Blackmores Targets 18.6% Growth in Thailand with Fizzy Granule Launch

Blackmores launched its first fizzy granule vitamins in Thailand as the Australian health brand targets 18.6 per cent revenue growth in the country for 2026.

The target builds on a 16.8 per cent year-on-year sales increase recorded during the first half of the year.

Three functional formulations

Branded as Blackmores Fizzers, the line packages vitamins in single-serve sachets designed to be dissolved in cold water, melted directly on the tongue, or chewed. The format abandons traditional tablet designs to appeal to Gen Z and millennial consumers looking for portable options.

The range includes three formulations aimed at specific health routines. Immu Plus combines vitamin D3, vitamin C, zinc, and L-leucine in an orange flavour for daily immune support. Nicotinamide Plus uses a mixed berry flavour containing nicotinamide, zinc, vitamin C, and L-leucine for skin health. Performance Plus carries a strawberry and apple flavour formulated with 225 milligrams of magnesium and L-leucine to aid muscle recovery.

Influencer marketing and category competition

Priti Halai, country manager of Blackmores Thailand, said the rollout reflects a shift toward product formats that match changing consumer habits in an increasingly crowded supplements market.

Competition is fierce, and brands must deliver value that resonates with real consumer needs.

Marketing for the launch will rely primarily on influencer partnerships across digital platforms to build awareness among younger demographics. The shift toward confectionery-style and water-soluble vitamin formats across Southeast Asian retail reflects how legacy supplement makers are defending shelf space against direct-to-consumer wellness brands.

Retail performance in the final quarter will show whether the sachet line generates enough traction to hit the company’s full-year 18.6 per cent expansion target.