Serba Wangi Sdn Bhd, one of Malaysia’s leading agricultural producers, has announced a major corporate diversification strategy with the launch of ‘Jati Chom Chom’, marking the flagship brand’s official entry into the premium ready-to-eat snack segment. The launch represents the country’s first commercially produced white rice puff snack made entirely from locally sourced grains, signaling a decisive shift toward high-value, downstream food production.
By steering its core ingredient into the high-margin FMCG (Fast-Moving Consumer Goods) market, the veteran rice distributor aims to unlock modern commercial channels and tap into evolving consumer behavior. The strategic pivot targets children, teenagers, young working adults, and modern families who are actively demanding convenient, premium alternatives to conventional corn, potato, and wheat-based snacks.
The capital-intensive launch was officially unveiled at Old Malaya, Kuala Lumpur, an event marked by a high-tech drone light show over the capital’s skyline. The event was officiated by the Raja Puan Muda of Kedah, DYTM Che Puan Muda Zaheeda Binti Mohamad Ariff, alongside the Secretary-General of the Ministry of Agriculture and Food Security, Datuk Seri Isham Ishak.
Datuk Seri Isham Ishak underscored the broader corporate and economic implications of the product launch, stating that the future of Malaysia’s agricultural sector no longer centers solely on raw, primary production. Instead, he highlighted that sustainable growth within the nation’s agri-food sector relies heavily on cross-category innovation, modern branding, value creation, and aggressive market expansion, describing Jati Chom Chom as a landmark achievement for local commercialization.
Supporting this vision, Serba Wangi’s Managing Director, Low Kok Kean, emphasized that Jati Chom Chom represents a major milestone in evaluating new, scalable possibilities for local white rice beyond traditional, raw volume consumption. He noted that by scaling innovation up the food value chain, the company is bridging the gap between national agricultural output and a new generation of consumers. To secure strong retail confidence, the new product line is backed by rigorous operational standards, manufactured in a facility holding Halal, HACCP, and international ISO 22000:2018 food safety management certifications.
Jati Chom Chom makes its market debut in two distinct flavor profiles, Tomato and Cheese, positioned to optimize mass-market accessibility while ensuring healthy retail margins. The products are priced starting at RM1.99 for a 60g single unit and RM3.79 for a 112g multipack, though final retail pricing remains subject to regional channel promotions. In its initial rollout phase, nationwide distribution has secured immediate shelf space across premium modern trade accounts including Lotus’s, Giant, and AEON outlets, with plans underway to aggressively scale penetration into general trade and independent retail networks.