As of 2024, Maggi was the most chosen food brand among consumers in Malaysia. The brand had million consumer reach points (CRP) in that year, ahead of other food brands. The second leading food brand among Malaysian consumers was Adabi, a leading brand of sauces and canned food products, with million CRP.
The first instant noodle brand in Malaysia
Maggi is famous for its instant noodles in Malaysia. For many Malaysians, Maggi Mee has become a convenient comfort food that can be cooked in less than five minutes. It is not a surprise since Maggi was the first instant noodle brand in Malaysia and has been around since the 1970s. The brand itself originated in Switzerland and is owned by the largest food processing company in the world, Nestle. Under the global corporation, Nestle also has a Malaysian subsidiary, Nestle Malaysia Berhad. The Malaysian subsidiary generated a revenue of around six billion Malaysian ringgit in 2024 and is responsible for marketing other well-known brands in Malaysia, including Milo and Nescafe.
Leading Malaysian-born brands
Unlike Maggi, Prai was invented in Malaysia. The premium sugar brand was first marketed in 1962 as the flagship product of MSM Holdings Berhad and has since become the leading brand in the country’s food industry. Malaysia itself produced nearly million metric tons of refined sugar in 2024. With the gross domestic product (GDP) from the food processing industry reaching nearly billion Malaysian ringgit in 2024, Malaysian brands, including Munchy’s and Adabi, can compete with international food brands.