By Sharen Kaur
sharen@mediaprima.com.my
Published in NST on June 26, 2013
DFI is targeting to sell 1,000 packs of rice meals a day at local hypermarkets and supermarkets and will retail them at between RM9.90 and RM11.90 each.
"This will give us around RM5 million in sales for the first year. We expect the figures to double once we start to export the meals next year," Ibrahim told Business Times at the product launching ceremony yesterday.
DFI will be the first Malaysian company to export nasi lemak.
"We have a range of food products. But customers are looking for convenience when they go overseas. They want pre-cooked meals that are lightweight and easy to prepare. "There are many Malaysians living in countries where we have a presence in and they, too, will be looking forward to the new products, especially the nasi lemak and chicken fried rice," said Ibrahim.
DFI's products are available in Europe, the United States, Canada, Australia, New Zealand, Japan, Brunei, Singapore, Vietnam, Cambodia and Bangladesh.
New markets include the Middle East, China, Taiwan, Hong Kong, South Korea, Indonesia, the Philippines and South America.
The products are regarded as premium and unique within the food industry because they are natural and do not contain artificial flavours, colours or preservatives.
sharen@mediaprima.com.my
Published in NST on June 26, 2013
DEWINA Food Industries Sdn Bhd (DFI), an affiliate of Brahim's Holdings Bhd, plans to double its sales to RM40 million next year, led by three new products, including nasi lemak.
DFI, founded by Datuk Ibrahim Ahmad Badawi, currently records annual sales of RM20 million, which comprise ready-to-eat meals and ready-to-use sauces marketed under the Brahim's brand in more than 20 countries.
The new products are ready-to-eat rice meals such as nasi lemak, mushroom-and-cheese rice and chicken fried rice.
The rice meals, manufactured in DFI's plant in Bangi, Selangor, are the result of two years' research and development, said Ibrahim.
"This will give us around RM5 million in sales for the first year. We expect the figures to double once we start to export the meals next year," Ibrahim told Business Times at the product launching ceremony yesterday.
DFI will be the first Malaysian company to export nasi lemak.
"We have a range of food products. But customers are looking for convenience when they go overseas. They want pre-cooked meals that are lightweight and easy to prepare. "There are many Malaysians living in countries where we have a presence in and they, too, will be looking forward to the new products, especially the nasi lemak and chicken fried rice," said Ibrahim.
DFI's products are available in Europe, the United States, Canada, Australia, New Zealand, Japan, Brunei, Singapore, Vietnam, Cambodia and Bangladesh.
New markets include the Middle East, China, Taiwan, Hong Kong, South Korea, Indonesia, the Philippines and South America.
The products are regarded as premium and unique within the food industry because they are natural and do not contain artificial flavours, colours or preservatives.
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