Broken rice as key ingredient in healthy, sustainable snacking: Interview with Yummy Food6565

The health-conscious snacking trend is changing the way manufacturers are formulating their products today. One offshoot is the growing use of underutilized agricultural resources to create high‑value food innovations. Within this space, one emerging brand in Thailand is attracting attention: TeYa, the snack brand under Yummy Food6565 Co., Ltd., has gained recognition for its gluten‑free, plant‑based, and reduced‑sugar crispy waffle products.

According to Techaya Udomchalermteeradej, CEO of Yummy Food6565 Co., Ltd. and founder of TeYa, her business journey began with expertise in waffle dough production, a process that traditionally relied heavily on imported wheat flour. A major turning point came when she identified a key pain point within Thailand’s agricultural sector — broken jasmine brown rice, a highly nutritious by-product that is often undervalued and sold at low prices. Driven by a vision to create a business that combines commercial growth with sustainability, she initiated extensive R&D to transform this local raw material into an alternative flour solution.

The innovation not only reduced dependence on imported ingredients but also created a gluten-free product platform that responds to the demand for healthier snack options. In this exclusive interview, Ms Udomchalermteeradej talks about the business.

Techaya Udomchalermteeradej, CEO of Yummy Food6565 Co., Ltd.

What market gap did Yummy Food6565 see in the healthy snack category when the brand was first established?

We identified a clear market pain point. In the past, consumers often had to choose between snacks that tasted good but were unhealthy, or healthy products that lacked enjoyment and flavor. We saw an opportunity to bridge this gap by combining both elements into one product.

That was the inspiration behind creating the TeYa brand. Our crispy waffles were developed for consumers who want the pleasure of premium crunch and great taste, while still maintaining a healthy lifestyle balance. We want snacking to feel enjoyable — without guilt.

Tell us about your production.

We place strong importance on building a solid operational foundation. Our factory is equipped with modern production technology and scalable manufacturing capacity that can support both domestic distribution and large-volume international orders. We also maintain international quality and food safety standards, while remaining flexible to expand capacity as market demand grows.

How are emerging health and lifestyle trends impacting product development at TeYa?

Our key strategy is integrating data-driven insights with R&D. We do not simply follow trends; we analyze which trends are short-term and which represent long-term mega trends. We then use these insights to develop our products that solve real consumer problems.

For example, in response to the growing demand for sugar reduction, we did more than replace sweeteners — we focused on developing the most balanced taste and texture to encourage repeat purchases. Ultimately, true commercial success comes from products that naturally become part of consumers’ daily lifestyles.

Fruit-based TeYa crispy waffle series

What is the biggest challenge in creating snacks that are both health-driven and enjoyable to eat?

One of our biggest challenges has been maintaining texture and crispiness. The signature of TeYa waffles is their enjoyable crunch and premium eating experience. However, in food science, reducing sugar, lowering fat, or using alternative ingredients often changes product structure. We invested significant time and resources into R&D to achieve the right balance, ensuring our crispy waffles continue to deliver great taste and texture while meeting nutritional expectations.

Which consumer demand is showing the fastest growth : gluten-free, plant-based, keto, or reduced-sugar snacking?

Based on our market research, reduced sugar products represent the fastest growth and broadest consumer demand, as health awareness continues to expand across all demographics. Plant-based products are also growing rapidly, moving beyond niche consumers toward the flexitarian lifestyles segment. Meanwhile, gluten-free and keto consumers remain highly loyal segments, and we continue to develop products that meet these specific needs within our portfolio.

Which of your products sell well in Thailand?

Our fruit-based TeYa crispy waffle series with local fruit ingredients has high sale volume. These flavors resonate well with Thai consumers, are highly accessible, and pair naturally with tea or coffee. Health-conscious working adults and younger consumers especially appreciate this series for its fresh, premium image and guilt-free snacking experience.

How have product innovation and packaging helped strengthen Yummy Food6565’s position in the market?

Innovation is the core of our business, while packaging plays a key role in communicating our brand identity. Our proprietary baking technology creates a unique crispy texture, while our packaging is designed to preserve product quality, extend shelf life, and reflect our premium and sustainability-focused positioning.

What are your plans for growing Yummy Food6565, and how do you see the opportunity for Thai healthy snacks in overseas markets?

Our vision is to establish TeYa as a global healthy snack brand. Thai snacks are already internationally recognized for their unique and sophisticated flavors. By combining Thai flavor expertise with global health and wellness trends, we see significant export opportunities. Our goal is not only to place products on overseas retail shelves, but also to make TeYa part of consumers’ healthy lifestyles worldwide.

Are you planning to export to other Southeast Asian countries? If yes, how do you plan to meet the market expectations based on flavors and other demand?

Southeast Asia is one of our key strategic markets. Our approach is based on ‘glocalization’ — thinking globally while adapting locally. We will maintain TeYa’s core values of quality, health, and enjoyable crispiness, while collaborating with local partners in each country to adapt flavors to regional taste preferences. We also tailor product sizes and pricing strategies to suit local purchasing behavior, ensuring that TeYa can connect with consumers across every market we enter.