A BISCUIT manufacturer has formalised a strategic distribution partnership to strengthen its presence in Sabah.
The collaboration between Hwa Tai Industries Bhd, through its wholly-owned subsidiary Hwa Tai Wholesale Sdn Bhd, and Yee Lee Trading Co Sdn Bhd, a subsidiary of Yee Lee Corporation Bhd, covers the distribution and market development of Hwa Tai and Pesta brand products.
Under the agreement, Yee Lee will leverage its well-established distribution network, local market expertise and strong trade relationships to expand product availability and market footprint across Sabah.
The signing ceremony was attended by the representatives and leadership of several key supermarket and retail chains, including 99 Speedmart, Bataras, CKS, Emart, GMart and Food Town.
Their presence underscored the importance of retail partnerships and industry collaboration in supporting the development of the biscuit brands in Sabah.
In a media statement, Hwa Tai Industries Bhd chief operating officer Teo Giap Cheng said, “By combining Yee Lee’s distribution capabilities with Hwa Tai’s manufacturing expertise, established brands and diverse product portfolio, we are confident this collaboration will create a stronger platform for our business expansion in Sabah.
“As a Malaysian biscuit manufacturer with more than 64 years of heritage, Malaysia remains our home and the foundation of our business.
“While we continue to explore international growth opportunities, strengthening our domestic market presence remains equally important to our long-term strategy.
“Sabah, as a key market in the Bornean states, offers considerable potential for further business development.
“Through this partnership, we aim to make our Hwa Tai and Pesta products more accessible to consumers across Sabah, while working closely with our retail partners to develop stronger market coverage, improve product availability and create sustainable business growth.
“We also appreciate the presence and support of the supermarket and retail chain representatives at today’s event.”
Teo added: “Their participation reflects the importance of close cooperation between manufacturers, distributors and retailers in bringing quality products to consumers.”
Established in 1962, Hwa Tai owns several recognised Malaysian biscuit brands such as Luxury.
Over the years, the company has continued to invest in its brand portfolio, product development and manufacturing capabilities, serving both domestic and international markets while adapting to evolving consumer preferences.
The strategic partnership with Yee Lee represents a further step in Hwa Tai’s domestic market expansion strategy.
