officer of KCG Corporation Co., Ltd., stated: “This partnership is an expansion into the sauce and condiment market, aligned with the preferences of today’s consumers who not only prioritize great taste but also seek new dining experiences. The concept—‘Every grilled menu, just dip it!’—caters to those who love Dairy Gold cheese and are fans of Bar B Q Plaza’s barbecue sauce. This co-branding effort strengthens KCG’s image as a leader in dairy, bakery, and Western food distribution. KCG markets products under Dairy Gold, Imperial, and Allowrie, and imports goods from over 40 global brands. In 2022, we are proactively delivering diverse food products that delight consumer tastes and meet a wide range of lifestyle needs.”

Mr. Rat Trakulthai, Chief Marketing Officer of Food Passion Co., Ltd., added: “This collaboration combines the best of both brands, the rich, signature barbecue sauce of Bar B Q Plaza and the high-quality cheese from Dairy Gold. The result is a unique and flavorful product that we believe will resonate with consumers. It builds on the success of Bar B Q Plaza’s Licensing Partnership marketing strategy, which has been well received. It also introduces new flavor options and dining experiences, helping to expand our customer base and diversify our sauce and seasoning product lines. We are confident that consumers will love it and that it will create real excitement in the market.”

KCG and Bar B Q Plaza are tapping into a promising segment—the sauce and condiment market, which has a growth rate of approximately 4.8%. According to Euromonitor (as of April 2022), the market was valued at 47,977 million baht at the start of the year. The growing consumption of convenient processed cheese products, particularly processed cheese cheese, is also fueling growth in consumer goods.

The newly launched product, “Dairy Gold Cheese Sauce BBQ X GON,” is a processed cheese spread flavored with Bar B Q Plaza’s signature barbecue sauce. It comes in two packaging options: a 50-gram ready-to-eat cup priced at 25 baht, and a 900-gram refill bag priced at 279 baht.

The product will be available from 15 August 2022 at convenience stores nationwide, general trade outlets, and online platforms including LINE SHOPPING, TikTok Shop, Lazada, and Shopee.