KUALA LUMPUR (Nov 17): Mondelez Malaysia, part of the global snacking group Mondelez International, has expanded the production of its belVita breakfast biscuits at its manufacturing plant in Johor following a US$5.2 million (RM21 million) investment to fuel its supply of the biscuits throughout Malaysia and other Southeast Asian markets.

The plant is located at Tampoi, Johor Bahru. The announcement came on the heels of the successful introduction of the product in over 50 countries, which charted about 20% sales growth annually over the past couple of years, said Mondelez in a statement today.

The introduction of belVita is Mondelez’s concerted response to growing consumer preference for healthy snacking and convenient breakfast options.

Mondelez Malaysia managing director Swadheen Sharma said making Malaysia as the home of belVita is a compelling move for Mondelez.

“It is in line with the strategic importance of the market not only as a key driver for our industry leadership in food and beverage but also a contributor to our worldwide supply chain.

“Our plant in Johor Bahru has the right capability to bring the highest standard in quality, safety, taste and halal-compliance as required for belVita biscuits. We are leveraging the plant’s state-of-the-art facilities, expertise and good manufacturing processes built upon a 57-year long heritage in creating some of Malaysians’ top favourite biscuits,” he said in the same statement.

In addition, the belVita production which makes up 14% of the plant’s current capacity, came at the back of a successful Southeast Asian launch of the brand in August 2016.

“As a category leader in biscuits, we at Mondelez make it a top priority to keep up with our consumers and innovate alongside their evolving snacking behaviour. More than just providing them with delicious moments of joy, breaking into the market with belVita as the first nutritious breakfast biscuit is a big step forward in our long-term journey towards extending healthier options to our consumers,” added Swadheen.

It added that having belVita ‘Made in Malaysia’ is more than just a vanity tag, but a "significant part of the company's global growth and ambition".

The 24,330 sq m plant in Johor Bahru, established in 1959, has an annual production capacity of over 32,000 tonnes of biscuits, with a staff strength of close to 500 people.

Beyond domestic consumption, its products are also exported to Indonesia, Singapore and Hong Kong in Asia Pacific, as well as Lebanon.