SEALECT Aims for Strong 2026 Growth with Smart Protein

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Strategic Expansion and Purpose-Driven Growth of SEALECT

SEALECT, Thailand's leading canned tuna brand, is undergoing a major growth initiative as part of Thai Union Group PCL (TU), a global seafood leader. The brand aims to solidify its position as the country's provider of 'Smart Protein for All.' With a target to increase sales by 10% in 2026 to 836 million baht—up from an expected 760 million this year—SEALECT is advancing at twice the pace of Thailand’s broader food industry. It currently holds a commanding 57.5% market share, reinforcing its dominance.

For TU, the ambition extends beyond commercial success. As Natthavee Wachirataveepaat, General Manager, Emerging Markets at TU, emphasizes, SEALECT’s mission is deeply rooted in societal purpose. "We are not simply selling canned tuna. Our mission is to deliver food security by ensuring consumers have everyday access to safe, nutritious and affordable protein," she explains.

This purpose-driven approach aligns with evolving consumer behavior. Health consciousness is on the rise, and demand for high-quality protein is accelerating. Families are increasingly seeking trustworthy, nutritious, and value-driven food choices. "Demand for high-quality protein continues to increase, and health trends remain robust," Ms. Natthavee notes. "SEALECT is committed to innovation and marketing initiatives that make nutritious, ocean-sourced protein accessible for everyone, every day."

To support its next phase of expansion, TU plans to allocate 4–5% of SEALECT's sales revenue to marketing in 2026. While 97% of current sales still come from offline channels, the brand sees strong potential to reach new customer groups through digital platforms.

Five Strategic Growth Pillars for 2026

Under its overarching 'Smart Protein for All' strategy, SEALECT has outlined five key pillars to drive growth:

1. Elevating Tuna as 'Smart Protein'
   SEALECT aims to shift consumer perception of canned tuna from a simple pantry item to a superior 'Smart Protein' choice. This includes emphasizing high-quality protein, essential omega-3 fatty acids, and vitamin B12. By highlighting these benefits, the brand seeks to reinforce its leadership in Thailand's protein-centric food segment and inspire more frequent consumption.

2. Accelerating Innovation and Flavour Collaboration
   Innovation remains central to SEALECT's expansion. The Ready-to-Eat range is being broadened with new formats, including tuna chilli pastes and hybrid meal solutions catering to modern, busy lifestyles. Local flavour collaborations have proven successful, such as Lao-style tuna chilli paste with Mae Boon Lam and steamed tuna in soy sauce with Deksomboon. In 2026, a new partnership with Chua Hah Seng will further blend authentic Thai flavours with responsibly sourced premium tuna.

3. Reaching Families Through Character Marketing
   A standout strategy for SEALECT is the use of well-loved global characters to engage families and younger consumers. Partnerships with icons like Doraemon, Sesame Street, and the Powerpuff Girls x SEALECT collection bring fun, colour, and playful appeal to supermarket aisles. These character-led designs help parents introduce nutritious protein in an enjoyable way while enhancing on-shelf visibility.

4. Building a Seamless Omnichannel Ecosystem
   With consumer journeys becoming increasingly blended, SEALECT is enhancing its omnichannel ecosystem to ensure a unified shopping experience across modern trade, convenience stores, e-commerce, and social commerce. Member privileges, early product access, and personalized promotions will play a key role in expanding the brand's digital footprint.

5. Enhancing CRM to Encourage Repeat Purchases
   Strengthening customer loyalty is a core focus for 2026. Upgraded CRM initiatives, including reward campaigns, lucky draws, and targeted promotions, aim to encourage repeat purchases and foster deeper brand affinity. SEALECT seeks to move beyond being just a product choice to becoming a trusted, everyday nutrition partner in the lives of Thai consumers.

Expanding Reach and Community Engagement

These initiatives reinforce SEALECT's role as a trusted, everyday nutrition partner for Thai consumers. The brand's strategy is grounded in consumer insights and emerging food trends. Looking ahead, Ms. Natthavee highlights three core priorities: health awareness, convenience, and value for money.

To connect with new audiences, SEALECT will launch a campus engagement programme in 2025 in collaboration with universities such as Mahidol Salaya, offering students a fun and relatable introduction to tuna. The brand also conducted a school tour programme running from May to December 2025, aiming to introduce tuna products to young students and increase their accessibility.

As its consumer base expands, the brand's communication remains rooted in empathy and everyday relevance. "Our approach is fully customer-centric. We aim to become part of consumers' daily dialogue, not just a brand on the shelf."

Target Audience and Future Vision

SEALECT's target audience spans three key groups: - Mothers and children – reinforcing tuna as a nutritious protein source equivalent to chicken, rich in omega-3 and vitamin B12 - Students, youth, and first-jobbers – providing affordable, ready-to-eat protein for busy lifestyles - Working adults – supporting healthier meal choices without compromising convenience or flavor

SEALECT's accelerated direction aligns with TU's global commitment to responsible sourcing and sustainable food systems. "Our mission is to help consumers access healthy, ocean-sourced protein every day, or at least once a week," Ms. Natthavee concludes. "By investing in innovation, partnerships, and customer engagement, SEALECT is ready to grow sustainably while supporting the long-term development of Thailand's food industry."

With a strong foundation, an energetic innovation pipeline, and a purpose-led ambition, SEALECT is firmly on track to strengthen its leadership as Thailand's preferred Smart Protein, a brand that not only adapts to changing consumer needs but actively shapes the future of food.