Jasmine unveils hearty instant noodles, ready-to-cook briyani


JASMINE Food Corp Sdn Bhd joins the “instant” bandwagon by launching two brand new products, namely Jasmine XXL Instant Bihun and Jasmine PusaCream EZ Briyani meals. 

During his speech, Jasmine CEO Lim Swee Keat said the company’s main priority is to cater to the ever-changing consumer needs. 

“Jasmine rice has been a staple in Malaysian households for over 60 years and as the consumer preferences evolve, we would like to continue serving them with products that fit their busy lifestyles,” he said at the launch ceremony on Dec 15. 

Padiberas Nasional Bhd (Bernas) head of brand management and new product development Farhan Hafets said these new products are already in major supermarkets such as Lotus’s and Jaya Grocer and have been supplied to 14,000 outlets across Peninsular Malaysia. 

“Both products are now available in most leading retailers in West Malaysia and online via Jasmine’s official e-store on Shopee and Lazada,” he said during the press conference. 

Jasmine XXL Instant Bihun comes in two flavours — chicken soup and Penang white curry — while Jasmine PusaCream EZ Briyani meals — an extension of its PusaCream Parboiled Basmathi rice — is a ready-to-cook product which can be prepared within 30 minutes. 

Lim said the company decided to make the instant noodles in a bigger portion compared to its other brands because “one pack is enough to satisfy your hunger”. 

The PusaCream EZ Bryiani also comes with 400g of PusaCream Basmathi Rice, briyani paste and a choice of either “ayam masak merah” or chicken curry pastes, and its portion is enough for four to five people. 

During the event, the company also revealed its upcoming Chinese New Year campaign, the “Priceless Memories Snap and Win” contest with prizes worth RM38,888. 

Jasmine also held a demonstration, hosted by its brand ambassador and popular actor, Datuk Jalaluddin Hassan, for the new products.

  • This article first appeared in The Malaysian Reserve weekly print edition