Mirex launches Anyday glass cookware for urban lifestyle market

Thansettakij•Economy•6d ago

Reader Briefing

Mirex (Thailand) introduces Anyday glass cookware from the US to target the Thai urban lifestyle and health-conscious market.

•Mirex (Thailand) is transitioning from a cookware manufacturer and distributor to a Cookware Lifestyle Brand.
•Anyday, a versatile glass cookware brand from the US, is being launched in the Thai market for the first time.
•Mirex (Thailand) aims to increase sales by 15% by the end of 2026.
•The target market is the Thai cookware market, estimated by the company to be worth at least 35 billion baht.

•Mirex (Thailand) launched Anyday, a glass cookware and storage brand from the United States, in the Thai market.
•Anyday is positioned as an all-in-one solution for microwave cooking, covering preparation, cooking, serving, and storage.
•Mirex (Thailand) estimates the Thai cookware market value at no less than 35 billion baht.
•Mirex (Thailand) targets a 15% sales increase by the end of 2026.
•Mirex (Thailand) allocates 30% of its sales target budget to expand its new customer base.
•Mirex (Thailand) plans a sales distribution ratio of 50% through department stores and MEYER showrooms and 50% through online channels.
•Mirex (Thailand) is targeting urban consumers, health enthusiasts, and working professionals who have time constraints but want to control food quality.
•Mirex (Thailand) uses Social Media, KOLs, Influencers, and KOCs as mechanisms to create awareness and word-of-mouth.

Full article content is available on the original source.

Mirex (Thailand)(ไมเร็กซ์ (ประเทศไทย))

A cookware manufacturer and distributor transitioning into a Cookware Lifestyle Brand.

A multipurpose glass cookware brand from the United States.

U.S. Food and Drug Administration(สำนักงานคณะกรรมการอาหารและยาแห่งสหรัฐอเมริกา)ℹ️

A US agency whose data indicates that proper microwave use does not cause harmful contamination in food.

Commonwealth Scientific and Industrial Research Organisation(องค์การวิจัยวิทยาศาสตร์แห่งชาติออสเตรเลีย)ℹ️

An Australian research organization whose data indicates that rapid microwave cooking can preserve vitamins and nutrients in some cases.

Meyer(ไมย์เออร์)

An entity with showrooms used as a sales channel by Mirex (Thailand).

Mr. Joseph(นายโจเซฟ)

An individual associated with the launch of Anyday who discussed the Thai cookware market value.