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 fill all homes the world over with funeating 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 Batu Pahat, 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 offices number 12 throughout Malaysia, Singapore and Thailand, and the company also represents their own and third party brands.
*Source: Nielsen Retail Index CorporateValue Share (June 2006 July 2008, excluding Sabah and Sarawak)

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 secondhand 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 quality confectionery products. The company that was owned by five 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-fledged 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.

ACHIEVEMENTS As the company embraces innovation and continuous improvement, Munchys has received numerous awards. It was consistently awarded Superbrands Status from 2003 to 2005. Other awards and certification 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

SUPERBRANDS VOLUME V

has been one of its top priorities from day one and will continue to be so indefinitely. Munchys also launched the irresistible Captain Munch in the second quarter of 2009. The biscuit is targeted at teenagers and kids, and is also enriched 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 brandbuilding, 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 firm 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 BRAND VALUES The companys positioning of colouring moments with cheeky fun is reflected in all their activities, 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 apart 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 flour or wheat, and Qi, which means amazing and magical, refer to the high quality of wafers made from only the finest ingredients. The very first 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.
THINGS YOU DIDNT KNOW ABOUT MUNCHYS

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 Cubes Mini 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-building 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 is derived from the mandarin term Mai Qi. Mai means flour or wheat, and Qi refers to the magical quality found in its delicious wafers that are made from only the finest 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 Malaysian biscuit manufacturer with over 1,300 employees.

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