Developing and Improving Creative Healthy Food Recipes under the Bis Meal Brand to the World Kitchen

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.