Thai food brand Roza and VML introduce ready-to-eat relief bags for flood affected communities
Every year, Thailand faces recurring floods and natural disasters. Time and again, communities rally to support those affected, sending thousands of traditional relief bags. But while the intention is good, the reality is that many of these bags fall short: meals can’t be cooked, nutritional needs aren’t met, and variety and dignity are often overlooked.
Enter Roza, a 50-year-old Thai food brand, rethinking what a relief bag can—and should—be. Their new initiative, the “Ready Bag”, goes beyond simply filling stomachs: it’s a thoughtfully designed rescue kit that nurtures recovery for body and mind.
Working closely with frontline partners—including the Mirror Foundation, Oon Ai Rak, and volunteer jetski teams—Roza examined the realities of disaster zones: limited access to clean water, cooking facilities, and time, alongside high stress and uncertainty. Traditional relief solutions were often impractical or incomplete.
Nutritionally incomplete and repetitive: Many emergency meals rely on high-energy dry foods, lacking protein, vitamins, and minerals necessary for recovery. Eating the same food repeatedly can worsen physical fatigue and mental strain.
Cooking barriers: In flooded areas, access to clean water, electricity, or cooking tools is limited, making meals that require preparation a burden rather than help.
Packaging and spoilage issues: Logistics in crisis conditions can lead to damaged or expired food, which can cause illness in already vulnerable populations.
One-size-fits-all doesn’t fit all: Age, culture, and religious dietary restrictions are often overlooked. Children, seniors, and those requiring halal options frequently receive unsuitable foods.
Waste management challenges: Standard relief packaging generates significant plastic waste, creating hygiene and environmental concerns in already fragile shelters.
Suvit Wangpattanamongkol, Marketing Director of Hi-Q Food Products Co., Ltd., said: “We’ve seen good food wasted because some recipients simply couldn’t eat it. Even en route, fresh items often expire before reaching the end point. That reality pushed us to rethink what a relief bag really should be.”
Bag Project Roza Food Rescue, developed with VML Thailand, combines 50 years of food expertise, field insights, and nutritional science. The result: Ready Bag—a kit designed to be practical, nutritionally balanced, culturally considerate, and psychologically supportive.
• Varied, strategic nutrition: Each Ready Bag contains 9 ready-to-eat meals for three days, carefully selected for taste, nutrition, and variety. Examples include:
– Chicken porridge, a comforting, easy-to-digest protein-rich option
– Rice with tuna, delivering lean protein and essential minerals
– Riceberry chicken, providing fiber and sustained energy
– Pumpkin–carrot soup, rich in vitamins A and C for immune support
• Ready-to-eat convenience: Modern production ensures meals can be consumed straight from the pouch—no cooking, no utensils required.
• Culturally and age-appropriate: Recipes are suitable for all ages and religions, including halal considerations, ensuring no one is excluded.
• Durable, waste-conscious design: Waterproof and impact-resistant packaging protects contents from flood or moisture, while included trash bags help manage waste in compromised environments.
Instead of waiting for disaster to strike, Roza is developing a proactive distribution system, ensuring Ready Bags reach communities as early as possible when cooking resources and clean water are scarce. This approach transforms emergency aid from merely survival-focused to recovery-focused, helping recipients regain strength and dignity in the aftermath of crisis.
The Ready Bag may look simple, but it represents a systematic, science-driven approach to disaster nutrition.
Wangpattanamongkol added: “Being a food brand isn’t just about taste when life is normal—it’s about being ready when food is the most urgent form of care.”
The initiative is already in action: Ready Bags have been delivered through Oon Ai Rak and other partners to flood-affected civilians and border patrol units in Sisaket Province, providing convenient, safe, and nutritionally complete meals to those who need them most.
For Roza, a good food brand means being ready when no one else can be, ensuring every meal supports not just survival, but true recovery—body, mind, and community.
Credit
Client: Roza
Marketing Director : Suwit Wangpattanamongkol
Marketing Manager : Nattakarn Jantaraumpiwong
Group Product Manager : Roongthip Poomkumarn
Product Development Specialist : Supasid Rattanobon
Graphic Designer Supervisor : Jirachaya prasitpianchai
Digital Marketing Manager : Sasinan Rattanasiwilai
Digital Trade Marketing : Pornchanok Tantrakul
Product Marketing Supervisor : Werapattra Sawaengwudhiphan
Product Marketing Supervisor : Pornnaphat Marthong
Product Marketing : Kaynika Yamdee
Assistant Digital Marketing & CRM Manager : Setthawut Kanwannee
Digital Marketing Manager : Sasinan Rattanasiwilai
Marketing Administrator : Aunnisa Chuenphueak
Agency: VML Thailand
Chief Executive Officer : Parattajariya Jalayanateja
Chief Creative Officer : Park Wannasiri
Executive Creative Director : Chatchai Butsabakorn
Executive Creative Director : Peerayot Pichitnapakul
Associate Creative Director : Pinnawat Srisurin
Creative Group Head : Kunat Chaengcharat
Creative Group Head : Prim Kaiborriboon
Copywriter : Chananchida Pattarakiatikun
Copywriter : Paritpong Panyaboon
Senior Art Director : Botthawan Theeratrakul
Senior Art Director : Nuttawut Chukanthong
Art Director : Thirawat Prasertsang
Art Director : Sarun Erbchokchai
Client Service Director : Kasidit Khantee
Account Director : Nattana Taechawanwanitchakorn
Account Executive : Sainam Sirikij
Creative Service Director : Wascharin Pongsirivilas
