Exhibiting at Thaifex - Anuga Asia 2025

Huasin Food Industries Sdn Bhd, headquartered in Selangor, Malaysia, is a renowned manufacturer, exporter, and wholesaler of a diverse range of baked and snack food products. Operating under the flagship brand Samudra, the company has built a substantial presence both in the Malaysian domestic market and international export markets, particularly in Southeast Asia, the Middle East, and Africa.

Company Overview

Founded with the mission to provide quality, affordable snack foods for all market segments, Huasin Food Industries Sdn Bhd has grown into a prominent name in the Malaysian FMCG sector. The company integrates traditional baking methods with modern automation to deliver a wide range of biscuits, cakes, crackers, and confectionery items that meet international taste preferences and food safety standards.

Core Business Activities

Huasin Food focuses on:

• Manufacturing of various snack and bakery products.
• Wholesale distribution across domestic retail and export channels.
• Private label/OEM services for international clients.

Its vertically integrated business model ensures strict control over production, packaging, and quality assurance, offering both standard and customized products for global partners.

Product Range

Huasin’s diverse offerings span across several key product categories:

• Crackers
  • Samudra Cream Crackers
  • Corn Crackers
  • Sugar Crackers
• Cakes & Pastry
  • Mini Chocolate Moist Cakes
  • Banana Muffins
  • Swiss Rolls
  • Tic‑Tic Chocolate Cakes
• Wafer Rolls & Sticks
  • S360 Wafer Sticks (Chocolate, Strawberry, Pandan Coconut)
• Assorted Cookies & Biscuits
  • Butter cookies
  • Chocolate chip cookies
  • Coconut biscuits

These products cater to a wide spectrum of consumers, from children to adults, with an emphasis on affordability and taste consistency.

Specialization and Unique Selling Proposition (USP)

• Strong Brand Equity: Samudra is a household name across several export markets, associated with quality and value.
• High Production Efficiency: Modern factory setup with high-speed baking, wrapping, and sealing lines.
• Product Innovation: Regular introduction of new flavors and product formats to adapt to changing consumer trends.
• Multilingual Packaging: Customized packaging for target export markets, facilitating regulatory compliance and consumer connection.

Financial Strength

Although private and not publicly traded, Huasin Food Industries Sdn Bhd operates with a solid financial base. The company's investment in state-of-the-art facilities and continuous participation in major trade exhibitions reflect a healthy cash flow and capital reinvestment strategy. The company is reported to process millions of units monthly, catering to both local and export demands.

International Shipments

Based on trade data and public records:

• Huasin Food has maintained regular exports to over 20 countries, with significant presence in:
  • Middle East (UAE, Saudi Arabia)
  • Africa (Ghana, Nigeria)
  • Southeast Asia (Indonesia, Philippines)
• The company ships more than 200 containers annually on average.
• Popular export products include Samudra Cream Crackers and S360 Wafer Sticks, which are customized per local preferences.

These metrics indicate a robust and consistent export performance.

Target Market

The company targets:

• Mass-market retail chains in Asia and Africa.
• Distributors of value-based FMCG snack items.
• Private label clients seeking affordable and customizable food products.
• Importers in halal-certified food markets, especially in Muslim-majority countries.

Production and Operational Capabilities

Huasin operates a modern, integrated food production plant that includes:

• High-capacity ovens and automated conveyor lines.
• Packaging automation capable of high-speed wrapping and boxing.
• On-site quality control laboratory to meet international food safety standards.
• Warehousing and logistics infrastructure to support efficient distribution.

The facility maintains hygiene standards in line with both Malaysian regulations and international import norms.

Certifications and Compliance

Huasin Food Industries is certified by:

• Halal Certification (JAKIM) – enabling export to Muslim markets.
• HACCP (Hazard Analysis Critical Control Point) – food safety.
• MeSTI Certification (Makanan Selamat Tanggungjawab Industri) – Malaysian standard for food safety.
• GMP (Good Manufacturing Practices) – ensuring consistent production quality.

These certifications underscore the company’s commitment to food safety, traceability, and international compliance.

Customer Feedback

While direct customer reviews are limited to distributor and retail channels, the long-standing presence of Huasin products in supermarkets across Malaysia, the Middle East, and Africa is a testament to strong customer satisfaction. Repeat exports to the same clients indicate trust in product consistency and service reliability.

Achievements

• Consistent Exporter Award by Malaysian industry trade bodies.
• Regular exhibitor at major food expos such as:
  • MIHAS (Malaysia International Halal Showcase)
  • Gulfood Dubai
  • Thaifex – Anuga Asia
• Expanded its footprint to over 20 countries under the Samudra brand.
• Introduced S360 Wafer Stick line, which became a top-selling export SKU within two years of launch.

Huasin Food Industries Sdn Bhd continues to thrive as a dynamic player in Malaysia’s food manufacturing industry, balancing tradition, innovation, and international ambition to deliver quality snack products to a global customer base.