AFB Commerce Trading Sdn Bhd, based in Johor Bahru, Malaysia, is a dynamic food and beverage company specializing in the manufacturing, retailing, and export of premium-quality Asian food products. With its strong brand portfolio and a rapidly growing distribution network, AFB Commerce has become a key player in the regional and global market for instant beverages, herbal soups, and ethnic food solutions.
Core Business and Product Offerings
AFB Commerce’s product offerings cater to modern consumer lifestyles with a focus on convenience, wellness, and authentic taste. Its diversified portfolio includes:
-
Instant Beverages:
- 3in1 Instant Coffee (Original, Classic)
- Freeze Dried Coffee (Classic Roast, Strong)
- Ginger Milk Tea
- English Milk Tea
- Cold Brew Oolong Tea
-
Herbal Soups & Spices:
- Steamboat Herbal Soup
- Appetizer Pepper Soup
- Oriental Herbal Spices Soup Mix
- Ginseng Cordyceps Flower with Chicken Soup Mix
-
Instant Noodles:
- Malaysian Delight Series (e.g., Lontong Flavor)
The company has positioned itself as a go-to provider for high-quality, easy-to-prepare Asian culinary products that resonate with both local and international palates.
Specialisation and USP
AFB Commerce is known for its deep commitment to formulation precision, clean labeling, and traditional taste profiles. Its unique selling propositions include:
- OEM/ODM Capabilities: Offers product customization and private label manufacturing services to regional distributors and global retailers.
- R&D Strength: Active in developing new formulations, especially in the health-and-wellness beverage segment.
- Halal Certification: Ensures compliance with global Islamic dietary standards—critical for markets in Southeast Asia, the Middle East, and parts of Africa.
- Brand Variety: Manages several in-house brands, each tailored to specific demographics:
- Uncle Sun: Everyday convenience products rooted in Asian tradition.
- Vilavie: Premium lifestyle beverages and health-focused drinks.
- Sunsoya: Soy-based and non-dairy alternatives.
Financial Overview
As a privately-held SME, AFB Commerce does not disclose its financial statements publicly. However, based on its product range, export footprint, and production scale, it is estimated to be operating within the MYR 10–25 million annual revenue range. The company’s revenue stream is primarily derived from regional retail sales, OEM partnerships, and international trade orders.
Export and Shipment Data
AFB Commerce has expanded its reach across more than 15 countries, especially within Asia-Pacific and the Middle East. According to insights from trade platforms and distributor catalogs, key export destinations include:
- Singapore & Indonesia: High volume of instant beverage products.
- Vietnam & Philippines: Focus on ginger-based and herbal teas.
- UAE & Saudi Arabia: Halal-certified soups and beverages.
- China & Taiwan: Freeze dried and cold brew tea products.
While not listed in platforms like Volza or ImportYeti under customs data, product distribution is documented through retailer listings and distributor networks in over 100 retail touchpoints globally.
Target Market
AFB Commerce targets multiple customer segments:
- End Consumers: Through e-commerce and physical retail.
- Retail Chains & Supermarkets: Mid-sized and large retailers seeking to add Asian-themed food & beverage products.
- Distributors & Importers: Offering white-label and branded SKUs.
- Hospitality & Institutional Buyers: Supplying bulk instant food and beverage items to hotels, airlines, and hospitals.
Capabilities
- Advanced Manufacturing Unit: Compliant with ISO and Halal standards.
- Product Innovation Lab: Formulates new health-centric products for niche markets.
- Custom Packaging Solutions: Adaptable to market-specific requirements.
- Multi-Channel Distribution: Combines traditional retail, B2B exports, and digital channels.
Certifications and Compliance
- Halal Certification (JAKIM) – Recognized internationally
- MeSTI (Food Safety is the Responsibility of the Industry) – Malaysia’s food hygiene and safety standard
- GMP (Good Manufacturing Practice) – Applied to production facilities
- ISO Standards – Internal operational compliance (inferred from trade materials)
Customer Testimonials and Recognition
AFB Commerce’s flagship brand Uncle Sun has received widespread praise across Malaysian consumer forums and social media for its rich flavors and consistency. Feedback collected through Facebook and regional online retailers indicates a 4.6/5 average product rating based on over 500 reviews in 2023 alone.
Major Achievements
- Development of over 50 SKUs in under five years.
- Retail presence in 15+ international markets, with ongoing expansions into North America.
- Recognized as an innovative SME in regional food expos and digital fairs.
- Zero product recall history as of the latest operational cycle, reflecting high product reliability.
