Startup CPG Newswire:
Goodness Plant Launches “Bangkok Bites,” a Thai-Inspired Protein Snack Series in the U.S.
PRESS RELEASE — NEWS PROVIDED BY Chanya Laosrimongkol for Bangkok Bites (Goodness Plant)
NEW YORK, NY (2025) — Goodness Plant, a Thai, women-owned snack company founded by Bella, has announced the U.S. relaunch of its plant-based protein snack line under a new sub-brand, Bangkok Bites. The collection introduces four SKUs of high-protein chips and vegan jerky inspired by the bold and familiar flavors of Thailand — Pad Thai, Tom Yum, Sriracha, and Thai BBQ.
The new line marks what Bella calls “phase two” of her journey. After launching her first plant-based snacks in the U.S. earlier this year, she decided to rebuild from the ground up — refining flavor, packaging, and positioning to reflect her Thai roots more authentically. “Bangkok Bites is where I return to my culture,” she says. “It’s about being unique, different and true to who we are — Thai at heart, but made for everyone. Plant protein snacks in Thai authentic taste, no one ever did this before.”
Each product offers between 10 and 18 grams of plant protein per pack with minimal fat, designed for modern consumers looking for flavor-first, high-protein snacks. The protein chips capture the signature heat and citrus of Tom Yum, Thailand’s iconic hot and sour soup, and the sweet-spicy balance of Sriracha. Meanwhile, the vegan jerky line features two flavors rarely seen in the snack aisle: Pad Thai, a tangy, nutty flavor layered with tamarind and roasted peanuts, and Thai BBQ, which brings the smoky aroma of Bangkok street food.
Beyond flavor, the Bangkok Bites jerky tackles a common problem in the category — toughness and excess oil. Made with soy protein and developed through in-house R&D in Thai kitchen, its texture is chewy but tender, addressing consumer feedback that most jerky, plant-based or not, is either too sticky or too hard to enjoy.
Packaging for the new series draws inspiration from the colors and atmosphere of modern Thailand, subtly influenced by cultural moments such as The White Lotus season filmed in the country. The design places Thai identity and female entrepreneurship at its center — a reflection of Bella’s goal to build a brand that feels both global and grounded.
Goodness Plant’s Bangkok Bites officially relaunched in October 2025 on Amazon. The brand is currently open for discussions with distributors, retailers, and partners as it continues to expand in the U.S. market and beyond.
About Goodness Plant
Founded by Thai entrepreneur Bella, Goodness Plant crafts high-protein snacks inspired by Thai flavors, made to share joy and culture globally.
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