Mamee banks on premium instant noodle range

MALACCA: Mamee-Double Decker (M) Sdn Bhd (Mamee), expects its premium instant noodle range, Mamee Chef, to account for half its total instant noodle portfolio revenue in two years.

General manager for group sales and marketing Pierre Pang said Mamee Chef’s contribution to the portfolio revenue was at 35% now.

In 2013, Mamee achieved revenue of RM100mil from its instant noodle portfolio, representing a 25% contribution to the group’s revenue.

On another matter, Pang said Mamee’s manufacturing facilities were running at almost 70% utilisation rate.

“We cap it at 70% because if it is any more than that it will be a signal for us to ramp up our machinery and faculties here,” he said.

Mamee has three manufacturing facilities in Malaysia, namely, Ayer Keroh, Subang, and Kuantan. It also has manufacturing facilities in Myanmar and Indonesia.

Its RM80mil state-of-the-art instant noodle production facility in Ayer Keroh, which was completed in 2012 and has the capability to absorb additional capacity.

“We have another floor above the current tier which will allow us to double the capacity when the opportunity arises,” said Pang.

Mamee is currently spending some RM50mil to automate several of its processes at the Ayer Keroh facility.

The exercise, which could take three to five months, included automation in the packing line, seasoning and cartoning department.

The company, which is best known for its Mamee Monster snack, invests about RM15mil each year in research and product development. To-date, the company has spent RM5mil in the development for the Mamee Chef range, said Pang.

Launched in December 2012, Mamee Chef is the portfolio leader for Mamee’s instant noodles with three flavours: Thai tom yam, curry laksa and spicy chicken shiitake.

Consumers can expect to taste a new Mamee Chef flavour by the third quarter this year, he added.

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