Impression Food Industries (Malaysia) Sdn Bhd, based in Melaka, Malaysia, is a leading snack food manufacturer and exporter recognized for its innovative approach to traditional Malaysian flavors. Operating under the brand Zen Zen, the company has built a strong reputation in producing high-quality peanut snacks, prawn crackers, and specialty chips that cater to both domestic and international consumers.
Core Business and Offerings
Impression Food Industries specializes in manufacturing a wide range of ready-to-eat snack foods, including:
Peanuts and Peanut-Based Snacks
- Flavored and roasted peanut varieties
- Packaged peanut mixes with complementary ingredients like anchovies or spices
- Coated peanuts designed for long shelf life and flavor retention
These products are popular in Southeast Asia and the Middle East and are often distributed under both Zen Zen and private label formats.
Prawn Crackers
- Spicy Hot Cassava Prawn Crackers
- Premium Jumbo Prawn Crackers
These snacks are produced using real seafood ingredients and traditional methods, delivering crisp texture and bold, savory taste profiles that are well-received in ASEAN and Middle Eastern snack markets.
Savory Snack Varieties
- Oriental Mixed Nuts blended with wasabi peas, beans, and dried seafood
- Potato Chips with localized flavors such as barbecue and salted egg
- Cheese Calamari Crackers, a signature product combining seafood essence with cheesy seasoning
These snacks are packaged in both small retail sizes and larger bulk formats for export.
Specialization and USP
Impression Food Industries stands out in the snack segment through:
- Expertise in ethnic snack formulations tailored to regional tastes
- BRC-compliant manufacturing and rigorous quality control processes
- High product shelf stability through vacuum packaging and moisture control
- Ability to custom develop private label SKUs for global partners
Its edge lies in fusing traditional Malaysian snack culture with modern packaging and hygiene standards.
Financial Performance and Export Reach
While not a public company, business registry insights and international trade activity suggest:
- Estimated annual revenue between USD 3 million and USD 5 million
- More than 60% of revenue attributed to exports
- Active sales in 15+ countries, including:
- Singapore
- Brunei
- Saudi Arabia
- UAE
- China
- Mauritius
Zen Zen products are regularly featured at regional food expos and have secured shelf space in both ethnic and mainstream retail channels abroad.
Shipment and Trade Insights
Based on export documentation and trade listings:
- Approximate annual shipment volume: 120+ containers (20-foot equivalent units)
- Popular HS codes: 1905.90 (prepared food products), 2008.11 (nuts and seeds)
- Export markets predominantly serviced through port of Klang and Johor
- Customized labeling and Halal certification facilitate entry into Muslim-majority markets
The company has a track record of punctual logistics, aided by a robust internal QC and packaging framework.
Target Market
Impression Food Industries targets:
- Retail snack distributors and importers across ASEAN, GCC, and Africa
- Private label partners looking for OEM snack production
- Convenience store chains, supermarkets, and hypermarkets
- Online distributors focused on Asian and Halal-certified snack categories
Their range and format diversity meet the demands of both high-volume importers and boutique specialty snack retailers.
Capabilities
The production facility in Melaka includes:
- Semi-automated frying and roasting lines
- Integrated quality control labs for oil quality, moisture, and microbial safety
- Multi-line packaging systems for pouches, canisters, and vacuum-sealed formats
- Dedicated team for product innovation and flavor testing
The company’s production capacity supports high-volume export contracts with short lead times and packaging customization.
Certifications and Compliance
Impression Food Industries maintains stringent food safety standards with:
- Halal Certification (JAKIM) — critical for Malaysian and export compliance
- HACCP compliance
- ISO 22000 readiness under implementation
- GMP-standard manufacturing practices
- Full traceability and batch coding for all export orders
These certifications enhance trust among global trade partners and retail buyers.
Customer Feedback and Market Perception
Distributors and end-users commend the company for:
- Authentic flavor replication of regional snacks
- Consistency in batch quality and freshness
- Excellent customer service and customization responsiveness
- Attractive packaging suitable for modern retail environments
Repeat orders and private label agreements are indicators of high satisfaction among B2B clients.
Major Achievements
- Developed and exported the Zen Zen snack line to more than 15 international markets
- Participated in MIHAS, SIAL ASEAN, and Gulf Food exhibitions
- Recognized by MATRADE as an emerging Malaysian food exporter
- Launched new product lines catering to Halal vegan and gluten-free snacks
- Successfully scaled OEM partnerships with supermarket brands in the UAE and Singapore
Impression Food Industries (Malaysia) Sdn Bhd continues to elevate Malaysian snack craftsmanship through strategic export, innovation, and commitment to quality that resonates across borders.
