Pacific West unveils new seafood range as it turns 26

SHAH ALAM - Pacific West kicks off its 26th year in Malaysia with a clear signal of what comes next — the soft launch of its new Pacific West seafood range, marking a fresh phase of growth for one of the country’s most trusted frozen food brands.

Held under the theme "Evolving Forward", the launch signals the brand’s next phase of growth while reinforcing its long-standing commitment to delivering high-quality, reliable seafood for Malaysian consumers.

The new Pacific West range introduces higher-value seafood products designed to offer a more elevated eating experience through quality ingredients, consistent taste and texture and flexibility for different meal occasions, while performing reliably for both home cooks and professional kitchens.

The seven products launching under the new range are Pacific West Chunky Cod Bites (300g), Pacific West Crumbed Hoki Fish Fillets (340g), Pacific West Tempura Cod Fish Fillets (310g), Pacific West Breaded Oysters (400g), Pacific West Tempura Barramundi Fish Fillets (480g), Pacific West Crispy Battered Snapper Fish Fillets (480g) and Pacific West Blue Cod Fish Cocktails – Skin On (300g).

The new Pacific West range introduces higher-value seafood products designed to offer a more elevated eating experience through quality ingredients.

Designed for modern lifestyles, the range supports Pacific West’s expansion into higher-value segments while staying true to its promise of delivering the finest seafood.

The rollout will begin with a retail-first strategy to build awareness and encourage consumer trials through supermarkets and grocers before expanding into food service channels such as QSRs, cafés, operators and premium dining environments.

Pacific West general manager Joseph Lim said the soft launch represents the brand’s next step as it evolves, expands into new segments and brings greater-value seafood offerings to both retail and food service.

"For 26 years, Pacific West has been built on trust, delivering the finest seafood with consistent quality that Malaysians can rely on.

"This soft launch signals our next chapter as we evolve forward, expand into new categories and deliver higher value seafood solutions across both retail and food service.

"Retail is where consumer awareness begins. Once we build momentum through retail, we can accelerate growth across food service channels," he said.

The soft launch served as a focused introduction for key stakeholders, allowing early feedback and visibility ahead of a wider market rollout.

Product tasting and preparation sessions were also conducted to demonstrate the range’s quality, versatility and performance.

Designed for modern lifestyles, the range supports Pacific West’s expansion into higher-value segments while staying true to its promise of delivering the finest seafood.

Pacific West has been a familiar name in Malaysian households for over two decades and is known for its consistent quality and reliable taste across a wide range of seafood products.

After celebrating its 25-year milestone and now stepping into its 26th year, the brand remains relevant in the market and continues to strengthen its role in providing dependable seafood solutions for both households and the food industry.

As dining habits evolve, with more people eating out and demanding convenience, Pacific West is expanding its portfolio and refining its channel strategy to meet changing consumer needs.

Lim said Pacific West Malaysia continues to grow through product innovation, portfolio expansion and stronger market penetration.

He said the company closed at RM42 million in FY2024/2025 and is projecting to close FY2025/2026 at RM50 million.

Looking ahead, he said Pacific West targets RM86 million by FY2028/2029, representing a projected 73 per cent growth over three years.

"Over the next three years, we are targeting RM86 million by FY2028/2029 — driven by new category expansion, channel growth and products that consumers will actively seek out," he said.