Munchy Food has appetite for bigger bite of global mart

Munchy Food, with products in more than 60 countries worldwide, aims to expand the presence of its products to 100 countries by 2020.

KUALA LUMPUR: Having stamped its mark on the global scene, biscuits maker Munchy Food Industries Sdn Bhd now aims for a bigger bite of the market after a good showing last year.

Munchy Food, with products in more than 60 countries worldwide, aims to expand the presence of its products to 100 countries by 2020.

The home-grown company clocked a revenue of RM300 million last year.

The Tan family, who owns the business, is expecting 25 per cent growth annually, starting this year.

Chief executive officer Tan Chuan Kok said the company has flourished over the decades to become a highly recognised and successful brand, both locally and internationally.

"We have gained a lot of momentum and are moving rapidly into the future," he said.

Internationally, Munchy plans to beef up sales in existing markets, particularly in the Asian region such as China.

"We are currently setting up our own sales and marketing arm in Shanghai, to jumpstart our own distribution network and marketing to promote our finest products to the rest of China," Tan said.

He said the exports and domestic sales contribute 30 per cent and 70 per cent, respectively, to revenue.

The company is now focusing on building its brand overseas by opening offices in Singapore, Thailand, Indonesia, Vietnam and China.

In an e-mail response to Business Times, Tan said the company will introduce at least 20 to 30 per cent completely new products every year.

"Consumers like new things, and we strive to give the consumers what they want," he said, noting that new product development is important to the company.

On the company's new product, Tan believes Munchy's Wheat Krunch biscuits, with the added benefits of collagen will be a hit among consumers.

"This really is what innovation is all about. I think we will definitely excite our consumers because we are the first local biscuit company to come up with a product with collagen," he said, adding that the company has invested about RM2 million in trade, media and activities to launch the product.

Munchy had its start in 1991 in Batu Pahat, founded by Tan's two elder brothers, S.K. and L.K. Both brothers were inspired by their father, the founder of the company which makes the famed Hwa Tai biscuits, which was eventually sold.

In 2010, the company won the Putra Brands Award 2010 in the Foodstuff Category, The STAR people's choice awards and TheBrandLaureate - SMEs Chapter Awards 2010 for the Most Admired Brand.

This year, Munchy has bagged the Putra Brands Award for Most Promising Brand.