CP Axtra Public Company Limited, or CPAXT, which operates the Makro and Lotus's wholesale and retail businesses, is extending its cooking competition Hidden Taste Thailand Presented by Lotus's into product development under Lotus's own brand, covering ready-to-eat boxed meals, frozen food and bakery items. The full range of three formats is sold at large Hypermarket branches, while smaller Supermarket outlets focus on frozen food. Worawan Pianlikhitwong, Chief Transformation Officer of CPAXT, said the model treats content as a starting point that is extended into real products and experiences. The programme is Lotus's own entertainment intellectual property, built on the concept of from screen to plate. It drew 100 contestants from a wide range of professions, the largest number among cooking competitions in Thailand, and worked with food experts from Suan Dusit University to develop and select menus under a 3C model spanning content, community and commerce. Among the most popular dishes are crispy salt-and-chilli chicken wings from Wa, a home cook from the Monthong community, and creamy mushroom carbonara spaghetti, the winning dish of season one by Chef On. The company is also extending the programme into a Hidden Taste Thailand Pop-up Experience that brings the show's chefs to meet consumers in its branches, starting at Happitat as the first location, with plans to rotate the event through major branches nationwide. It aims to expand its ready-to-eat, or RTE, portfolio to a total of 300 menu items, in line with its Happy & Healthy Mall strategy to elevate itself into a full-service food destination.
CP Axtra Public Company LimitedCPAXT is extending Hidden Taste Thailand into Lotus's own-brand ready-to-eat products and targeting 300 RTE menu items, expanding its product offering and food-destination strategy.
