Exhibiting at Thaifex - Anuga Asia 2025

Asas Matahari Sdn Bhd is an emerging Malaysian manufacturer and exporter of innovative tuna-based and halal meat products, headquartered in Jasin, Melaka. Known for its signature crunchy tuna snacks and meat floss innovations, the company operates under the “Asas Matahari” brand and is recognized for bringing flavorful, high-protein foods to the retail and food service markets.

Company Background

Established with the mission to revolutionize the halal protein snack segment in Malaysia, Asas Matahari Sdn Bhd began operations focusing on locally sourced, high-quality tuna and other halal meats. The company has grown rapidly in regional visibility through strong e-commerce sales on platforms such as Shopee and offline expansion across Melaka and neighboring states.

Its growth is propelled by a focus on convenience, local flavor profiles, and product diversification aligned with health and halal dietary trends.

Core Business Activities

Asas Matahari’s operations encompass:

• Manufacturing of halal-certified meat and seafood snacks
• Frozen seafood processing for domestic and regional markets
• Private label and OEM capabilities for B2B clients
• Retail distribution and e-commerce fulfillment

Product and Service Offerings

The company’s primary product categories include:

• Meat Floss Products:

  • Tuna Floss
  • Crab Floss
  • Chicken Floss
  • Beef Floss

• Crunchy Snacks:

  • Crunchy Tuna
  • Crunchy Chicken
  • Crunchy Beef

• Frozen Seafood Products:

  • Frozen Whole Yellowfin Tuna
  • Frozen Yellowfin Tuna Loin
  • Frozen Yellowfin Tuna Steak
  • Frozen Yellowfin Tuna Saku Block

• Satay Products:

  • Satay Chicken
  • Satay Beef
  • Satay Tuna

These items are developed with a focus on halal certification, convenience packaging, and shelf-stable properties, making them suitable for both local consumers and regional exporters.

Specialization and Unique Selling Points

• Tuna Innovation: One of the few Malaysian brands offering value-added tuna snacks and floss
• Halal-Certified Facility: Ensures adherence to Islamic dietary laws, appealing to a large Muslim consumer base
• Flavor and Texture Engineering: Known for delivering crunchy, savory textures in shelf-stable packaging
• Multi-Channel Sales: Strong presence in Malaysian e-commerce via Shopee with consistent customer reviews

Financial and Export Performance

Though exact financials remain undisclosed, indicators from Shopee and local trade reports suggest:

• Top-ranking seller in Shopee’s seafood snack category
• Over 500 product reviews on e-commerce platforms with an average rating above 4.8/5
• Growing demand for OEM supply to Southeast Asian clients, particularly in Brunei, Singapore, and Indonesia

Target Markets

Asas Matahari primarily targets:

• Halal grocery retailers
• Convenience stores and hypermarkets
• E-commerce consumers seeking halal high-protein snacks
• Export distributors focused on Southeast Asian Muslim populations

Capabilities

The company maintains capabilities in:

• Seafood processing with cold chain handling
• Dehydration and shelf-stabilization technology
• Private label product development
• Retail-grade packaging lines for dry and frozen goods
• E-commerce order fulfillment and logistics

Certifications and Compliance

Asas Matahari emphasizes compliance with:

• Halal certification standards
• HACCP-aligned processing protocols
• Local authority food safety regulations in Malaysia

These measures position the company as a trusted supplier to both retail and institutional buyers.

Customer Feedback and Market Perception

Customer reviews from Shopee Malaysia highlight:

• High product quality and packaging appeal
• Unique and satisfying flavor, especially for tuna floss and crunchy tuna
• Strong repeat purchase behavior and word-of-mouth growth

Major Achievements

• Ranked among top seafood snack brands on Shopee Malaysia
• Expanded product range from 3 to 20+ SKUs in under 3 years
• Pilot OEM partnerships with regional convenience store brands
• Strong brand loyalty in southern Malaysia, particularly among halal consumers

With a clear focus on innovation, halal compliance, and consumer convenience, Asas Matahari Sdn Bhd continues to emerge as a dynamic player in Malaysia’s evolving protein snack and seafood product landscape.