Jasmine Food Corporation, one of Malaysia’s most trusted household names, is taking a bold step into food distribution through a strategic partnership with Sudee Holdings Bhd, a brand under World Prominence Sdn Bhd.
Best known for its innovative single spice cubes and dry cooking pastes, Sudee brings convenience and authentic Malaysian flavours to the table. Jasmine, in turn, leverages its decades of consumer trust and extensive nationwide distribution network to place these products within easy reach of households across the country.
At the launch of the “Mudahnya Memasak dengan Sudee & Jasmine” campaign, Jasmine COO Alan Kwong highlighted the synergy between the two brands.
“Jasmine and Sudee make cooking easier, tastier and more enjoyable for every Malaysian household. Looking ahead, we wish Sudee to be available in stores nationwide. This is only the beginning. Jasmine and Sudee will bring more products to better Malaysians,” he said.
Sudee Holdings Bhd CEO Khairie Kemat echoed the sentiment, noting that the collaboration, which began in April, is both timely and strategically aligned.
“This partnership is not only timely but also strategically aligned with Jasmine’s core products as the complementary offerings fit together perfectly. It marks the beginning of what we believe will be a long and impactful partnership—not just in product distribution, but also in co-development of new FMCG product innovation,” he shared.
For Jasmine, a heritage brand with more than 60 years in the market, this move signifies a milestone evolution beyond rice. For Sudee, it is a chance to amplify its presence with the backing of a powerful distribution engine.
Together, the partnership underlines a shared mission: to strengthen Malaysian brands, enrich the local food ecosystem, and serve up more convenient, flavourful choices for consumers nationwide.
Source: The Malaysian Reserve
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