Healthy doesn’t have to mean hard. The wellness food trend is evolving fast, and this year’s THAIFEX Anuga Asia 2025 in Bangkok showcased several exhibitors who are making clean, functional, and nutrient-packed food more exciting than ever. These brands prove you can fuel your body without sacrificing flavor—or fun.
* Flair is a taste of Dubai’s indulgent chocolate culture
Flair is a standout brand inspired by the booming Dubai chocolate trend. Its signature product is the pistachio Kunafa cake bar—layers of cake, roasted pistachios, and chocolate, made entirely in-house. Other flavors include Ajwa date and truffle Kunafa. The brand has expanded into cookies, Swiss rolls, brownies, and lava cakes, bringing Middle Eastern flavors to global shelves. With record-breaking sales in Singapore’s 7-Eleven, Flair is now eyeing more markets across Asia, including the Philippines.
* Proteinos is a high-protein noodle made from egg and soy
Thai startup Proteinos introduces a game-changing noodle made primarily from soybean and egg white, delivering a hefty 32 grams of protein per serving. Designed for health-conscious and weight-watching consumers, the noodles expand fourfold when cooked and don’t stick to pans—making them ideal for soups or stir-fry. With only 190 calories per pack, they also offer branched-chain amino acids (BCAAs) for muscle maintenance. Inspired by the founder’s daughter who dislikes meat but loves noodles, Proteinos aims to provide nutritious, plant-based alternatives that are easy to cook and globally scalable.
* Swees is Thailand’s leading plant-based cheese pioneer
Swees Plant-Based Foods is revolutionizing the plant-based market with its vegan cheese products made from locally sourced soybeans and coconut oil. Swees now offers blocks, slices, cream cheeses, cheese dips, and frozen pizzas—all dairy-free and melt-ready. The company has also introduced a plant-based meat line called Clean Bean. With sustainability and consciousness at its core, Swees aims to become Asia-Pacific’s go-to plant-based partner, offering OEM services and a commitment to ethical, low-waste food innovation.
* Cheonhodang’s Vegan Omega-3 offers plant-based nutrition in jelly stick form
Cheonhodang introduces Korea’s first Vegan Omega-3 jelly stick, designed as a convenient, fish-free alternative for daily health. Made from perilla seed oil, it offers essential fatty acids without the unpleasant aftertaste of traditional fish oil. Available in orange mango (great for kids) and pomegranate (rich with 7,000mg of extract per two sticks), the jelly is free from gelatin and suitable for the whole family.
* Hiang Kie Coffee brings authentic HK-style milk tea and coffee to the world
Hiang Kie Coffee showcases the soul of Hong Kong’s daily beverage ritual—its signature milk tea and coffee—through convenient drip bags and K-Cup systems. Known for its smooth, full-bodied taste, their milk tea is made with premium Ceylon tea and inspired by the cha chaan teng café culture. Their coffee, a rich blend of Brazilian and Colombian beans with evaporated milk, offers a bold yet familiar flavor.
* Hillkoff turns coffee waste into wellness with COFOgenic drink
Hillkoff, a Thai coffee company with over 40 years of experience, has innovated beyond traditional brews by developing COFOgenic—a supplement drink made from coffee pulp, a by-product often discarded in coffee production. Backed by 10 years of research and approved by Thai health authorities, COFOgenic contains just 38mg of caffeine and is rich in beneficial compounds like chlorogenic acid, catechin, and tannin. Clinical studies show it may reduce LDL, triglycerides, and cholesterol levels by up to 28% over six months. It’s a sustainable, science-backed beverage designed to support health—without sacrificing flavor or the environment.
* GABA Coffee is calming twist to your daily brew
From Taiwan comes a unique coffee blend that soothes instead of overstimulates. Infused with GABA (gamma-aminobutyric acid), this functional coffee supports relaxation, better sleep, and reduced stress—without sacrificing flavor. It also contains postbiotics, a rising trend in wellness, making it gentler on the gut and suitable for everyone. With about 92mg of caffeine per serving, it’s lighter than regular coffee but still satisfying.