Miaow Miaow: A Global Heart Miaowting Taste – Miaow Miaow Food Products Sdn Bhd
Most of us equate snacks with comfort. Ever craved for puffy green pea snacks or cuttlefish-flavoured crackers with the brand “Miaow Miaow” and a cute logo complete with cats on its packaging? The Miaow Miaow Group’s popular classic puffed snacks series comprises of Prawn Crackers, Green Pea Snacks, Cuttlefish Crackers and Cheese Rings are firm local favourites and bound to elicit a smile and fond childhood memories.
The name “Miaow Miaow” is adorable, memorable and meaningful. ‘Miaow Miaow’ is not only synonymous with the meaning ‘Wonderful’ in Mandarin, it also means “excellent” in Chinese. Excellence is the perfect embodiment of what this homegrown family business strives to achieve. Over the years, the Miaow Miaow Food Products Sdn Bhd has not only managed to prove its mettle by becoming one of the leading snack food manufacturers in Malaysia, their snacks have also reached the hearts of people in more than 40 countries around the world. Their steady rise to global recognition is clearly evident as currently, more than 60% of the company’s revenue stems from their exports to countries in the Middle East, Asia Pacific and Southeast Asia.
Growing through grit and ambition
Miaow Miaow’s success story began in the small town of Batu Pahat, Johor. Brothers and founders of the Miaow Miaow Group of companies, Chuang Poh Lim and Chink Poh Cheng, started a small trading distribution business in 1975 with a secondhand van to trade household products that they could get their hands on. In 1980, the brothers started to produce a variety of snacks and biscuits and in 1989, the company, Miaow Miaow, was incorporated to focus on manufacturing snacks. Poh Cheng has always exemplified the value of working hard. Living with in an impoverished but close family comprising of his parents, six brothers, two sisters and a grandmother, he realised from a young age that he wanted to lighten the financial burden of the family. Poh Cheng recalls that his father, a man of integrity, did not have much success as a businessman. To help support the family, Poh Cheng’s grandmother, set up a small stall in front of their house in Batu Pahat selling sundry goods.
As a young man, Poh Cheng wore many hats. He made and sold traditional cakes in front of their house and at times, delivering these cakes personally. To earn 50 cents, he would help his eldest sister deliver and collect the clothes that she would wash for families for RM5 a month. Knowing that he could not afford to go to university, he continued to diligently make bread at home and deliver newspapers. He even dabbled in vegetable farming, which unfortunately, did not take off. Eventually, his tenacity and abilities which he credits his secondary school experience earned him a clerical position in a broker firm. Poh Cheng admitted that when he first started his own business, he was inexperienced in company management. However, the knowledge gained from the work experience of his eldest brother, Poh Lim, then the factory manager of Lee Rubber, established the roots for a strong foundation. Without the technical knowledge and resources to set up their own manufacturing facility, the brothers initially relied on other factories to manufacture their snacks. In the mid-1980s, Poh Cheng’s younger brother, Mr. Ch’ng Poh Tee joined the family business and helmed the company into producing their own snacks. In 1989, the family was ready to venture on their brand and Miaow Miaow Food Products Sdn Bhd was established. Their first snack production facility spanned over an acre of land in Jalan Kluang, Batu Pahat.
Expanding across borders
When the Asean financial crisis hit Malaysia in 1997, the family’s prudent financial management style paid off as the company held its ground and weathered the storm. Miaow Miaow continued to grow and had managed to hit several big milestones over the next five years. For instance, the company’s management had the foresight to venture into international exports and found great success exporting to the Middle East in 1999. Reaping the rewards of their successful venture, the company upgraded to a 99,910 sq. feet production facility in 2001. This improved their operating systems and advanced their snack manufacturing process.
In 2002, Miaow Miaow Food Products Sdn Bhd was accredited with ISO 9001:2000 and HACCP certification for their business operating system, food safety and their quality management system. Their hard work also earned them local recognition and the company clinched several key Malaysian awards including Top 100 SME, National Mark of Malaysian Brand and the prestigious E50 Awards between 2009 to 2013. Riding this high and observing the growing demands of the export market, the company constructed a new factory plant of 42,000 sq feet in 2015 to facilitate expansion and growth for our pellet based snacks.
Growing and succeeding
Despite steady growth for over 40 years in Malaysia, the Miaow Miaow Group does not believe in resting in their laurels. Miaow Miaow Group line of products is continuously evolving as the company constantly innovates to meet market demands. Aside from existing Miaow Miaow’s snacks including healthier roasted snacks, puffed snacks, extruded snacks, deep fried pillow snacks and potato chips. Over the years, this family business had also progressively diversified into complimentary food businesses such as food repackaging namely for preserved fruits, nut and candies under Desa Southern Food Products S/B, manufacturing of both baked and frozen curry puffs, pastries, cakes and pies under Sydney Cake House S/B, online health food stores Ogenki as well as its food trading & distribution business under Desa Southern Agency Sdn Bhd which has been operating since 1975. Even with the ever-changing landscape and growing competition, the company has their eyes firmly on the goal of being internationally recognised. So armed with a refreshed brand image of “Heart Miaowting Taste” in 2019, the company is determined to further extend its export presence in ASEAN, as a Made in Malaysia brand and poised to position ourselves as a leading family snacks food company from Malaysia. In a true cat-like fashion, “Miaow Miaow” sure is the Cat that got the Cream.
