A new brand focused exclusively on Thai cuisine is preparing to enter the US frozen food market, seeking to address what its creators see as a long-standing gap in authentic, restaurant-style Thai meals that can be prepared at home in minutes.
The brand, Tem Toa, will debut at Natural Products Expo West 2026 in Anaheim, California, ahead of a nationwide retail rollout.
Tem Toa was developed by the team behind Deep Indian Kitchen and will operate under Deep Brands, a newly formed family of food brands dedicated to expanding consumer access to global flavors. The company plans to introduce four frozen entrées at launch, with products set to appear exclusively in Target stores across the country beginning April 5. Additional distribution through retailers including Whole Foods Market and Giant Eagle is expected later in the year.
The launch reflects the company’s strategy of applying the approach that helped establish Deep Indian Kitchen as the leading frozen Indian brand in the US to another popular yet underrepresented cuisine. Company executives say Tem Toa combines a digitally native marketing strategy with chef-developed recipes and a focus on made-from-scratch preparation.
The timing reflects strong consumer demand for Thai cuisine in the US food market. Thai food ranks as the seventh most ordered takeout cuisine in the country, yet options in the frozen category remain limited. According to company data, nearly three-quarters of frozen Thai food sales in 2025 consisted of pad thai dishes produced by multi-cuisine brands, leaving the category without a dedicated Thai-focused brand or a product lineup capable of replicating a typical restaurant experience.
The brand’s name, Tem Toa, translates to “Full Table,” a concept intended to evoke the communal experience associated with Thai dining. Company officials say the brand’s goal is not only to offer convenient meals but also to capture the spirit of shared dining traditions.
Recipes were developed by chefs at Deep Brands who drew on culinary training and research conducted at institutions including the Culinary Institute of America as well as experience at restaurants such as Morimoto, a Michelin-starred Pan-Asian establishment. The meals are prepared using freshly ground spices and ingredients intended to reflect the bold and layered flavors associated with Thai cuisine.
The initial lineup will include four dishes: Chicken Pad Thai, Vegetable Pad Thai, Green Curry Chicken and Red Curry Chicken. The pad thai offerings combine rice noodles with vegetables and either chicken or tofu, paired with a savory peanut sauce enhanced with citrus notes from ingredients such as lemongrass or lemon juice. The curry dishes feature chicken and vegetables in coconut milk-based sauces blended with herbs and spices, accompanied by jasmine rice.
Company executives say the lineup is designed to replicate some of the most recognizable dishes found in Thai restaurants while offering the convenience of frozen meals. By focusing on a single cuisine and emphasizing authenticity, Deep Brands hopes Tem Toa will help expand the premium frozen category and introduce a broader range of global flavors to US grocery shelves.
Find out more at: https://www.temtoathai.com