Local Brand SAJI Unveils New Products To Be Sold In Middle East And North Africa

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FGV Holdings Berhad, the producer and distributor of SAJI, recently introduced two new food products to the MENA market — SAJI Sweetened Creamer and SAJI Evaporated Creamer. The launch was held at Gulfood 2024, the world's largest food exhibition, which took place at the Dubai World Trade Centre, from 19 to 23 February.

SAJI Sweetened Creamer offers a simple and delicious way to sweeten and enhance the flavour of coffee, tea, and smoothies without additional sugar or flavourings. Crafted from milk solids, sugar, and palm oil, SAJI Sweetened Creamer is a lower-calorie and lower-fat alternative.

Meanwhile, SAJI Evaporated Creamer, which is essentially unsweetened fresh milk that has been heated at high temperature, lets consumers add a luscious texture and richer taste to coffee, tea, and hot chocolate.

Plus, a longer shelf life helps to minimise waste. FGV also shared that both creamers are also not just limited to beverages, but can serve as indispensable ingredients in a myriad of recipes, including desserts, baked goods, and savoury dishes, offering consumers boundless culinary possibilities.

As such, the demand for Malaysian F&B products in the MENA region has been growing in popularity.

According to FGV, in 2023, Malaysia's exports of processed food were recorded at RM30.3 billion from RM28.3 billion the previous year. The MENA market is a large and diverse region with a rapidly growing population and a rapidly expanding economy, making it an attractive destination for businesses looking to expand their customer base.

Also present were the Chairman of Federal Land Development Authority (FELDA) Dato' Sri Ahmad Shabery Cheek, the Chairman of FGV Tan Sri Rastam Mohd Isa, Malaysian government officials, as well as board members and senior management of FELDA and FGV.

Rastam said, "We are proud to introduce SAJI Sweetened Creamer and SAJI Evaporated Creamer to the MENA market.

"In the fast-paced MENA region, convenience is key. Both products combine high-quality ingredients with convenience and versatility, catering to the evolving needs of today’s consumers. By simplifying the process of measuring and mixing, they're perfect for busy individuals and those with on-the-go lifestyles." 

He said these two additions bring the total to three after the launch of ADELA Margarine at the same event last year. 

"We are confident that they will resonate with audiences throughout the region and solidify FGV’s presence as a trusted food company," he said. 

Besides SAJI and ADELA, FGV also has SERI PELANGI, GULA PRAI, LADANG'57, and BRIGHT COW under its umbrella.

As one of the key food players in Malaysia, FGV aims to play a significant role in the country's national food security agenda by bringing high-quality and nutritious food products at affordable prices. This also achieves its vision of delivering sustainable foods and agriproducts to the world.

Group Chief Executive Officer of FGV Dato' Nazrul Mansor said, "Expanding from our successful foothold in Malaysia's creamer market since 2010, we are excited to embark on a journey into the vibrant MENA region.

"Our deep understanding of product penetration strategies within this category, coupled with our unwavering commitment to sustainability, positions us well for international expansion. We plan to tap into FGV's established reputation and forge strategic partnerships with local distributors to export our products across the MENA region."

He added that FGV aligns its business practices with globally recognised initiatives, such as the United Nations Sustainable Development Goals (SDGs). 

"In FGV, we believe that sustainability comes first, profit and growth will follow," he said. 

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