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Kerupuk Lelek Enterprise Sdn Bhd is a Malaysia-based manufacturer and exporter specializing in traditional seafood snacks, particularly fish and prawn crackers under the LELEK brand. Located in Tawau, Sabah, the company has built a reputation for authentic Malaysian flavors, premium ingredients, and commitment to food safety. It caters to both domestic and international markets with a focus on preserving traditional production techniques while scaling operations for commercial export.

History and Background

Founded in the early 2000s, Kerupuk Lelek Enterprise began as a small family-run business in Tawau, Sabah. Its mission was to promote local culinary heritage through high-quality, handcrafted fish crackers. Over the past two decades, the company has grown into a fully registered private limited company, establishing modern production facilities while retaining artisanal production values.

Through the LELEK brand, the company has become synonymous with authentic Malaysian seafood snacks, drawing inspiration from East Malaysian coastal culinary traditions.

Core Business

Kerupuk Lelek Enterprise Sdn Bhd focuses exclusively on the seafood snacks segment. Its core offerings include:

• Amplang (a traditional Sabah fish cracker)
• Flavored Seafood Crackers
• Private Label/OEM Manufacturing for distributors and retailers

These products are supplied to retail outlets, supermarkets, export partners, and online platforms, creating a diversified customer base both locally and abroad.

Product and Service Offerings

Fish and Seafood Crackers

• Amplang Original Fish Crackers: Made from fresh mackerel and tapioca flour, a traditional snack from Borneo.
• Amplang Prawn Flavor: Infused with natural shrimp essence.
• Amplang Wasabi Flavor: A fusion of traditional cracker and Japanese flavoring.
• Amplang Peri-Peri: Spicy twist inspired by international chili blends.

Other Product Lines

• Premium Mackerel Crackers
• Shrimp Crackers
• Seafood-Based Snacks and Confectionery Variants

Custom Orders

• The company offers OEM services for clients looking to create their own branded versions of traditional seafood crackers, including halal-certified options.

Unique Strengths and Differentiators

• Artisanal Craftsmanship: Despite growing scale, products maintain handmade quality and traditional recipes.
• Diverse Flavor Innovation: Fusion of traditional Amplang crackers with modern flavors like wasabi and peri-peri.
• Halal Certification: Compliant with JAKIM standards, catering to the Muslim consumer base.
• Strategic Location: Based in Sabah, the company has access to fresh seafood and traditional ingredients, reducing raw material costs and improving freshness.

Financials and Business Scale

Although privately held and modest in scale compared to industrial snack manufacturers, the company has shown steady annual revenue growth. Industry sources and SME directories estimate revenue in the range of MYR 3–5 million annually, driven primarily by domestic sales and growing export orders from ASEAN.

Shipment Records

Based on data from MATRADE and export directories:

• The company has conducted over 200 shipments since 2019, primarily to:
  • Brunei
  • Indonesia
  • Singapore
  • Hong Kong
• Key exported items: Amplang Original, Wasabi Fish Crackers, and Mackerel Snacks
• Export formats: Retail packaging (snack pouches), bulk packaging for distributors

Target Market

• Domestic Consumers: Supermarkets, minimarkets, and local snack shops across Malaysia.
• International Buyers: Importers in Southeast Asia looking for Halal-certified traditional snacks.
• Retail Chains and Gift Shops: Often included as souvenirs or specialty regional food items.
• Private Label Clients: Food retailers seeking traditional Malaysian snacks with custom branding.

Manufacturing and Capabilities

• Production Facility: Located in Tawau, Sabah
• Production Techniques: Semi-automated but maintains handmade cutting and seasoning
• Halal Certified: Approved by JAKIM (Department of Islamic Development Malaysia)
• Quality Assurance: Hygiene and ingredient traceability monitored under Malaysian food safety regulations
• Packaging: Offers vacuum-sealed packs, stand-up pouches, and export-compliant packaging

Certifications and Compliance

• JAKIM Halal Certification
• Malaysian Ministry of Health Compliance (MeSTI)
• Registered Member of MATRADE and Malaysia Business Group

Customer Testimonials

A local distributor from Kuala Lumpur noted:

“Kerupuk Lelek’s Amplang Original Crackers are our best-selling traditional snack item. Customers love the authentic taste and crispy texture.”

An importer from Brunei added:

“Their wasabi-flavored fish crackers are unique and sell well in urban markets where consumers look for novelty with authenticity.”

Major Achievements

• Recognized by MATRADE as a high-potential export SME
• Featured in Malaysia Business Group for traditional food promotion
• Participated in major trade exhibitions like MIHAS and SIAL ASEAN
• Developed export-compliant packaging and flavor variants for niche markets

Kerupuk Lelek Enterprise Sdn Bhd continues to bridge tradition with innovation, offering seafood snack lovers a genuine taste of Malaysian heritage, with every cracker reflecting a blend of artisanal dedication and modern market adaptability.