Exhibiting at Thaifex - Anuga Asia 2025

Established in Malaysia with a legacy that spans over three decades, Lee Biscuits Malaysia Sdn Bhd has grown into a respected and reliable manufacturer and exporter of a wide range of biscuits and confectionery products. Headquartered in Pontian, Johor, the company is recognized for combining traditional baking expertise with modern technology to deliver premium-quality snack foods to both domestic and international markets.

Brief History

Founded in 1984, Lee Biscuits Malaysia Sdn Bhd began as a modest biscuit manufacturing facility serving local retailers in Malaysia. Through consistent investment in manufacturing capabilities and product diversification, the company expanded its footprint into international markets across Asia, the Middle East, and Africa. Over time, Lee Biscuits has established itself as one of the leading biscuit producers in Malaysia.

Core Business

Lee Biscuits’ operations revolve around the production and export of a wide spectrum of biscuits. The company focuses on:

• Health-focused biscuits (e.g., spirulina-infused and multigrain)
• Classic favorites such as cream crackers and puff biscuits
• Children-oriented biscuits with fun shapes and flavors
• Assorted gift boxes and seasonal packaging

Their products are distributed under well-known brands such as Shield, Turkey, and Bell.

Product and Service Offerings

Health Biscuits

• Spirulina Filled Crackers
• Nutri Multi-grain Biscuits

These products are enriched with functional ingredients, aligning with global health-conscious consumer trends.

Classic Biscuits

• Cream Crackers
• Marie Biscuits
• Banana Puff
• Lemon Puff

Lee Biscuits’ classic range continues to be the backbone of its offerings, recognized for quality and affordability.

Children’s Biscuits

• Choco Chips Biscuits
• Moo Moo Biscuits

These are crafted with appealing shapes and flavors for young consumers, often packed in colorful, engaging packaging.

Assorted Packs

• Lee Western Classic Assorted Biscuits
• Lee Biscuit Assorted Biscuits 4in1

These are ideal for festive gifting and international shipping, combining variety and convenience.

Specialisation and Core USP

• Wide Product Range: Over 100 SKUs in multiple categories
• Halal and HACCP Certified: Ensuring food safety and compliance
• Affordable Pricing Strategy: Catering to mass markets without compromising on quality
• OEM and Private Label Services: Serving brands across ASEAN, Middle East, and Africa
• High Shelf Life: Export-optimized products with up to 12 months of shelf stability

Financial Strength

While exact financial figures are private, Lee Biscuits demonstrates strong financial stability and investment capability:

• Manufacturing capacity exceeding 12,000 metric tons annually
• Active presence in over 30 international markets
• Major partners in retail chains and distribution networks throughout Southeast Asia and GCC countries

Shipment Records

According to data from ImportYeti and Volza:

• Over 500 international shipments tracked over the last 36 months
• Regular exports to countries including Indonesia, Philippines, UAE, Nigeria, and Saudi Arabia
• Average shipment value per container: USD 12,000 – USD 18,000
• Popular exports include assorted biscuits in gift tins and health crackers

Target Market

Lee Biscuits’ products are aimed at:

• Mass retail outlets
• Hypermarkets and convenience chains
• School canteens and institutional buyers
• B2B wholesalers and foodservice providers
• Private label partners in overseas markets

Capabilities

• Fully automated production lines for baking, cutting, packing, and sealing
• Own R&D department to formulate health-driven and market-specific flavors
• Comprehensive OEM capabilities: From recipe development to full packaging customization
• Logistics integration with cold chain and dry shipping options

Certifications and Compliance

• Halal Certified by JAKIM (Malaysia)
• HACCP Certified
• ISO 22000 Compliant
• MeSTI Certification by the Ministry of Health Malaysia

These certifications ensure that the products meet stringent hygiene and food safety standards required by global retailers and governments.

Customer Testimonials

“Lee Biscuits has been a trusted supplier for over five years. Their health biscuit range is particularly popular with our Southeast Asian retail clients.”
— Mr. Samuel Cheng, Product Manager, GlobalMart Singapore

“Exceptional OEM support and consistent quality have helped us grow our private label in the Middle East.”
— Ms. Amal Farid, Sourcing Head, Bin Omar Foods, UAE

Major Achievements

• Exported to over 30 countries globally
• Selected supplier for Malaysia School Feeding Programme (RMT)
• Participated in international expos like Gulfood Dubai and SIAL China
• Developed exclusive custom SKUs for major supermarket chains in Indonesia and UAE

With an unwavering focus on quality, compliance, and affordability, Lee Biscuits Malaysia Sdn Bhd continues to be a trusted name in biscuit manufacturing, with aspirations to expand into Europe and North America in the coming years.