# Calbee to Launch New Asia-Oceania Strategic Brand POP LAYERS in Thailand

- Link: https://www.thailand-business-news.com/pr-news/calbee-to-launch-new-asia-oceania-strategic-brand-pop-layers-in-thailand
- Published: 2026-10-06T12:00:00+07:00
- Author: PR Newswire

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 ◦ _Leveraging product and production expertise developed in Indonesia_

TOKYO, Oct. 6, 2026 /PRNewswire/ — Calbee, Inc. ("Calbee") announced today the launch
of _POP LAYERS_ in Thailand, beginning in October 2026. _POP LAYERS_ is a new multilayer
corn snack developed as a strategic brand for Calbee’s Asia and Oceania Region. 
The initial lineup features Salt, Cheese, and BBQ flavors.

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Thailand was selected as the brand’s first market due to the steady growth of its
savory snack category, with fabricated snacks gaining in popularity. Designed primarily
for younger consumers interested in new products and trends, _POP LAYERS_ offers
a distinctive snacking experience through its multilayer structure.

The new products will initially be available at 7-Eleven stores nationwide. BBQ 
will be sold exclusively at 7-Eleven, while Salt and Cheese will expand sequentially
to additional retail channels approximately one month after launch.

The launch supports the Calbee Group’s growth strategy, "Accelerate the Future,"
under which its overseas business is positioned as a key driver of growth through
2035. In the Asia and Oceania Region, the Group is leveraging products, technologies,
and production infrastructure developed across its markets to create new opportunities.
Going forward, Calbee plans to expand _POP LAYERS_ across the region and broaden
consumer reach.

_POP LAYERS_ builds on the product development and production expertise behind _GuriBee_,
a multilayer corn snack sold in Indonesia._ GuriBee_ is manufactured by PT. Calbee-
Wings Food, Calbee’s joint venture with the Wings Group in Indonesia since 2021.
Its light, crispy texture and distinctive multilayer crunch have resonated with 
consumers, driving demand. PT. Calbee-Wings Food has since expanded its _GuriBee_
production capacity, enabling broader distribution in Indonesia and overseas. Drawing
on the product expertise and market insights gained through _GuriBee_, Calbee developed
_POP LAYERS_ for the broader Asia and Oceania Region.

"Calbee has traditionally expanded its global business by bringing well-loved brands
from Japan to overseas markets." said Teiichiro Morioka, Managing Executive Officer,
President of Asia and Oceania Region. "_POP LAYERS_ is a new brand originating in
Indonesia developed to reach more consumers around the world. Beginning with Thailand,
we aim to drive further growth overseas and strengthen our global business foundation."

**About the Calbee Group **

Since 1949, Calbee has embraced its corporate philosophy of harnessing nature’s 
gifts to create products that bring great taste and enjoyment while contributing
to healthier lifestyles. Guided by this enduring philosophy, we work to help address
social challenges through our business activities. In doing so, we continue to take
on new challenges as we look toward our next 100 years and beyond.

Under our 2035 growth strategy, _Accelerate the Future_, Calbee is today expanding
snacking and light-meal occasions beyond traditional ways of eating and into new
markets around the world. As we continue our evolution from a Japanese snack food
maker into a global snacking company, we aim to bring the joy of food to people 
around the world and deliver new value.

For more information, visit: [https://www.calbee.co.jp/en/](https://www.calbee.co.jp/en/)

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