Capitalising on the global appetite for bold and distinctive tastes, the Thai sauce brand extends its signature Sriracha flavour into new snack categories.
Exotic Food Public Company Limited (XO) is strengthening its business presence in Europe through Flying Goose, its signature Thai Sriracha sauce brand, as consumers worldwide increasingly embrace international cuisines and distinctive flavours. At SIAL Paris 2026 in France, the company showcased more than 50 varieties of Flying Goose Sriracha sauce and introduced new Sriracha-flavoured potato crisps and peanuts. The launches extend the brand’s signature taste into new eating experiences while broadening its reach through a more diverse range of food products.
Jittiporn Chantrarat, Chief Executive Officer of Exotic Food Public Company Limited, said Europe remains one of the company’s key markets, where Flying Goose has continued to expand its consumer base and distribution network. In Germany, Flying Goose is the number-one Sriracha sauce brand by sales, demonstrating the potential of Thai brands to compete and gain recognition in the international food market.
Today, Exotic Food products are available in 80 countries, with more than 30,000 points of sale worldwide under its principal brands, Exotic Food and Flying Goose. The company focuses on bringing the distinctive flavours of Thai cuisine to international consumers while adapting its products to suit the preferences and consumption habits of individual markets.
“Taking Thai flavours to the global market is only the beginning. Building a successful international brand requires an in-depth understanding of consumers in each country, the ability to adapt to the needs of different markets, and an ongoing commitment to maintaining quality and developing innovation,” said Jittiporn.
Growing Interest in New Flavours Creates Opportunities for Thai Sriracha
This direction is in line with consumer trends highlighted by SIAL Paris in its summary of the SIAL Insights 2026 report, which draws on research from Kantar, ProtéinesXTC and Circana. According to Kantar Food 360™, 54% of French consumers appreciate products that offer new textures, greater variety or different eating experiences, and are interested in discovering foods they have never tried before.
Meanwhile, data from the ProtéinesXTC Global Food Innovation Barometer, cited in the report, indicates that products featuring spicy flavours have increased by 22.8% globally. This reflects growing momentum in food innovation towards more pronounced and intense flavour profiles.
Thai, Italian and Japanese cuisines also remain popular choices among consumers. At the same time, food enthusiasts around the world are exploring more deeply the distinctive flavours, ingredients and culinary traditions of specific regions. This creates opportunities for food brands to differentiate their products by presenting not only unique tastes but also the stories and origins behind them.
For Flying Goose, these trends offer an opportunity to bring the distinctive character of Thai Sriracha to a wider audience through new flavour options and applications. Beyond serving as a table sauce or cooking ingredient, Sriracha can also inspire flavour innovations across other food categories.
More Than 50 Flavours: From Condiments to Snacks
At SIAL Paris 2026, held at Paris Nord Villepinte Exhibition Centre in France, Flying Goose presented more than 50 varieties of Sriracha sauce. The range included Sriracha Mayo, Sriracha Blackout, Sriracha Wasabi, Sriracha Kimchi and Sriracha Ginger, among others. The collection demonstrates the brand’s approach of using its signature Sriracha base to develop a diverse portfolio tailored to consumer preferences in different markets.
The company also showcased products developed in collaboration with business partners, including Sriracha-flavoured potato crisps and peanuts. These new offerings bring Flying Goose’s distinctive flavour into the snack market, allowing consumers to discover and enjoy the brand in different formats and eating occasions.
This product expansion responds to the growing appetite for new food experiences by combining distinctive flavours with familiar products. It also creates opportunities for Flying Goose to develop further partnerships with businesses across the food industry, extending its reach beyond sauces and condiments.
Connecting with Partners to Drive Growth in Europe
SIAL Paris serves not only as a platform for showcasing products but also as an opportunity for Exotic Food to connect with buyers, distributors and potential business partners from various markets. The event enables the company to strengthen existing relationships, explore consumer demand and discuss new opportunities in distribution and collaborative product development.
“Exotic Food combines the distinctive identity and cultural heritage of Thai cuisine with its expertise in international markets to develop products that meet the needs of consumers from diverse cultural backgrounds. Our participation in SIAL Paris reflects not only the progress of Thai brands in international markets but also their potential to compete and grow on the global stage,” said Jittiporn.
Alongside product innovation and market expansion, Exotic Food remains committed to sustainable business practices. The company has achieved ISO 14068-1:2023 certification and is progressing towards its targets of carbon neutrality by 2040 and net-zero greenhouse gas emissions by 2050. These commitments are intended to support the company’s long-term growth and strengthen its partnerships in international markets.
