MARKETLauded as Malaysias No.1 homegrown biscuit brand*, Munchys is renowned for its expertise in producing all sorts of delicious biscuits, crackers and wafers. It proudly holds number one** industry positions in the oat-based biscuit, wafer bar, and assortment biscuit segments, both in terms of volume and value.
The company employs a workforce of more than 1,300 people, and boasts state-of-the-art manufacturing and warehousing facilities that cover more than 400,000 square feet in Batu Pahat, Johor, Malaysia. In 2011, Munchys acquired Kelloggs biscuit business in Shandong, China. Supported by a manufacturing plant in Yishui, it is the second largest biscuit business in the province.
Driven by a mission to provide fun, cheeky, yummy-licious, affordable biscuits and wafers to everyone in the world, Munchys has successfully grown beyond Malaysias borders. It has offices in Malaysia, Shanghai and Qingdao, and sells its popular products in over 50 countries across Asia Pacific, the Middle East, Africa, Europe, as well as North and South America.* & ** Source: Nielsen Retail Index Corporate
Value Share, MAT June 2014
ACHIEVEMENTSAs a food company reputed for continuous innovation and product improvement, Munchys has received numerous awards and certifications. It has been conferred Superbrands status every year since 2003, and in 2006 it was entered in the Malaysia Book of Records for being the Largest Wafer Manufacturer. Other notable awards include the HR Excellence Award; the Brand Equity Award; Malaysia Good Design Awards; Microsoft Dynamics Hero Awards; the Malaysian Institute of Food Technology Product Innovation Platinum Award; the Taste of Malaysia Award from Tesco, London; the Star Outstanding Business Award; the Readers Digest Trusted Brand
Award; as well as four Brand Laureate Awards, and four Putra Brand awards.
The companys commitment to quality is also evident in the certifications it has obtained with respect to maintaining high operating standards; these include, ISO 9001:2008, ISO 22000:2005, HACCP certification, the British Retail Consortium Standard, and the Japan Good Design Mark.
HISTORYFounded in 1991 by two visionary brothers, Munchys got its humble start in a 3,000 sq ft annexed building in Batu Pahat, Johor, Malaysia. Its first piece of equipment was a second-hand, single line wafer stick machine valued at RM80,000.
The determined and relentless efforts of its founders have helped Munchys expand into two significant entities: its manufacturing arm, Munchy Food Industries Sdn Bhd; and MunchWorld Marketing Sdn Bhd, a full-fledged marketing services company, and sole distributor of Munchys products.
PRODUCTThe Munchys portfolio boasts a wide range of products that includes wafer cubes, crackers, biscuits, wafer rolls, wafer sticks (coated and uncoated), cream sandwich biscuits, cookies and plain sweet biscuits. The brand is trusted for its high quality and food safety standards, which are achieved through strict verification procedures. Inspections are carried out on raw materials, work-in-progress, as well as on the end products, which are regularly sent to accredited external laboratories for chemical and microbiological tests. The company
demonstrates an unwavering commitment toward implementing the best technology and systems, in order to achieve the highest product quality. This has led to investments in equipment and facilities that range from fully-integrated conveyer systems, to state-of the art warehouses.
As Government of Malaysia focuses on turning the nation into an international Halal Hub, Munchys has made it a priority to ensure every one of its products complies with Halal standards. This means that all supply chain and manufacturing processes are meticulously reviewed by a Halal Committee. All Munchys products made in Malaysia and China are Halal certified by JAKIM in Malaysia and JAKIM accredited certification bodies overseas.
Munchys as a brand has been established for more than 20 years and in that time an additional 4 Power Brands, namely Oat Krunch - Malaysias No. 1 Oat Based Cookie (Source: Nielsen Retail Index Corporate Value Share, MAT June 2014), Lexus, Muzic and Captain Munch, have been nurtured and flourished.
RECENT DEVELOPMENTSLEXUS, Munchys top selling sandwich crackers, was recently rejuvenated with a fresh and bold new brand packaging. Its premium new look emphasizes how Munchys strives to continually bring world-class quality products to consumers at a very affordable price. Besides the packaging change, the recipe for LEXUS sandwich crackers has been further improved. Consumers enjoy richer and creamier fillings between the crunchy crackers. LEXUS is a unique sandwich cracker that has a combination of sweet and savoury flavour that gives a delicious explosion in the mouth.
The launch of Oat Krunch defies the conventional belief that What tastes good cant be good for your body. Oat Krunch offers a delicious, fun and tasty cookie that promises the
health-conscious, the trendy and those who are always on the move, a snack that is both healthier and divinely satisfying for the body. It comes in convenient packs and is available in 4 variants - Chia Seed, Chunky Hazelnut, Strawberry & Blackcurrants and Dark Chocolate. Oat Krunch is now Malaysias No. 1 Oat Based Cookie (Source: Nielsen Retail Index Corporate Value Share, MAT June 2014).
MUZIC Wafer Cubes range recently refreshed its packaging and vastly improved its recipe after conducting research groups to understand and answer to its consumer need. MUZIC is a great companion that uplifts the dull moments of consumers to a fun moment at anytime, anywhere. MUZIC has recently launched 2 different pack sizes to cater for the consumers who are on the go and Muzic Multipacks for sharing pleasure, anytime, anywhere whereby it is individually wrapped single bite sizes. MUZIC is a brand that is a great companion especially when shared among friends and family in any happy moments and occasions. Every bite of MUZIC ignites the synapses of fun, taste and adventure all at once.
Munchys dip size cracker is another innovation that proudly proclaims its understanding of consumer preference. Knowing how consumers all over the world love to dunk their crackers into a hot beverage, Munchys cream crackers have been cleverly reshaped to fit perfectly into the mouth of a mug. Consumers can now enjoy dunking straightaway, without having to snap the crackers first and avoid creating crumbs.
Munchys understanding of consumer needs in todays fast paced world inspired the creation of its food that can be eaten on-the-go. Most of its products come in sachet pack to give consumers convenience and freshness in every serving. The sachet pack is also an excellent solution for consumers looking for portion control in snacking.
PROMOTIONMunchys believes in strong and effective brand building. It achieves this objective through strategic consumer-led communications and promotions that focuses on through-the-line activities such as advertising on traditional media, digital advertising, prints and in store activation and promotions.
Oat Krunch, in partnership with Astro Ria, has embarked on a 12-episode reality TV programme called Meletop! that aims to create awareness about making healthy food choices as part of everyday life. It stars three popular local celebrities Fizo Omar, Diana Danielle and Hanis Zalikhahas. Each episode features useful lifestyle and healthy-eating tips from the famous Malaysian Consultant Dietician, Indra Balaratnam, who invites viewers to adopt healthier eating habits.
Primary ingredient in Oat Krunch range oats its benefits are known to reduce cholesterol and provide as an anti-depressant. Oat Krunch launched the Eat Healthy Be Healthy campaign in collaboration with the Federation of Private Medical Practitioners Association, Malaysia (FPMPAM); a national body comprises 5000 doctors in Malaysia to contribute to the quality of private health. FPMPAMs endorsement of the campaign enables Oat Krunch to also play a part in contributing to a healthier community by providing them with a healthier choice.
Lexus, the popular cream sandwich cracker brand, has embarked on its own fully integrated marketing campaign featuring TV commercials, social media advertising, nationwide in-store sampling, and exciting shop-front consumer engagement activities.
BRAND VALUESThe company s brand promise of colouring moments with cheeky fun is reflected in all its
activities, both internal and external. This can be seen in products; in work premises; and all the way through to corporate c u l t u r e .
The name is derived from the mandarin term Mai Qi. Mai means flour or wheat, and Qi refers to the magical quality of delicious wafers, made from only the finest ingredients.
In 2011, the company acquired Kelloggs biscuit business in China, which happened to be the second largest biscuit business in Shandong, China.
The brands products can be found in more than 50 countries around the world, and that number continues to grow!
THINGS YOU DIDNT KNOW ABOUT MUNCHYS
With a strong belief that Munchys is set apart from the rest, this differentiation has been the
cornerstone of the companys success.
As an example, the corporate logo is a reflection of the companys fun, bold positioning. In efforts to demonstrate how delicious the products are, the font is styled with bite marks that are intended to encourage consumers to BITE ME! That is also the corporate tagline. The colour red in the logo symbolises the soul of the company Bold, Energetic, Adventurous, constantly Ready to Go and to immediately spring into action wherever there may be an opportunity.
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