CPRAM Launches 50+ Vegan Products for Thailand’s 2026 Jae Festival

CPRAM highlights over 50 vegetarian food items under its VG for Love brand, pushing into the market for 2026. CPRAM Co., Ltd., a leader in the ready‑to‑eat food industry, is advancing into the vegetarian market for Watch the 2026 Jae Festival under the slogan “Delicious and merit‑making, happy every bite.” It promotes VG for Love as tasty and easy, meat‑free, featuring popular dishes such as vegan basil pork fried rice and new items like vegan drunken spaghetti with crispy pork and chili‑bamboo shoot fried rice. The launch debuts at the Yaowarat Jae Festival from October 10‑18, nine days and nights, introducing new menu items “Jad Dragon x Dena” using Dena soy milk as filling for steamed buns, plus “Le Pain” fresh bakery products that are easy to enjoy anywhere, catering to all consumer groups throughout the festival at 7‑Eleven, Makro, Lotus’s and leading retailers across more than 20,000 outlets nationwide.

CPRAM views the 2026 vegetarian market as shifting from seasonal festival consumption to everyday food choices. Its consumer base is expanding from strict vegetarians to health‑conscious shoppers and flexitarians who reduce meat in some meals, while still emphasizing nutrition, taste, convenience and value. This creates an opportunity for “healthy vegetarian” menus as more people adopt preventive health habits, choosing natural ingredients, plant‑based protein and varied nutrition, while taste remains a decisive factor for purchase and repeat buying. The flexitarian segment drives this shift by increasing plant‑based food intake without requiring a full dietary overhaul, all under the VG for Love brand.

Nantanat Pitwivadhananon, Assistant Managing Director of CPRAM, said, “Today the vegetarian market is more flexible than before. Consumers no longer label themselves as vegetarian or not; they choose based on health ideas or reducing meat in certain meals. Modern vegetarian food must therefore be not only meat‑free but also delicious, nutritious, convenient and good value, so people feel comfortable eating it every day, while still aligning with the traditional practice of consuming vegetarian food during the festival.”

From a festival of faith to the development of modern vegetarian food, the Jae Festival remains a key milestone in Thai food culture and a year‑end tourist magnet. Yaowarat’s bustling streets lined with yellow flags and vegetarian stalls, and Phuket’s Vegetarian Festival—inscribed as national intangible cultural heritage since 2018—reflect the tradition of cleansing body and mind, observing precepts and passing down community rituals.

Emphasizing “value for money” amid fragile purchasing power, CPRAM aims to make vegetarian food a year‑round menu rather than a seasonal one. Instead of competing solely on low price, the company focuses on delivering overall worth through a diverse product portfolio covering price, size, menu variety and consumption formats, while maintaining standards of quantity, quality, taste and convenience. “When consumers are cautious with spending, the priority is not the lowest price but making them feel that what they pay is worthwhile and meets their needs comprehensively—the core of CPRAM’s vegetarian food development this year,” Nantanat added.

This year’s Jae Festival therefore offers a good chance to earn merit while looking after health. Consumers can confidently choose CPRAM’s vegetarian menus, easily available at 7‑Eleven stores.