Taokaenoi steps into the konjac category with SUPER GROOB, bringing its familiar seaweed flavour language into a snack format that has become part of everyday eating in Thailand. This is not a pivot away from what the brand is known for, but a clear continuation, one shaped by how people choose snacks today.
Konjac snacks are no longer defined by what they exclude. They are chosen for texture, seasoning, and ease. Crunch has become central. Flavour carries the conversation. Mala, in particular, now functions as a shared reference point across the region - immediate, expressive, and widely understood. SUPER GROOB enters this space by pairing that spice-forward clarity with Taokaenoi’s seaweed-driven umami base, creating a balance that feels intuitive rather than instructional.
This is a product designed for real moments. It fits naturally into convenience stores, work bags, desks, and late evenings - picked up without ceremony and enjoyed without planning. That ease mirrors how snacks function today: not as indulgences to be earned, but as small, flexible pauses woven into daily routines. Konjac’s adaptable texture allows it to move easily through these moments, whether eaten on its own or combined with other foods.
From a brand perspective, the launch reflects measured confidence. Taokaenoi does not attempt to reinvent itself through SUPER GROOB. Seaweed remains the anchor, providing familiarity and depth, while konjac becomes the format that carries those flavours forward. This approach distinguishes the product from other mala-led konjac snacks by grounding intensity in recognisable taste logic.
The move also signals how far the konjac category has come. When an established snack brand enters with intention, it suggests maturity rather than experimentation. Konjac has earned its place as a repeatable, everyday choice - one that supports long-term presence instead of momentary novelty.
SUPER GROOB arrives with confidence, shaped by everyday habits and a clear understanding of modern snack culture. It does not ask consumers to change how they eat. It simply meets them where they already are, offering a familiar flavour perspective in a form that feels current and usable.
When seaweed steps into konjac, the result is not disruption, but continuity, an example of how brands can move forward by listening closely to the rhythms of daily life.
Reference: Tao kae Noi
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