Munchy`s - Super Brands

MARKET
Lauded as Malaysia’s No.1 homegrown biscuit
brand*, Munchy’s 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, Munchy’s
acquired Kellogg’s 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, Munchy’s
has successfully grown beyond Malaysia’s
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
ACHIEVEMENTS
As a food company reputed for continuous
innovation and product improvement, Munchy’s
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 Reader’s Digest Trusted Brand
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Award; as well as four Brand Laureate Awards,
and four Putra Brand awards.
The company’s 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.
HISTORY
Founded in 1991 by two visionary brothers,
Munchy’s got its humble start in a 3,000 sq ft
annexed building in Batu Pahat, Johor, Malaysia.
Its first piece of equipment was a secondhand, single line wafer stick machine valued at
RM80,000.
The determined and relentless efforts of
its founders have helped Munchy’s 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 Munchy’s products.
PRODUCT
The Munchy’s 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 fullyintegrated conveyer systems, to state-of the art
warehouses.
As Government of Malaysia focuses on
turning the nation into an international Halal
Hub, Munchy’s 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 Munchy’s
products made in Malaysia and China are
Halal certified by JAKIM in Malaysia and JAKIM
accredited certification bodies overseas.
Munchy’s as a brand has been established
for more than 20 years and in that time an
additional 4 Power Brands, namely Oat Krunch
- “Malaysia’s 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 DEVELOPMENTS
LEXUS, Munchy’s top selling sandwich crackers,
was recently rejuvenated with a fresh and bold
new brand packaging. Its premium new look
emphasizes how Munchy’s 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 can’t 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 “Malaysia’s 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.
Munchy’s 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, Munchy’s
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.
Munchy’s understanding of consumer
needs in today’s fast paced world inspired the
creation of its food that can be eaten on-thego. 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.
PROMOTION
Munchy’s believes in strong and
effective brand building. It achieves this objective
through strategic consumer-led communications
and promotions that focuses on through-theline 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 Practitioner’s Association, Malaysia
(FPMPAM); a national body comprises 5000
doctors in Malaysia to contribute to the quality
of private health. FPMPAM’s 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.
With a strong belief that Munchy’s is set apart
from the rest, this differentiation has been the
cornerstone of the company’s success.
As an example, the corporate logo is a
reflection of the company’s 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.
www.munchys.com
BRAND VALUES
The 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
culture.
THINGS YOU DIDN’T KNOW ABOUT
MUNCHY’S
• 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 Kellogg’s
biscuit business in China, which
happened to be the second largest
biscuit business in Shandong, China.
• The brand’s products can be found
in more than 50 countries around the
world, and that number continues to
grow!
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