The company is also the current volume leader in the Malaysian market for total return in sugar sales
by HARIZAH KAMEL/ pic by TMR FILE
CENTRAL Sugars Refinery Sdn Bhd (CSR) that dominates 78% market share in the brown sugar segment in Malaysia expects higher growth in future via its new market expansion.
Its commercial director Ahmad Farid Kamarudin (picture) said its brown sugar product, Better Brown, has achieved 33% retail market share in Malaysia and has just begun export to Singapore, Canada and New Zealand.
“By 2021, we will bring Better Brown into a key big industry player, into cocoa products and even sweetened condensed milk.
“We have completed the renovation of our refinery in Padang Terap, Kedah, and will soon be able to deliver to the retail and industrial markets up to 7,000 metric tonnes a month for both Better Brown and Commercial Brown sugars,” he said at the launch of CSR’s Golden Syrup in Kuala Lumpur yesterday.
He added that in total return sugar sales, CSR is now the volume leader in the Malaysian market for the very first time, having outmanoeuvred its competitions.
“We need to keep this momentum going to 2021,” he stated.
Following the success of Better Brown, CSR launched its latest product — the Golden Syrup, an alternative to expensive maple syrup or artificial honey.
Ahmad Farid said they received overwhelming support from retailers and have been listed into 13 supermarket groups with more than 1,800 outlets nationwide.
Golden Syrup is already on the shelves at several hypermarkets and supermarkets namely Giant, Aeon, Jaya Grocer, Lulu, Econsave, Hero, NSK, TF Value, CS Brothers and Matahari, with recommended retail price of RM4.90 for 350g (household use) and RM145 for the 25kg pack (industry use).
CSR said it expects modern trade and food services to be the market channels for the product as its target users are households, bakers and chefs.
Commenting on the company’s growth amid Covid-19, COO Victor Ng Chin Wei said CSR was able to operate both its refineries in Shah Alam, Selangor, and Padang Terap during the Movement Control Order (MCO).
This was because the Domestic Trade and Consumer Affairs Ministry classified sugar as one of the 12 essential items.
“While the demand for sugar slowed down a bit from the industry, the retail went up. We were business as usual during the MCO,” he said.
Moving forward, the company in collaboration with its strategic partners will continue to innovate and provide consumers with more sugar options.
CSR is also the first in Asia to achieve VIVE claim level global standards as a sustainability sugar refinery while producing a variety of sugar in its journey to become a fast-moving consumer goods company.