Innovate Instant Coffee Sdn Bhd, based in Ipoh, Malaysia, is a leading manufacturer and exporter of premium instant beverages, including the iconic Ipoh White Coffee. Operating under the renowned consumer brand “Chek Hup,” the company has built an international reputation for delivering authentic Malaysian flavors through carefully crafted and health-conscious beverage products.
History and Background
Founded in Malaysia’s coffee heritage capital—Ipoh—Innovate Instant Coffee Sdn Bhd was born from the legacy of Chek Hup, a family business that started in the 1960s with traditional kopi tiam-style brewing. The company transitioned into the instant beverage sector with a commitment to preserving artisanal coffee culture while adopting modern food manufacturing practices. Today, Chek Hup has become a household name synonymous with quality and innovation in the Malaysian F&B industry.
Core Business
The company specializes in developing and producing instant coffee, chocolate drinks, and tea-based beverages. It has successfully expanded its product lines to include health-focused variations and soy-based alternatives while maintaining the hallmark smoothness and taste of Ipoh White Coffee. Innovate Instant Coffee supplies to both domestic retailers and over 20 international markets.
Product Offerings
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Instant Coffee Mixes:
- 3-in-1 Ipoh White Coffee (Original, Less Sweet, and King variants)
- 2-in-1 Ipoh White Coffee (Sugar-Free)
- 3-in-1 Ipoh White Coffee with Soy Protein
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Chocolate Beverages:
- Kokoo 3-in-1 Chocolate Drink
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Tea-Based Drinks:
- Teh Tarik 3-in-1 (Ginger “Halia”, Less Sweet, Rich & Creamy)
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Traditional Blends:
- Kopi Tarik (Foamed Pull-Style Coffee)
- Custom blend options for B2B clients
Specialization and Core USP
- Rock Sugar Formulation: Uses natural rock sugar as a sweetener instead of artificial additives
- No Artificial Flavors or Sweeteners: Prioritizes clean label manufacturing
- Heritage-Based Brewing: Authentic Malaysian kopi tiam experience in convenient sachets
- Diversified Offerings: Range includes coffee, tea, chocolate, and health-focused blends
- OEM & Private Label: Offers formulation and co-packing services for international clients
Financial Insights
As a private entity, Innovate Instant Coffee does not publicly disclose financial statements, but insights from market performance and export activity suggest:
- Estimated Annual Revenue: USD 12–18 million
- Market Share: Among top 5 instant coffee exporters in Malaysia
- Export Revenue Share: Approx. 40% of total turnover
Shipment Data
Export intelligence and logistics data show:
- Primary Export Markets: Singapore, Hong Kong, China, Australia, UAE, and the UK
- Export Volumes: Over 100 FCLs shipped annually
- Certifications for Export: Halal, HACCP, ISO22000, and MeSTI compliance
- Packaging Sizes: From 25g sachets to 500g bulk packs
Target Markets
The company serves multiple customer segments:
- Retail Chains and Supermarkets
- Online Grocers and E-Commerce Platforms
- Cafés and Restaurants (HORECA)
- Private Label Clients in Asia, GCC, and Europe
- Health-Focused Consumers (Sugar-free and soy-based lines)
Capabilities
- Production Facility: Fully automated lines for blending, packing, and nitrogen-sealing
- Formulation R&D: Team specializing in flavor balance, alternative sugars, and plant-based protein blends
- Quality Control: Strict QA protocols across ingredients, production, and final packaging
- Logistics Integration: Strong domestic and international distribution capabilities
Certifications and Compliance
The company operates under international food safety and religious dietary certifications, including:
- Halal Certified (JAKIM)
- ISO 22000 Food Safety Management
- HACCP Certified
- MeSTI (Malaysian Ministry of Health Standard)
- FDA Registered (for U.S. exports)
Customer Testimonials
Feedback from global distribution partners and consumers highlights:
- Smooth taste and premium aroma of white coffee
- Clean and natural formulation without synthetic flavors
- Strong brand identity and shelf appeal in retail environments
Major Achievements
- Global Brand Expansion: Chek Hup is now sold in more than 20 countries
- Innovative Launches: Pioneered white coffee with soy protein for lactose-intolerant and vegan consumers
- Retail Placement: Available in top supermarkets such as AEON, Tesco (Lotus), FairPrice, and Watsons
- Digital Growth: Strong presence on platforms like Lazada, Shopee, and Amazon for direct-to-consumer sales
