Malaysia Country Report

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Discovery Reports

Dong Sin Food's air-dried noodles offer healthy alternative

PUBLISHED : Tuesday, 08 December, 2015, 11:35am
UPDATED : Wednesday, 23 March, 2016, 5:09pm

Traditionally prepared through high-temperature deep-frying in tubs of oil, instant noodles have struggled to gain wide acceptance among increasingly health-conscious consumers. Seeing this as an opportunity to market a healthier alternative, Dong Sin Food has branched into manufacturing noodles that are air-dried.

"Our noodles contain less fat and are therefore healthier," says James Ha, executive director. "They're 100 per cent cholesterol-free based on lab tests, which also confirm that our noodles are the healthier kind."

Dong Sin Food produces its noodles at specialised and customised manufacturing plants in Kota Kinabalu and Tawau. Made from imported Australian wheat, its products are known for their superior flavour, tender texture and elasticity.

An established brand in Malaysia, Dong Sin Food produces a range of products, such as Mi Kering, Cap Dong and Perisa Ayam, available in just about every supermarket in the country. Outside Malaysia, the Dong Sin brand can be found in Bandung, Indonesia, and the southern Philippines.

As noodle demand in Southeast Asia is expected to jump 40 per cent to 13.2 million metric tonnes by 2020, Dong Sin Food sees an excellent opportunity to further expand its private-label business and distribute its healthy noodles to more countries. The company has been producing noodles for other brands under private labelling arrangements to market its products in other parts of Asia, including China.

Using advanced technology and innovative manufacturing processes, Dong Sin Food expects a spike in production and may open a new manufacturing plant as it increases its focus on exports. The company hopes to take its air-dried noodles to bigger markets, not just in Asia, but also in the Middle East through Dubai, where it is looking to partner with reputable distributors.

"We see ourselves building more business partnerships and investments, and going more into exports," Ha says. "My vision is to increase our exports from 20 to 50 per cent within the next five years."

Dong Sin Food