Hooray!

What Hooray! does

Hooray!, operated by Crossmax Retail Co., Ltd., is a Bangkok-based Thai consumer packaged goods brand producing ready-to-drink protein shakes, protein yoghurts with probiotics, sparkling whey protein beverages, and unflavored protein powder supplements. The company was founded in 2015 with the stated objective of offering healthier alternatives to beverages marketed as nutritious but containing high sugar or artificial ingredients. Its dairy protein is sourced from New Zealand grass-fed cows, and its formulations are positioned as clean-label — no added sugar, preservatives, stabilizers, or emulsifiers — with high protein content per serving (12-33g) and lactose-free processing on its whey range.

The product portfolio comprises five core SKUs: a lactose-free Protein Shake line (33g protein per 340ml, six flavors), Protein Yoghurt (12g protein, 2g sugar, 10,000 million CFU probiotics per 230ml), the SipSip Hooray! sparkling whey protein isolate + collagen beverage (12g protein), Whey Protein Isolate powder (28g protein, lactose-free), and Pea Protein Isolate powder (23g protein, vegan-friendly). Proprietary features highlighted by the company include the lactose-free processing technology, the clean-label formulation approach, and the probiotic-protein combination in the yoghurt line. Underlying technology is centered on protein formulation and sourcing provenance rather than digital/AI capabilities.

The business model is direct-to-consumer and multi-channel, operating exclusively within Thailand. Sales run through an owned LINE Shop storefront, Lazada Thailand, Shopee Thailand, TikTok Shop, the company's own e-commerce site (drinkhooray.com), a mobile app, and a network of physical retail partners accessed via the 'Where to buy' page. Marketing is concentrated on Instagram, Facebook, TikTok, and LINE, supplemented by a content blog and the Hooray! Club community/loyalty program. The company is privately held with no disclosed investors beyond a 2018 funding event with NVEST VENTURE (with $0 disclosed raised), no disclosed revenue, no disclosed pricing tiers or subscriptions, and a headcount of 11-50. Customer segments are mass-market consumer personas — health-conscious consumers, fitness enthusiasts and athletes, weight-management seekers, and plant-based/dairy-free consumers — with no named enterprise customers and pay-as-you-go pricing.

Name

Hooray!

Legal name

Crossmax Retail Co., Ltd.

Website

https://drinkhooray.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Hooray! (Crossmax Retail Co., Ltd.) is a Bangkok-based Thai consumer brand producing ready-to-drink protein shakes, protein yoghurts with probiotics, sparkling whey beverages, and protein powders, selling primarily through LINE, Shopee, Lazada, TikTok, and physical retail to health-conscious Thai consumers.

Ownership category

akta.pro rank

Product category

Sports & Functional Nutrition Beverages

NAICS

Dairy Product Manufacturing (3115), Fluid Milk Manufacturing (311511), Dairy Product (except Frozen) Manufacturing (31151)

SIC

Dairy Products (2020)

akta.pro industry

PRIMARYAFAHAIAD

Protein & Sports Dairy Beverages (RTD Protein Shakes, High-Protein Milk)

Agriculture & Food Production/Dairy Processing/Dairy-Based Beverages & Drinkable Dairy (Flavored Milk, Lassi, Protein Shakes)

SECONDARYAFAFAEAD

Dairy-Based Protein & Meal Replacement Shakes (RTD Dairy Shakes)

Agriculture & Food Production/Beverage Production/Dairy-Based & Plant-Based Beverage Production

SECONDARYAFAFAFAD

Protein & Meal-Replacement Beverage Production (RTD Shakes)

Agriculture & Food Production/Beverage Production/Functional & Nutritional Beverage Production (Energy, Sports, Fortified)

SECONDARYAFAHAIAC

Drinkable Yogurt & Kefir Beverages (Probiotic Shots, Smoothie-Style)

Agriculture & Food Production/Dairy Processing/Dairy-Based Beverages & Drinkable Dairy (Flavored Milk, Lassi, Protein Shakes)

SECONDARYAFAKAKAF

Whey, Casein & Milk Protein Ingredient Manufacturing

Agriculture & Food Production/Food Processing & Manufacturing/Dairy Product Manufacturing

Keywords

• Protein beverages
• Ready-to-drink shakes
• Sports nutrition supplements
• Functional dairy drinks
• Lactose-free protein

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Selling protein products directly to consumers through owned online storefronts on LINE, Lazada, Shopee, and TikTok marketplace. Consumers purchase products for home delivery.
2. Retail/Store Distribution: Products sold through physical retail locations across Thailand, with product distribution indicated through the 'Where to buy' section showing multiple retail partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Hooray! produces and sells ready-to-drink protein shakes, protein-enriched yoghurts, sparkling whey protein beverages, and whey and pea protein isolate powders. Products are formulated as clean-label, lactose-free, high-protein nutritional offerings (12–33g protein per serving) targeted at health-conscious consumers, sourced from New Zealand grass-fed dairy and manufactured/procured by Crossmax Retail Co., Ltd. for sale across Thailand.

Product overview

Hooray! is a Thai protein supplement brand operated by Crossmax Retail Co., Ltd., offering a focused portfolio of protein-enhanced food and beverage products. The product line comprises ready-to-drink protein shakes in lactose-free and flavored varieties (Plain, Chocolate, Strawberry, Coffee Latte, Banana, Honey), protein yoghurt with probiotics, sparkling SipSip Hooray! beverage combining whey protein isolate with collagen, and pure protein powders in both Whey Protein Isolate and Pea Protein Isolate formats. The company emphasizes New Zealand-sourced dairy protein, lactose-free formulations, high protein content, and clean-label ingredients as core differentiators.

Differentiator

Problem solved

Functional benefit

Brands

• SipSip Hooray!: Sparkling whey protein isolate beverage with collagen, sugar-free formula containing 12g protein per serving.

Products and services

• Protein Shake (Lactose Free) Ready-to-drink lactose-free protein shake providing 33g protein per 340ml serving, available in six flavors, designed for muscle support and weight management for health-conscious Thai consumers.
• Protein Yoghurt Protein-enriched yoghurt with 12g protein, 2g sugar, and 10,000 million CFU probiotics per 230ml serving, available in Original and Strawberry flavors for health-conscious consumers seeking gut health and protein nutrition.
• SipSip Hooray! Sparkling ready-to-drink beverage combining whey protein isolate with collagen, providing 12g protein per serving in a sugar-free and fat-free formula for consumers seeking a refreshing functional beverage.
• Whey Protein Isolate Unflavored 100% whey protein isolate powder providing 28g protein and 7.86g BCAAs per scoop, lactose-free, fat-free, carb-free, from 100% grass-fed New Zealand milk, packaged in 908g (30 servings) for fitness consumers.
• Pea Protein Isolate Unflavored 100% pea protein isolate powder providing 23g protein and 4.55g BCAAs per 30g serving, vegan-friendly, non-dairy, non-GMO, low fat, with no cholesterol or sugar, packaged in 908g (30 servings) for plant-based consumers.

Quantifiable outcome

• 4x more protein than regular milk (33g vs 8g per serving)
• +5 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Nesvita (Nestlé): Nestlé's adult nutritional milk brand distributed across Southeast Asia. Overlaps with Hooray! on the protein-supplemented ready-to-drink milk occasion in Thai and SEA retail.
• Optimum Nutrition (ON): Major sports nutrition brand with Gold Standard whey and RTD options. A broader incumbent with much wider distribution; competes with Hooray! on protein powder and increasingly on RTD shakes.
• Anlene: Leading bone-health/mobility-focused dairy protein brand across Southeast Asia. Competes with Hooray! in Thai retail shelves in the functional dairy/protein beverage aisle and is the most relevant SEA incumbent benchmark.
• Ensure (Abbott): Abbott's nutritional RTD brand sold in pharmacies and modern trade across Asia. Competes with Hooray! for older/health-conscious RTD protein consumers in Thailand.

Direct peers

• Premier Protein: U.S.-based brand best known for RTD protein shakes (typically 30g protein per serving). Directly comparable to Hooray!'s flagship lactose-free protein shake on form factor, target consumer (health/fitness), and protein-per-serving benchmark.
• Fairlife (Core Power): Premium dairy protein brand with RTD Core Power shakes (26g protein). Comparable to Hooray! on premium dairy positioning, high-protein benchmarks, and clean-label positioning, and represents the global benchmark Hooray! is positioning against.
• Muscle Milk: Established RTD protein shake and protein powder brand. Directly comparable across Hooray!'s RTD shake and Whey Protein Isolate SKU, targeting similar fitness/active-lifestyle consumers.
• MyProtein: Global sports nutrition brand offering RTD protein drinks, whey and plant-based protein powders, and bars. Closely mirrors Hooray!'s portfolio mix and DTC-led GTM.

Regional players

• Dutch Mill: Established Thai dairy beverage brand with a broad functional and flavored milk portfolio. Overlaps with Hooray! on Thai retail distribution and the protein-enriched flavored milk occasion.

Emerging players

• Vega (Plant-Based): Plant-based sports nutrition brand with protein powders and RTD options. Closely comparable to Hooray!'s Pea Protein Isolate line on plant-based positioning and clean-label claims.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/drinkhooray
• Instagraminstagram.com/drinkhooray
• TikToktiktok.com/@drinkhooray
• LinkedInlinkedin.com/company/crossmax-retail-co.-ltd.

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hooray!