Honorable Mention NortheastDernour Fermented Fish Powder for the New GenerationIncreasing Convenience through Innovation
Dernour Co., Ltd.
Chaiyaphum
Brand : Denour
Fermented fish sauce is integral to Thai cuisine, especially in dishes from the Northeast, such as papaya salad, spicy salad or curries. However, fish sauce is difficult to store, especially since it is sold in glass or PET bottles. Once opened, these bottles must be stored properly to ensure the fish sauce remains fresh. Apart from this, moving opened fish sauce bottles can be difficult, and even disastrous in some cases.
Mr.Jenwit Laithaweewat, CEO, DERNOUR CO., LTD., realized that this pain point was actually an opportunity to create fermented fish sauce products for a market that is growing and already has a value of more than 1 billion baht a year. So, he came up with the idea of developing “fermented fish sauce powder” with the use of spray drying. The powder was then innovatively packaged in 25-gram easy-to-tear foil sachets. One sachet provides just the correct seasoning for one serving of dishes like papaya salad, spicy salad, crab or Lao curry etc.
“We began with an Isaan [Northeast] restaurant franchise called Dernour, which has 55 branches across Thailand. Initially, we bottled fish sauce for distribution to our franchisees. But later we came up with the idea of turning the fish sauce into powder. However, there was a problem. It did not dissolve as easily as it should. So, we began looking for other ways to make fermented fish sauce more water-soluble.
“That’s when we learned that the granulation drying process yields a finer and more soluble fermented fish powder. Through cooperation with Mahasarakham University, we gained knowledge about shredded drying and began trying it out through trial and error. Then came the problem of packaging. Initially, we used kraft paper envelopes to make fermented fish powder cubes. But then we learned that kraft paper does not keep out moisture.
“We then switched to packaging in foil pouches and improved the size from large to small that can be used in one go. For instance, when making Lao curry, Om curry or mushroom curry, only one sachet is necessary, without the need for additional seasoning. Hence, it is convenient and easy to use. These sachets can be carried and stored far more easily, and still retain the taste of the fermented fish sauce.”The company’s targeted customers are city dwellers in the 30-40 age range, as well as campers and hikers who need portable condiments. The company is building its brand through social media influencers, as well as communicating with target audiences through
InnovationThailand’s ubiquitous fermented fish sauce has now been turned into powder form with the use of hot spray drying. The product is packed in moisture-controlled foil packaging and has a shelf life of one year, which makes it perfect for busy people.
GrowthDernour began as an Isaan restaurant franchise that expanded to 55 branches in just three years. This year, the goal is to add another 10 branches to build a customer base and make Dernour a household name. Plans are being made to make the fermented fish powder available via modern trade channels and retail stores to capture customer interest. The company is also eyeing foreign export markets like the United States and Cambodia.
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