7/30/2019 All About Munchys Company

1/2

S U P E R B R A N D S V O L U M E V

THE MARKET

Biscuits and wafers were seen as boring staples

twenty years ago, but Munchys arrival marked their

transformation into fun products. Operating with a

mission to ll all homes the world over with fun-

eating Munchys snacks, the company has grown to

be the Number One home-grown wafer producer

and Number Two biscuit producer in Malaysia, both

in terms of volume and value. Additionally, today

Munchys is known as Malaysias Number One

home-grown biscuit brand*.

Munchys today boasts state-of-the-art

manufacturing and warehousing facilities that

cover more than 400,000 square feet in BatuPahat, Johor, Malaysia. Their products can be

found in approximately 60 countries around the

world making it the fastest growing Malaysian

biscuit manufacturer with over 1,300 employees.

Their marketing and distribution ofces number

12 throughout Malaysia, Singapore and Thailand, and

the company also represents their own and

third par ty brands.

*Source: Nielsen Retail Index

CorporateValue Share (June 2006

July 2008, excluding Sabah

and Sarawak)

ACHIEVEMENTS

As the companyembraces innovation

and continuous

i m p r o v e m e n t ,

Munchys has received

numerous awards.

It was consistently

awarded Superbrands

Status from 2003 to

2005. Other awards

and certication

include the Brand

Equity Award, British

Retail Consortium

(BRC) Standard, Japan

Good Design Mark,

Malaysia Good Design Awards

2005, Microsoft Dynamics

Hero Awards 2006 and four

BrandLaureate Awards in the past three years. It

also made it to the Malaysia Book of Records for

Largest Wafer Manufacturer in 2006.

HISTORY

Munchys started out in 1991 with a second-

hand wafer-stick machine in a little corner in Batu

Pahat, Johor. Despite setbacks such as machinery

problems, the team, made up of family members,

soldiered on and did their best to deliver the best

wafer sticks possible.

In the next 15 years the family business grew

to be one of Malaysias top producers of qualityconfectionery products. The company that was

owned by ve highly dedicated and visionary

brothers today incorporates two entities

its manufacturing arm, Munchy Food Industries

Sdn Bhd, and MunchWorld Marketing Sdn Bhd

(incorporated in 1997), a full-edged marketing

services company that is the sole distributor of

Munchys products, as well as distributor and

marketer of other leading FMCG brands that

include two renowned international brands: Super

from Super Coffeemix Manufacturing Ltd and

Sipahh Milk Flavouring Straws from Unistraw

International Limited.

THE PRODUCT

Munchys boasts a great range of portfolio

that includes biscuits, wafers and wafer sticks. With

the commitment to have facilities of the highest

quality in order to achieve the best product quality,

the company has invested in fully-integrated

conveyer system to state-of-the-art warehouses.

This includes two wafer plants, four biscuit plants

and four wafer-stick machines with 16 production

lines which allow Munchys to have maximum

production capacity of 5,000 tonnes upwards per

month.

http://www.superbrands.com/my/index.php?option=com_content&task=view&id=18&Itemid=35http://www.munchys.com/http://www.superbrands.com/my/index.php?option=com_content&task=view&id=18&Itemid=35

7/30/2019 All About Munchys Company

2/2

M A L A Y S I A S S T R O N G E S T B R A N D S

Today, Munchys carries more than 70 products,including wafer cubes, crackers, assorted biscuits,

wafer rolls, wafer sticks (coated and uncoated),

sandwich biscuits, cookies and plain sweet biscuits.

The evergreen favourites are:

Calcium / Sugar / Cream / Vege / LiteCream

Crackers

Marie Biscuits

Gigabite Wafer Rolls

Munchini, Yosss & Speed Wafer Sticks

Funmix and Topmix Assorted Biscuits

Lexus Sandwich Crackers

Muzic & Nuss Wafer CubesMini Sandwich Biscuits

RECENT DEVELOPMENTS

With already a strong presence in Malaysia,

Munchys continues to raise the bar by constantly

strengthening their product appeal and market

network in Asia and around the world. To achieve

this, the company is regularly brand-build ing

through their numerous innovations and new

products. So far, the results have been overwhelming,

with warm support from loyal consumers.

The most recent example of their commitment

to continuous improvement and innovation

is the installation of three new lines that are

custom-designed and are valued at an estimated

RM 50 million . This brings Munchys total investment

in its manufacturing and warehousing facilities to

over RM 200 million since 1996.

New Products

With the constant line-up of new products

and product innovation constantly introduced to

the market, Munchys has become synonymous

with innovation.

Their most recent offering was launched in

response to the current trend and desire for healthy

snacks. Filled with healthy and scrumptious fruit,

oats, and more, the Oat Krunch makes a delectable,

healthy biscuit that one will reach out for anytime

of the day.

Munchys also launched the irresistible Captain

Munch in the second quarter of 2009. The biscuit

is targeted at teenagers and kids, and is alsoenriched with Energy Plus that contains Vitamins

B1, B2, B3, B6 and B12. This makes Captain Munch

a source of vitamin and nutrition, as well as the

perfect nutritious health snack solution for smart

and active kids and teens.

These recent additions Oat Krunch and

Captain Munch - reinforce Munchys commitment

to providing more great-tasting snacks that

help consumers strike a healthy balance in their

daily lives.

PROMOTIONS

Munchys believes in strong and effective brand-

building, and achieves this through its strategic

consumer-led promotions. These are focused

through integrated through-the-line activation

including Above-The-Line and Below-The-Line

channels, as well as internet marketing. These

promotions are based on relevant consumer and

customer insight, grounded by the big creative idea

as its bedrock for engaging communication.

Besides thematic and tactical campaigns that are

carried out on a monthly and quarterly basis, one of

Munchys key drivers in brand building is its active

sponsorship role.

Munchys is a big player and rm believer in

sponsorship platform as one of its key drivers

in brand building. To-date, Munchys has been the

proud sponsor of major concerts organised by top

concert and event organisers, television and radio

stations.

More recently, Munchys sponsored the Miss

Chinese Cosmos Southeast Asia Pageant, and even

created its very own title Miss Munchys Fun &

Fit in line with the launch of its latest health range

Oat Krunch.

Today, with sponsorships that help garner

increased mileage for Munchys, the brand image

is easily recognisable as one that offers high

quality products.

Despite these successes that have been

achieved in an amazingly short period, Munchys has

never forgotten to give back to society. As part of

its business journey, Corporate Social Responsibility

has been one of its top priorities from day one and

will continue to be so indenitely.

BRAND VALUES

The companys positioning of colouring

moments with cheeky fun is reected in all theiractivities, both internal and external. This can be

seen from products, work premises and right down

to corporate culture. With a strong belief that

they are set apar t from the rest, this differentiation

has been the cornerstone of their success.

An example of this was in 1993, when the

company realised the importance of brand

positioning and differentiation, and came up with

the name Munchys, derived from the mandarin

term Mai Qi.

Mai, which means our or wheat, and Qi,

which means amazing and magical, refer to the

high quality of wafers made from only the nest

ingredients. The very rst product under their

brand name was Yesss, which was subsequently,renamed Yosss.

Today, Munchys is a household name in the

60 countries to which it exports and plans for

expanding their market share are already in place.

With a continuous increase in its branding activities,

the Munchys brand promises to achieve the

companys vision of being the leading world-class

brand in all its markets, sooner than expected.

Munchys is derived from the mandarin

term Mai Qi. Mai means our orwheat, and Qi refers to the magical

quality found in its delicious wafers

that are made from only the nest

ingredients.

Munchys sponsored the Miss Chinese

Cosmos Southeast Asia Pageant, and

created its very own title Miss Munchys

Fun & Fit. This was in line with the launch of

its latest health range Oat Krunch.

Munchys products can be found in

almost 60 countries around the world

making it the fastest growing Malaysianbiscuit manufacturer with over 1,300

employees.

THINGS YOU DIDNT KNOW ABOUT

MUNCHYS

http://www.superbrands.com/my/index.php?option=com_content&task=view&id=18&Itemid=35http://www.superbrands.com/my/index.php?option=com_content&task=view&id=18&Itemid=35