Page 54 - IFIA Magazine 7

IFIA Mag azine Se p t ember 2018 IFIA Mag azine Se p t ember 2018

Mrs. Sasima Arjsongkram or Mrs. Dao, Thai
pharmacist , Communication and PR Director
of The Pharmaceutical Association of Thailand
under Royal Patronage and Editor of “Ya-Na-
Roo”, Journal for Thai Pharmacist Profession ,a
former DJ of Traffic and News Radio, has devel-
oped “Prikka Spicy Coffee” as the World’s First
Spicy Coffee .

Her new product, Prikka Spicy Coffee, has been
formally announced as Innovation, patented
and enlisted in Thailand’s National Innova-
tion List for 8 years (Year 2017-2025). Currently,
Prikka Spicy Coffee is preparing to be an inter-
national product creating new experience for
coffee drinkers around the world with Hot Fla-
vor, Warm Feeling as the Slogan “Pick a Prikka,
Please Yourself”. Spicy Taste comes from Thai
Bird Chilies Extract which represents Thai Cui-
sine Identity. This is the very first time for com-
mercial 3 in 1 coffee to have Prik-Khee-Nuu or
Thai Bird Chilies as an ingredient.

It’s quite amazing how she has been able to cre-
ate coffee product with chili as coffee and chili
should not be combined. To this question, she
answers “I like to cook and bake, I also like to
taste and I have knowledge about ingredients
in dietary supplements. I think coffee market in
Thailand has lacked a wow or surprise for a long
time. Most of manufacturers tend to differenti-
SASIMA ate the coffee itself rather than new flavors. In
addition, there are many limitations in 3 in 1
ARJSONGKRAM: coffee available in the market. Consumers often
find that delicious coffee is not good for health
THAI PHARMACIST because it is sweet and rich of fat. Tasty coffee
is not healthy and healthy coffee is not tasty.

INNOVATOR OF WORLD’S Therefore, my ideas are to create a tasty and
healthy coffee to serve customer satisfactions.
FIRST SPICY COFFEE So, I come to think of coffee with exotic tastes
with both Taste and Benefit come together and
raw materials should be a kind of Thai Culture
of Dining. I thought of capsaicin as an active in-
gredient from Thai bird-chili extract.”

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