Brand History: Jok’n’Al – From New Zealand to Thailand
Beginnings in New Zealand
The story of Jok’n’Al began in New Zealand in the late 1990s, born out of the love and care between John and Alison Howie. When John was diagnosed with diabetes and allergies, he found it difficult to enjoy products that were both delicious and healthy. Alison, a food researcher and developer, was determined to support her husband’s well-being. Inspired by love, she began creating low sugar jam recipes that preserved authentic, delightful flavors—allowing John to enjoy his meals while maintaining long-term health
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This heartfelt inspiration laid the foundation for the Jok’n’Al brand, dedicated to delivering both deliciousness and wellness to people worldwide.
A Vision of Health
Jok’n’Al stands out with its commitment to health and wellness: all products are low in sugar (less than 10%), gluten-free, vegan-friendly, and a good source of dietary fiber. These principles position Jok’n’Al as a brand that prioritizes consumers’ health without compromising taste or ingredient quality.
New Zealand Quality Standards
Every Jok’n’Al product, including its signature low sugar jams, is produced under strict supervision, following New Zealand’s globally recognized food safety and manufacturing standards. The production facilities are certified for Food Safety Standards and Good Manufacturing Practices (GMP), ensuring that each product is clean, safe, and consistently high-quality.
Passing the Torch to a New Generation
In 2022, the brand was handed over to Bunga Krataitong, who continues to uphold Jok’n’Al’s legacy of health and quality. With a vision to expand into a wider product range—including sauces, condiments, and low sugar jams in multiple flavors—Bunga is committed to bringing Jok’n’Al to more people worldwide.
Award-Winning Excellence
The year 2025 marked a milestone for Jok’n’Al, when the brand proudly received recognition at the Outstanding Food Producer Awards 2025 in New Zealand—an award honoring high-quality food and beverage producers.
Entering Thailand
The inspiration to bring Jok’n’Al to Thailand began when Bunga introduced the products to her close university friend, Rosie Wang, who was seeking tasty, diabetic-friendly options for her mother. After trying them, Rosie’s mother not only enjoyed the delicious taste but also found she could maintain stable blood sugar levels while preparing a variety of dishes. Recognizing the strong potential of Jok’n’Al low sugar jams in modern Thai lifestyles, Rosie partnered with Bunga.
In 2024, Bunga and Rosie co-founded NBM Food Distribution as the official importer of Jok’n’Al in Thailand, fully certified by FDA Thailand.
Expanding to the Global Market
Beyond New Zealand and Thailand, Jok’n’Al products, including its range of low sugar jams, are also available in the United States, certified by the U.S. FDA, giving American consumers confidence in their quality and safety.
From New Zealand to the Hearts of Thai Consumers and Beyond
Jok’n’Al is more than a brand—it is a symbol of wellness and authentic flavor. Our low sugar jams and other products have reached consumers worldwide, including Thailand and the United States, delivering not only delicious taste but also thoughtful care. Every jar and bottle is crafted to bring happiness to your table and well-being to those you love.
