Biscuit brand aims to take the lead

For biscuit lovers all over the world: Wong (left) and Ang showing off some of the new products from the Julie’s-Hershey’s collaboration.

Malaysian biscuit brand Julie’s is looking to further expand its overseas market by exporting its Baked with Love biscuits to 100 countries, from the current 70, by 2020 and setting turnover at RM500mil.

Perfect Food Manufacturing Sdn Bhd director Martin Ang said the target ultimately was for Julie’s to be the world’s largest biscuits exporter.

“Julie’s contribution margin ratio of domestic to foreign is 55:45, and we are expecting our overseas revenue market to increase to 55% within two years.

“Thus, we have to be prepared and set a strong strategy expanding into foreign market, especially in Asean countries, besides acquiring new machineries to improve productivity and cultivating talents,” Ang said.

“Julie’s has always been very grateful for the assistance and support given by Matrade (Malaysian External Trade Development Corporation), especially during the 2008 melamine incident.

“Within five years, Julie’s has gained international recognition by exporting to more than 70 countries today from the original 35 countries, including the Asean, East Asia, Middle East and Asia-Pacific region.

“We are glad that we manage to exceed our company’s targeted growth rate in such a short period,” he added.

Ang said Julie’s active participation in international expos organised by Matrade had helped raised Julie’s exposure in the international market.

He cited some of the international awards Julie’s had picked up recently, including the World Quality Commitment Award 2014 in Paris and the Singapore Women’s Weekly Domestic Diva 2015 Awards.

Another feather in its cap was Julie’s being picked recently by famous American chocolate brand, Hershey’s, for an international collaboration.

Synergising Hershey’s famous chocolate and Julie’s biscuits, the two companies came out with a new series of biscuits in six flavours. These are sold in 10 Asian countries, including Taiwan and Mongolia.

Ang said Malaysian products were comparable to foreign brands and urged Malaysian companies to seek Matrade’s assistance in marketing their products to the rest of the world.

“We always emphasise Julie’s as a Malaysian brand during our participation in overseas trade exhibition, and we take pride in the fact that we always surprise biscuit lovers, especially in foreign countries, when they see us as a small country that is able to deliver top-notch products of international standards.

“Julie’s has cultivated the culture of ‘what we don’t eat, we don’t let others eat’ and ‘100% Baked With Love’ among the workers,” Ang said.

Matrade chief executive officer Datuk Dr Wong Lai Sum said he hoped Perfect Food would be an example to other Malaysian companies in diversifying and expanding their products abroad.

“Perfect Food has proven that a company’s hard work and the opportunities provided by our programmes can be useful in expanding a company’s international presence.”

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Business , Central Region , Julie's , export , Matrade


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