Malaysia: Mondelez invests $4.7 million to produce BelVita range

The Malaysian unit of international confectionery and snacks giant Mondelez plans to invest $21 million MYR ($4.7 million) to add a production line for BelVita breakfast biscuits, according to a report in Marketing Interactive.

The new line is set to be added at the firm’s 24,330 square metre site in Tampoi, Johor Bahru, Malaysia, “[in] response to the growing consumer preference towards healthy snacking and convenient breakfast options”.

Mondelez Malaysia managing director Swadheen Sharma described the move as “compelling”, saying: “It is in line with the strategic importance of the market, not only as a key driver for our industry leadership in food and beverage, but also a contributor to our worldwide supply chain”.

“We make it a top priority to keep up with our consumers and innovate alongside their evolving snacking behaviour. More than just providing them with delicious moments of joy, breaking into the market with belVita as the first nutritious breakfast biscuit is a big step forward in our long-term journey towards extending healthier options to our consumers”, he added.

The expansion is also expected to support the supply of the BelVita range not only in Malaysia but also across southern Asia markets such as Indonesia, Singapore and Hong Kong.

Source: Marketing Interactive