Haritage Brands Sdn Bhd, located in Simpang Ampat, Malaysia, is a homegrown food manufacturing company specializing in traditional Malaysian biscuits, granola-based snacks, and locally flavored bakery items. With a rich heritage rooted in cultural authenticity and modern innovation, Haritage Brands has become a trusted name in Malaysia’s packaged snack segment and is increasingly making its mark in regional export markets.
Core Business
Haritage Brands Sdn Bhd focuses on producing nostalgic and health-conscious snack foods that reflect Malaysian culinary traditions. The company operates under two major brands — Ha’ritage and Loong Nam — catering to both traditional biscuit enthusiasts and younger, health-aware consumers.
The company’s core operations include product development, manufacturing, retail packaging, and wholesale distribution, with production facilities that adhere to Malaysian food safety standards.
Product and Service Offerings
Haritage Brands manufactures a wide array of snack items, categorized into:
-
Traditional Biscuits
- Biskut Susu: Milk-based crispy biscuits
- Biskut Lenga: Sesame-infused sweet biscuits
- Biskut Kapai and Biskut A1: Classic Malaysian-style hard biscuits with unique textures
-
Granola Snacks
- Honey Butter Almond Granola
- Cocoa Hazelnut Granola
- Strawberry Yoghurt Granola
- Designed for consumers seeking a balance between health and indulgence
-
Breadcrumbs
- While details are minimal, the company provides foodservice-grade breadcrumbs for coating and frying purposes
-
Other Snacks
- Roti Jari: Finger breadstick-style snacks, often flavored or plain, aimed at general snackers and café chains
Specialization and USP
Haritage Brands sets itself apart with a dual-market approach:
- Cultural Preservation: Through its Loong Nam product line, it preserves the recipes and production methods of classic Malaysian biscuits.
- Modern Adaptation: The Ha’ritage granola range is tailored for urban and export markets, incorporating globally popular flavors with a local twist.
The company emphasizes:
- Use of non-GMO ingredients
- Traditional baking methods with small-batch production
- Halal-compliant manufacturing processes
- Affordable pricing for mass-market accessibility
Financials
As a mid-sized, privately owned enterprise:
- Estimated Annual Turnover: MYR 5–8 million
- Sales split: 70% domestic, 30% export (and growing)
- Major domestic clients include local retail stores, supermarkets, and school canteens
Growth is driven by increasing demand for local snacks in gift packs, as well as consumer shifts toward healthy alternatives like granola.
Export and Shipment Records
Based on trade portal visibility and food export listings:
- Export destinations: Singapore, Brunei, Indonesia, and the UAE
- Export formats: Single-serve packs, gift tins, and institutional cartons
- Granola and Roti Jari lines are particularly favored by international buyers
- Volume: ~10 containers/year with increasing inquiries for OEM services
Target Markets
Haritage Brands serves a broad mix of customer segments:
- Retail chains and grocers stocking nostalgic or traditional food
- Halal-certified food importers in ASEAN and GCC countries
- Café and foodservice providers seeking unique baked snack pairings
- Wholesalers and HORECA clients interested in customized branding
Capabilities
- In-house baking and blending equipment for granola and biscuits
- Packaging automation for retail-ready SKUs
- Ability to provide OEM/ODM solutions for snack branding
- Responsive to custom recipe and private labeling requests
- Halal and food safety-compliant infrastructure
Certifications and Compliance
- Halal-certified by JAKIM Malaysia
- MeSTI (Makanan Selamat Tanggungjawab Industri) certification for hygiene and safety
- Compliance with Malaysian Ministry of Health (MOH) food regulations
- Products developed with shelf-life stability for international shipping
Customer Testimonials
“Their granola is a huge hit with our café patrons — the Honey Butter Almond flavor is especially addictive.”
— Nadiah A., Café Owner, Kuala Lumpur
“We distribute Ha’ritage gift packs during festivals. The traditional biscuits bring back great memories.”
— Faizal Mahmud, Wholesale Buyer, Penang
Major Achievements
- Developed Ha’ritage as a recognized retail snack brand in major Malaysian convenience chains
- Successfully launched Loong Nam biscuits into the gift and hospitality sectors
- Featured in Halal Showcase Malaysia and Selangor International Expo
- Expansion into regional e-commerce platforms such as Shopee and Lazada
- Approved supplier for Malaysia’s rural entrepreneurship development initiatives
Haritage Brands Sdn Bhd continues to champion Malaysian snack heritage with a strong foundation in tradition and a strategic outlook on modern food trends, blending the old and new in every bite.
