BANGI: Brahim’s Holdings Bhd’s privately-held company, Dewina Holdings Sdn Bhd, expects to triple production capacity next year to support its expansion into meals-ready-to-eat (MRE) lifestyle segment.
Dewina Managing Director, Nur Fatin Ibrahim said the capacity growth at the company’s existing plant in Bangi, Selangor, to three million MRE packaged foods per month from one million currently would be contributed mostly by its new investment in machinery.
“The machines are in final tweaking mode at our factory, hopefully, in a year’s time we will hit three million production capacity.
“This in line with the expansion of Brahim’s existing range of MRE segment into active lifestyle products... our products for the future. People are very busy nowadays and want quick solution, with both parents working,” she told Bernama.
She said this after launching Brahim’s new meal pack for active lifestyle and Brahim’s shoppe outlet, here today.
The adventure meal pack, suitable for active lifestyles from mountain climbing, camping to travelling, comes in three sets – one meal set, chicken set and beef set.
The one meal set is priced at RM14.00, chicken set at RM30.00 and beef set at RM33.00.
Each meal pack is easily heated using boiling water, microwave, or heating pack, which is also sold by the group.
This adventure meal pack can be purchased at Brahim’s Shoppe at Brahim’s factory in Bangi as well as a new distribution channel via designated partners’ outlets which include secondary school coperatives, companies handling outdoor activities and travel agents.
Dewina Trading Sdn Bhd Sales and Marketing Manager, Mohamad Fazil Othman, said the new distribution channels, which currently stands at 50, was expected to grow to 150 outlets in a year’s time.
“From this new distribution channel, we will next move on to mainstream to include hypermarkets in Malaysia, followed by export.
“Sales growth for Brahim’s MRE products is expected to be maintained at 30 per cent year-on-year,” he said.
Mohamad Fazil added among the meals contained in the adventure packs are kampung-style fried rice, chicken biryani rice, chicken rendang, and beef and chicken curry sauce that are available in Brahim’s commercial pack sold in all hypermarkets in Malaysia such as Tesco, Giant, Aeon Big, Cold Storage and Econsave.
Brahim’s Dewina Group, which is now a leader in halal, industrial catering and long-life pouch food products since its establishment in 1986 by Datuk Seri lbrahim Ahmad Badawi, has to-date expanded to 25 countries including Japan, Jordan, Australia, Europe and the United States.
Brahim’s has 41 stock keeping units or product items, the biggest in Malaysia for retort packaged food with seven MRE beef and chicken dishes, nine MRE rice from fried rice to biryani, and 25 cooking and simmer sauces.
Dewina also operates a catering company in a joint-venture with the Armed Forces Cooperative. – Bernama