SEPANG: In an increasingly competitive sports nutrition and healthy lifestyle industry, the success of ONTHEGO F&B Industry proves that a combination of clear vision, effective strategy, and the courage to innovate can lead to extraordinary achievements.
Founded by two young entrepreneurs, the local company successfully recorded eight-figure sales revenue in less than a year of full operations, positioning ONTHEGO as one of the emerging Bumiputera brands making a name for itself in Malaysia’s health and fitness industry.
With sales increasing, the brand is also setting its sights on expanding into the global market, beginning with the South-East Asia region.
Founder and Managing Director Muhammad Emuff Dhiya Ishak, 35, said the company was established to provide Malaysians with healthier, higher-quality, and more affordable alternatives in the health product market.
The product focuses on producing zero-calorie seasonings as well as a range of premium sports nutrition products, including whey protein, creatine, and fitness supplements tailored to the needs of modern consumers.
“In 2024, we introduced a variety of food seasonings, including Black Pepper, Spicy Soy Sauce, Special Rendang, Grilled Marinade, Special Satay, and Tandoori flavours.
“The response was extremely encouraging because these products contain no artificial flavourings or colourings and are free from excessive salt,” he said during a press conference at the company's headquarters.
He added that the company’s remarkable growth within a short period was driven by its commitment to product quality, customer trust, and a business strategy focused on holistic brand development.
All the products undergo third-party laboratory testing, including assessments by SGS, to ensure transparency, safety, and the highest quality standards for consumers.
According to Co-Founder and Chief Executive Officer, Abdul Arieff Abas, 33, one of the key factors that differentiates ONTHEGO from many other brands in the market is its ownership and operation of its own manufacturing facility in Selangor. This facility enables the company to carry out the entire production process domestically, without relying on imported finished products.
“Following the success of our seasoning products, we expanded our portfolio by introducing protein powder in various flavours, including Chocolate Indulgence, Coffee Hazelnut Royale, Salted Caramel, and Musang King Durian.
“These products have gained strong demand among active individuals and athletes. More importantly, they are suitable for anyone seeking nutritional supplementation to meet their daily dietary requirements,” he said.
He further explained that the protein powder products contain no refined sugar or artificial sweeteners, relying instead on stevia as a safer alternative sweetener.
“Our products have received approval from the Ministry of Health Malaysia (MOH), and we are currently in the process of obtaining JAKIM Halal certification, which is expected to be awarded this August,” he added.
In addition to producing high-quality products, the brand has actively strengthened its brand presence through engagement with Malaysia’s sports and fitness communities. The company consistently supports sporting events, sponsors bodybuilding athletes, and maintains close relationships with health-conscious communities.
Through social media platforms and interactive live-streaming sessions, the product has been able to engage directly with consumers while sharing valuable knowledge on nutrition, fitness, and healthy living.
With a stronger business foundation, comprehensive production capabilities, and growing community support, the brand is now well-positioned to expand its product portfolio and explore new market opportunities in the future.
The company’s rapid success serves as proof that local brands have tremendous potential to compete at higher levels when supported by innovation, transparency, and an unwavering commitment to quality.
