Plant-Based Retail Products are Expanding in Malaysia

July 2022

Companies are expanding their plant-based products in Malaysia as local consumers exhibit rising interest in plant-based alternatives. This will provide them with greater access to plant-based products from growing food brands such as Phuture and HAPPIEE™.

Malaysia plant-based meat company Phuture is expanding its position in the local market through partnerships with leading brands. It is supplying its plant-based products to Korean fried-chicken restaurants, KyoChon, Grand Hyatt Hotel and CU Malaysia convenience store, among others.  Presently operating in Malaysia, Singapore, Hong Kong, Macau and Thailand, it is also planning to scale up its operations to the Philippines and Indonesia. Phuture will primarily focus on its high fiber chicken product across all Asian markets due to the existing perception of chicken as an affordable, accessible, and versatile type of protein.

Malaysia’s retail and real estate conglomerate, Berjaya Corp Bhd (BCorp) through its wholly-owned entity Country Farms Group, has inked a distribution partnership with Singapore’s food tech start-up Growthwell Foods for the exclusive rights to Growthwell Foods’ HAPPIEE!™ plant-based product line. Country Farms is projected to launch the brand across retailers and foodservice channels in Malaysia starting the second half of 2022.  The brand has partnered with AEON supermarket and several restaurants to roll out HAPPIEE! plant-based food products. From the third quarter of 2022 onward, HAPPIEE! plant-based food will also be made accessible for food service distribution in Malaysia.  HAPPIEE! plant-based food offers consumers sustainable and nutritious plant-based substitutes for proteins such as seafood and chicken so that they will be encouraged to choose plant-based options.

(Sources: New Straits Times; The Sun Daily)

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