Abstract:
The objectives of this research were 1) to study the development and advancement of
creative healthy food recipes in the three southernmost provinces of Thailand, and 2) to
examine the brand communication of the creative healthy food products. It was developed as a qualitative research. The key informants were food experts, communication
arts academicians, food scientists, marketing academicians, nutritionists, visual arts
academicians, graphic designers, and chefs totaling 55 people using thepurposive sampling. The research tool was the group discussion by conducting a group conversation.
The data was analyzed using the descriptive analysis.The research findings revealthe
following: 1) The recipes for creative healthy food in the three southernmost provinces
of Thailand cover a total of 15 recipes, namely Nacidakae, Lava Salad Dressing, Tilapia Tacos, GerabuSeupe, Tupasutong, Royah, Ko Lae Chicken, Cassia Curry, Kao
Tung Kao Yam, Ladu Daifuku, Ako Tart, Khonthee Strawberry Cheesecake, Saba Cereal, GerabuSeupe, and Putu Haluebor, and 2) The brand communication of creative
healthy food products is designed to accommodate from the teenagers to working consumers, especially Muslim consumers with a healthy lifestyle focusing on healthy food
choices. The Bis Meal Brand is a creative health food embedded brand portraying the
best selection with the use of local ingredients in the three southernmost provinces of
Thailand while offering the consumers with the form of creative healthy food.
