Koh-Kae (Thai: โก๋แก่) is a prominent Thai snack brand, best recognised for its crispy coated peanuts, particularly the signature coconut-cream/coconut-milk-flavoured variety. The brand is manufactured by Mae-Ruay Snack Food Factory Co., Ltd. (บริษัท โรงงานแม่รวย จำกัด), a family-owned company established in 1964. Koh-Kae’s flagship product was introduced in 1976 and has since become one of Thailand’s most recognizable packaged nut-snack brands.1

The brand identity is heavily defined by its distinctive mascot: a spiky-haired young man wearing black sunglasses and a judo-style uniform. This character, paired with the memorable slogan “โก๋แก่ มันทุกเม็ด”—often translated as “Koh-Kae, tasty in every nut”—remains central to the brand’s image.2

1964: Foundation of Mae-Ruay

The origins of Koh-Kae trace back to Mae-Ruay Snack Food Factory, which was established in 1964 by Chookiat Ruayjarernsap and Jiraporn Ruayjarernsap. Initially operating as a small food manufacturer in the Ekachai–Bang Khun Thian area of Bangkok, the factory produced various traditional Thai snacks before the Koh-Kae brand existed. Early products included fried nuts, shrimp crackers, milk toffee, puffed snacks, and other conventional items.

The name “Mae-Ruay” combines Mae (meaning “mother”) with “Ruay,” derived from the family surname. This naming convention was typical of Thai snack factories during that era.

1976: Birth of Koh-Kae

A significant turning point occurred in 1976 when Mae-Ruay introduced Koh-Kae crispy peanuts coated with coconut flavour. Rather than simply roasting or salting peanuts, the company developed a crunchy coating around the nut. This combination of peanuts + crisp coating + coconut flavour created a product distinct from conventional peanut snacks available in Thailand at the time. The product gained rapid popularity, driving demand that necessitated an expansion of manufacturing operations.3

1977: Expansion

Just one year after the launch, in 1977, Mae-Ruay expanded its operations and relocated its manufacturing base to the Rama 2 area. The company states that this site covers approximately 12 acres.4 This move marked the transition of Koh-Kae from a small-scale food product into a larger commercial snack operation.

The Name “Koh-Kae”

The name “Koh-Kae” was deliberately chosen for memorability rather than descriptive accuracy regarding the flavour. According to the company, the name was selected because it was:

• Short—consisting of only two syllables;
• Unusual and easy to remember;
• Easy to pronounce;
• Compatible with the visual identity of the mascot.5

The conception of the name alongside the mascot represented a strong branding strategy for a Thai snack product in the 1970s.

The Mascot

Perhaps the most recognizable element of Koh-Kae is its mascot, depicted as a young, somewhat rebellious-looking man with spiky hair, dark sunglasses, and a judo-style outfit. Founder Chookiat Ruayjarernsap drew inspiration from a Japanese postcard to adapt the character’s appearance for the brand. While the clothing reflects Japanese influence, the sunglasses and hairstyle contribute to the “cool guy” personality associated with the Thai word โก๋.

This mascot evolved beyond a simple logo to become the face of the entire company. Marketing analyses highlight the mascot as a key competitive advantage, providing a highly recognizable personality at a time when Thai snack packaging was generally less character-driven.

Although Koh-Kae began with a single iconic item, the portfolio has expanded significantly. The current range of coated peanuts includes flavours such as:

• Coconut
• Coffee
• Chicken
• Shrimp
• Barbecue
• Nori Wasabi
• Tom Yum

The company also offers other varieties of peanuts and legumes, including salted roasted peanuts, honey-roasted peanuts, salted broad beans, seaweed-flavoured broad beans, salted peas, wasabi peas, and other bean-based snacks.

The Koh-Kae Plus line extends the brand into premium nuts, featuring almonds, pistachios, cashews, and sesame-coated cashews. This diversification positions Koh-Kae not just as a peanut brand, but as a broader Thai nut-and-snack brand.

The Original Coconut-Coated Peanut

Despite the variety of offerings, the original coconut-coated peanut remains the product most closely associated with Koh-Kae. Its core proposition is straightforward: a peanut surrounded by a crispy, coconut-flavoured coating. The appeal lies in the contrast between the nutty, roasted interior and the crisp, seasoned outer layer. This original flavour has served as the visual and conceptual anchor of the brand since 1976, retaining its identity even as the company expanded into new categories.

As Koh-Kae grew, Mae-Ruay invested in industrial-scale manufacturing and formal quality systems. The company received ISO 9001 certification in 2000 through BVQI and subsequently implemented GMP and HACCP systems, with certification reported in 2002. These measures marked the shift from a small family producer to a modern food-manufacturing operation capable of supplying both domestic and international markets. The company currently employs more than 1,400 people.

Domestic Market

Koh-Kae has historically been a leading brand in Thailand’s nut-snack market. A 2019 industry report indicated that Koh-Kae held roughly 50% of Thailand’s nut-snack market share, illustrating its dominance within this specific category. Its strength is concentrated in nuts, coated nuts, and related snacks, distinguishing it from competitors in potato chips or extruded snacks. The brand maintains its position through decades of category occupation and a highly recognizable identity.

International Expansion

Koh-Kae has developed into an export-oriented brand. The company reports having sales representatives distributing products in 17 countries and exporting to more than 50 countries worldwide. Some international descriptions cite consumption in more than 57 countries, though exact figures vary depending on how markets are counted.

Internationally, Koh-Kae stands out because its flavours—including tom yum, coconut, shrimp, and nori wasabi—connect the product with Asian and specifically Thai culinary vocabulary. This makes Koh-Kae a notable example of Thai food culture being packaged for the global snack market.

Koh-Kae occupies a unique position in Thailand, functioning simultaneously as a mass-market snack, a long-established consumer brand, a piece of recognizable packaging design, and a nostalgic product for several generations. Its longevity is notable given the rapid change in snack preferences; the brand has retained its fundamental identity—the “cool guy” mascot, peanuts, crunchy coating, and slogan—while continuously adding flavours.6

The history of Koh-Kae can be summarised in four stages:7

1. 1964 — Foundation: Mae-Ruay begins as a small Thai snack manufacturer.
2. 1976 — Breakthrough: Launch of the signature coconut-coated peanut under the Koh-Kae name.
3. 1980s–2000s — Brand Building: Development of the mascot, packaging, slogan, and expanding flavour portfolio creates a nationally recognizable brand.
4. 2000s–Present — Internationalization: Implementation of modern production systems, expansion of the product range, and exports to dozens of countries.

The brand is operated by Mae-Ruay Snack Food Factory Co., Ltd., remaining closely associated with the Ruayjarernsap family. The headquarters is located at 11/1, 11/2 Bang Khun Thian–Chai Thale Road, Samae Dam, Bang Khun Thian, Bangkok 10150, Thailand. The company identifies its ambition as becoming a leading snack company in Asia while continuing to expand its international markets.

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