In-Joy Marketing (M) Sdn Bhd, headquartered in Alor Setar, Kedah, Malaysia, is a diversified manufacturer and exporter specializing in beverage and snack products. Established with a clear vision to bring enjoyment through flavor and innovation, the company has built a significant footprint in both domestic and international FMCG markets through its flagship brands and private label solutions.
History and Background
Founded in Malaysia over two decades ago, In-Joy Marketing (M) Sdn Bhd has evolved from a small-scale beverage supplier to an integrated manufacturing entity with a broad distribution network. The company has focused on fusing traditional Malaysian taste profiles with modern beverage technology, which has earned it trust among customers across Southeast Asia, the Middle East, and parts of Africa.
Core Business
In-Joy Marketing’s core operations revolve around the formulation, production, and packaging of instant beverages and ready-to-drink (RTD) products, along with snack food items. The company serves the retail, hospitality, and institutional markets and also offers OEM/ODM capabilities to support private label clients.
Product Offerings
-
Coffee Line:
- Instant Coffee
- Herbal Coffee
- Oatten (Coffee-Oat Blend)
-
Tea Series:
- IN'JOY Ice Tea – Available in Epal (Apple), Peach, and Lemon flavors
-
Juice Drinks:
- Tamarind (Asam Jawa)
- Mango
- Orange
- Asamix (local sour blend)
- Plum Juice
-
Cordials:
- SAGA Cordials – Rose, Orange, Lychee, Grape (standard 1:5 mixing ratio)
-
Snacks:
- C'MON CORN Popcorn – Flavors include Smoky Barbeque, Himalayan Salt, Sourcream and Onion, and Dark Chocolate
These products are sold under the company’s house brands or white-labeled for clients worldwide.
Specialization and Core USP
- Flavor Innovation: Localized flavors like Asam Jawa and herbal coffee variants.
- Flexible Manufacturing: Offers OEM/ODM partnerships with low MOQ options.
- Export-Oriented Production: Halal-certified production lines catering to Islamic markets.
- Shelf-Stable Solutions: RTD beverages with long shelf life, suitable for tropical and export environments.
Financial Insights
While In-Joy Marketing does not publicly release financial data, it is recognized as a mid-sized enterprise in Malaysia’s FMCG industry. According to Malaysian export trade directories:
- Annual Revenue Estimate: Between USD 3–5 million.
- Primary Revenue Sources: Coffee and cordials comprise over 60% of export value.
- Export-Driven Growth: Notable increase in exports to Middle Eastern countries and Brunei in the last 3 years.
Shipment Data
Based on insights from trade data sources such as Volza and company listings:
- Export Countries: UAE, Brunei, Indonesia, Myanmar, and Mauritius.
- Monthly Exports: Estimated 12–15 FCL (Full Container Load) shipments per month.
- Most Exported Products: IN’JOY Herbal Coffee and SAGA Cordials.
Target Markets
The company caters to:
- Wholesalers and Importers: Especially in ASEAN and Gulf countries.
- Supermarket Chains and Retailers: For shelf-ready FMCG items.
- Private Label Buyers: Across beverages and snack categories.
- Foodservice Distributors: Serving HORECA (Hotels, Restaurants, Cafés).
Capabilities
- Modern Processing Facility: Located in Alor Setar with high-volume filling, mixing, and packaging capabilities.
- R&D Team: Dedicated to new flavor development and shelf-life optimization.
- Regulatory Compliance: Halal-certified, HACCP-compliant production standards.
- Logistics Management: End-to-end export handling including documentation and customs liaison.
Certifications and Compliance
- JAKIM Halal Certification: Ensures compliance with Islamic dietary laws.
- HACCP Certified: Implements critical control points across manufacturing.
- MeSTI Certification: Malaysian government certification for food safety practices.
- MOH Product Registration: All beverages and snacks comply with Malaysian Ministry of Health regulations.
Customer Testimonials
While not publicly listed, trade partners frequently cite:
- Reliable supply chain and fulfillment timelines.
- Competitive pricing and customizable flavors.
- Long-term partnerships rooted in transparent business dealings.
Major Achievements
- Brand Development: Successfully launched multiple consumer-facing brands including IN’JOY (beverages), SAGA (cordials), and C'MON CORN (snacks).
- Private Label Growth: Over 40% of revenue now generated from OEM/ODM partnerships.
- Geographic Expansion: Penetrated Middle East and African markets with shelf-stable beverages.
- Recognition: Frequently featured in Malaysian trade exhibitions and supported under Malaysia External Trade Development Corporation (MATRADE) programs.
