The Little Boss Story

Taokaenoi began with a teenager who wouldn’t give up. Itthipat Peeradechapan was a boy from Bangkok who loved video games more than school. In 2002 his family fell more than 40 million baht into debt, and he set out to help them get back on their feet.

After several failed ventures, he found his idea in seaweed. He developed his own way of cooking it and his own flavour. Through self-study and persistence, he got the snack onto about 3,000 7-Eleven shelves across Thailand.

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The name came from his father, who joked that his son ran things like a real boss. “Taokaenoi” means “Little Boss,” and that cheerful young boss is still the face on every pack. Itthipat’s journey was later told in the film The Billionaire.

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Today Taokaenoi says it is Thailand’s largest seaweed snack maker, with more than 65% of the Thai market and exports to over 37 countries. The goal hasn’t changed: carefully selected ingredients, inventive flavours, and a family spirit toward customers, partners and employees alike.

 

Big Roll carries that spirit forward: crispy grilled seaweed rolled into a fun, snackable tube in Classic, Spicy, Spicy Grilled Squid, Tom Yum Goong and BBQ Sauce flavours.