Thai supplement company NUUI World has redefined its brand identity by shifting from a traditional health product provider to a lifestyle-driven wellness company. Adopting the new brand message “Feel Good, Every Day,” the company now focuses on offering functional products designed to improve daily well-being. This repositioning classifies the brand as a Life Science business, integrating innovation and natural ingredients sourced globally under stringent international standards to support modern wellness needs.
New Launches and Showcase at THAIFEX ANUGA Asia 2025
NUUI World presented its latest product innovations at THAIFEX ANUGA Asia 2025. New launches included tropical fruit-based dietary supplements, part of its expanding fibre product range. These launches underline the brand’s renewed direction and commitment to enhancing everyday health through convenience.
Brand Evolution and Business Strategy
Founder and CEO Siriporn Thongrujiruj stated that NUUI World, founded in 2012, aims to deliver science-backed supplements that align with the habits of today’s consumers. The company has transitioned from a standard health brand to a broader Life Science & Wellness provider, responding to growing demand for products that support both mental and physical health. Siriporn added that this evolution reflects NUUI World’s goal to help individuals build self-confidence through simple, result-driven wellness solutions.
Product Development and Innovation
Among the key products, NUUI Fiber Gold leads with a blend of prebiotics, probiotics, and postbiotics to aid digestive and gut health. The product lineup also includes variants such as NUUI Fiber Plus Prune, Papaya, Passion Fruit, and Tamarind—each tailored for ease of use and infused with natural extracts to support balanced nutrition.
Consumer Engagement and Event Participation
The brand attracted attention at THAIFEX ANUGA Asia 2025 by unveiling three newly formulated fibre products: NUUI Fiber Plus Papaya, NUUI Fiber Plus Passion Fruit, and NUUI Fiber Plus Tamarind. NUUI Fiber Gold and NUUI Fiber Plus Prune were also featured. A meet-and-greet with entertainer Lee-Thanat added an interactive element to the booth, designed to draw engagement from event attendees.
Future Growth and Brand Collaborations
NUUI World is planning to expand both consumer and business segments. To improve accessibility, it will introduce distribution through vending machines. The company is also working with artist TUM ULIT to create a new brand character encouraging self-care and sustainability.
The brand’s visual identity has been further refined through a collaboration with Somchana Kangwarnjit, the Founder and Executive Creative Director of Prompt Design. This partnership has elevated product packaging and marketing visuals to better reflect the brand’s new direction and appeal to contemporary consumers.
For more information, contact NUUI World via its website, Facebook, TikTok, LINE, or by calling 097-285-8339.
