Blue Elephant Group Brings Thai Heritage Cuisine to Life at THAIFEX

Bangkok, Thailand, May 28, 2026 / TRAVELINDEX / The Blue Elephant Group proudly announces its participation in THAIFEX–Anuga Asia 2026, under the theme “From Thai Culinary Heritage to Global Gourmet Products.”

This year, the Group places a strong spotlight on making authentic Thai cuisine more accessible than ever – guided by the mastery, innovation, and lifelong dedication of Master Chef Nooror Somany Steppe, Blue Elephant Group’s Founder & Executive Chef.

With over 45 years of culinary excellence, Master Chef Nooror has built an international reputation for preserving the integrity of Heritage Thai Cuisine while adapting it for modern lifestyles. Her expertise lies not only in mastering traditional recipes, but in transforming them into easy-to-use formats through meticulously developed curry pastes, sauces, and seasonings, allowing anyone, anywhere, to recreate authentic Thai dishes with confidence.

At THAIFEX–Anuga Asia 2026, Blue Elephant will unveil an expanded range of innovative spice blends and cooking solutions, designed to add a taste of Thailand to every meal. These new additions complement the brand’s renowned portfolio of premium curries and sauces, all crafted under Master Chef Nooror’s close supervision to ensure balance, depth of flavour, and consistency.

The new range spans curry powders in five flavours, including the beloved Thai classics of green, red, and yellow curry, each in a convenient sprinkler format designed for sprinkling, seasoning, and stir-frying. Joining them is a Tom Yum seasoning in the same format, bringing one of Thailand’s most iconic flavours straight to the home kitchen, no guesswork required.

Beyond the spice range, Blue Elephant is also expanding their snack series with the launch of crispy coconut roll, light and delicate in its natural sweetness. Alongside this, the brand is also beginning a phase of packaging revamp, with its popular Thai nuts moving from traditional tins to larger 200-gram sachets, offering consumers better value and greater convenience. Both developments speak to a broader effort to meet growing demand across Southeast Asian and U.S. markets, where appetite for premium Thai products continues to strengthen.

A dedicated educator, Master Chef Nooror continues to inspire the next generation of chefs and home cooks. Through Blue Elephant’s cooking schools and product lines, she actively promotes the use of Thai herbs and indigenous ingredients sourced from provinces across Thailand, encouraging younger audiences to rediscover their culinary roots. Central to her philosophy is the belief that “Thai food is medicine,” a principle that speaks to the natural benefits of traditional ingredients and their everyday relevance.

“There is no good Thai cuisine without good Thai ingredients,” said Master Chef Nooror. “As a chef, I see sustainability through taste. When ingredients are local, traceable, and produced with respect for people and animals, you protect true Thai flavours and our future. Responsible sourcing is not a trend; it is the foundation of every dish we serve.”

Additionally, Master Chef Nooror’s three children each play a meaningful role in leading the Blue Elephant Group forward. Kim Steppe serves as Chief Executive Officer of the Blue Elephant Group, Chef Sandra Steppe oversees Marketing and Public Relations, and Chef Kris Steppe is engaged in nurturing and inspiring the next generation of chefs, all together carrying forward the culinary traditions of the family.

Blue Elephant ensures that consumers can experience Heritage Thai cuisine on their own terms, whether at its restaurants on Sathorn or Sukhumvit 13 in Bangkok or in Phuket, or in their own kitchen using the brand’s premium product range. This connection between dining and home cooking sits at the heart of what Blue Elephant has always stood for: making exceptional Thai cuisine both accessible and enduring.

“Innovation at Blue Elephant is always rooted in authenticity. Our goal is to translate Master Chef Nooror’s deep culinary knowledge into products that make Thai cooking intuitive and enjoyable, while preserving the soul of each dish,” said Ines Chardonnet, Junior Vice President of Blue Elephant International Group.

Kevin Somany, in charge of Blue Spice, the manufacturing arm of Blue Elephant Group, added, “With Blue Spice, we are continuously developing new spice blends and formats that respond to modern cooking habits. Our latest range, introduced at THAIFEX this year, is designed to make Thai cuisine even more accessible to global consumers, without losing its authenticity or complexity.”

Visitors to the Blue Elephant booth at THAIFEX–Anuga Asia 2026 can expect engaging product showcases, tastings, and insights into the craftsmanship behind each creation. The presentation highlights not only the Group’s heritage, but also its approach to evolving Thai cuisine for future generations.

As a global ambassador of Thai gastronomy, Blue Elephant continues to bridge tradition and innovation – ensuring that the richness of Thai culinary heritage remains relevant, accessible, and celebrated worldwide.