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Hup Seng To Churn Out New Products With New Flavours And Packaging

Hup Seng Perusahaan Makanan (M) Sdn. Bhd., is Malaysia 's popular biscuit  manufacturer with brands like  sultana , hupseng crackers ,chippy chips , chips choc , chocolate fudge   ,  marie and cream \established in 1958 it is now a  popular  biscuit brand of Malaysia and exporting  its product to many countries .

hup seng biscuits  , hup seng biscuit , hup seng , hup seng cookiesBATU PAHAT: Biscuit maker Hup Seng Industries Bhd will churn out new products aimed at teenagers, young adults and professionals within the next couple of years.


Chairman Keh (Kerk) Chu Koh said the company had identified the three target groups as offering good market prospects although women were the ones who normally bought biscuits for their households.

“We are in the midst of product development and conducting tests, and hope to come out with three new products this year,'' Keh told StarBiz after the company AGM yesterday.

Keh said biscuits were no longer considered poor men's food and consumers now wanted something different from the plain-looking and ordinary tasting biscuits they had been used to for many years.

He said new products would include flavoured biscuits with chocolate chips, different types of nuts, dried fruits or even vegetables.

Keh said apart from flavours and shapes, packaging was another aspect that Hup Seng would look into as consumers preferred their biscuits in attractive but practical packages.

“Most of these people are busy and always on the go so they would rather have their biscuits in small packets than having to store them in a big container,” he said.

Handy-sized packaging would allow them to keep the biscuits in their cars, handbags, briefcases and office desks for easy reach any time of the day, he added.





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http://biz.thestar.com.my/news/story.asp?file=/2010/5/19/business/6288244&sec=business

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