NIMS launches local-flavoured snack range to boost global presence
The new product line features Teh Tarik Crunch, Sirap Bandung Laici Crunch, and Onde Onde Crunch, combining iconic local beverage and dessert tastes with crispy cereal in modern snack packaging.
SHAH ALAM - Iconic Malaysian flavours such as teh tarik, sirap bandung, and onde-onde have been translated into three new variations of NIMS Chocotub® - Taste of Malaysia, as an effort to showcase the diversity of local culinary heritage to consumers both domestically and internationally.
NIMS Adelicious Sdn Bhd chief executive officer Tengku Norhanim Tengku Othman said that the three variations, namely Teh Tarik Crunch, Sirap Bandung Laici Crunch and Onde Onde Crunch, combine flavour elements synonymous with Malaysian society in the form of modern snacks.
She said that the production of products based on local flavours is not just a food innovation, but rather an approach to bring elements of Malaysian culture and nostalgia to the international market.
"Through NIMS Chocotub® - Taste of Malaysia, we want to bring the unique flavours of Malaysia to global consumers. Each flavour elevates the culture and nostalgia that are close to the hearts of the people, while also showcasing the potential of local products to compete on the international stage.
"The Teh Tarik Crunch variant combines tea tarik-flavoured chocolate with crispy cereals to create a rich and creamy taste, while the Sirap Bandung Laici Crunch blends the deliciousness of fragrant sirap bandung and lychee, followed by Onde Onde Crunch enriched with the uniqueness of pandan, coconut and palm sugar," she said.
Tengku Norhanim said this at the launch event of NIMS Chocotub® - Taste of Malaysia, which was also attended by Malaysia External Trade Development Corporation (MATRADE) deputy chief executive officer (Entrepreneur Development) Mansor Shah Wahid, at the Ideal Convention Centre (IDCC) here today.
She said the selection of the three flavours reflects an effort to explore how traditional food and local tastes can be translated into a new form without losing elements that are close to the identity of Malaysian society.
"We want this product to connect culture, nostalgia and user experience, while also strengthening the position of local brands in the global market. We hope that when the world enjoys this product, they will recognise and feel the uniqueness of Malaysia through every product we create," she said.
Meanwhile, Tengku Norhanim said the introduction of the new product is also aligned with the NIMS Buy & Win Campaign 2026, which runs from Aug 8 to Nov 8.
She said the campaign offers a total prize value of more than RM150,000, including a Proton e.MAS electric vehicle, to users who purchase NIMS products through the designated channels, subject to terms and conditions.
In the meantime, Mansor Shah said that agencies and ministries are always ready to assist local entrepreneurs with the potential to expand internationally because success in penetrating foreign markets can have a positive impact on the country's economy, including creating job opportunities.
"NIMS made its debut at the Malaysia International Halal Showcase (MIHAS) as early as 2023, just four years after its establishment. It is a proud achievement because Malaysian companies are able to compete in terms of innovation, quality and determination, and the world has responded positively.
"After South Africa and Kenya last year, NIMS will join another MATRADE export acceleration programme to Cambodia, which is one of the world's rapidly growing markets with a 46 per cent increase," he added. - BERNAMA
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