Shah alam: Iconic Malaysian flavours such as teh tarik, sirap bandung, and onde-onde have been translated into three new variations of NIMS Chocotub® - Taste of Malaysia, as an effort to showcase the diversity of local culinary heritage to consumers both domestically and internationally.
According to BERNAMA News Agency, NIMS Adelicious Sdn Bhd chief executive officer Tengku Norhanim Tengku Othman stated that the three variations, namely Teh Tarik Crunch, Sirap Bandung Laici Crunch, and Onde Onde Crunch, integrate flavour elements familiar to Malaysian society in the form of modern snacks. She emphasized that these products are not merely food innovations but an approach to introduce elements of Malaysian culture and nostalgia to the international market.
"Through NIMS Chocotub® - Taste of Malaysia, we aim to present the unique flavours of Malaysia to global consumers. Each flavour embodies the culture and nostalgia cherished by the people, while also highlighting the potential of local products to compete internationally. The Teh Tarik Crunch variant merges tea tarik-flavoured chocolate with crispy cereals for a rich taste, the Sirap Bandung Laici Crunch combines fragrant sirap bandung and lychee, and the Onde Onde Crunch includes pandan, coconut, and palm sugar," she explained.
Tengku Norhanim made these remarks at the launch event of NIMS Chocotub® - Taste of Malaysia, attended by Malaysia External Trade Development Corporation (MATRADE) deputy chief executive officer (Entrepreneur Development) Mansor Shah Wahid, at the Ideal Convention Centre (IDCC) today. She explained that selecting these three flavours reflects an effort to explore how traditional food and local tastes can be reimagined in a new form without losing elements integral to Malaysian identity.
"We aspire for this product to connect culture, nostalgia, and user experience, while strengthening local brands in the global market. We hope the world recognizes and appreciates the uniqueness of Malaysia through every product we create," she added.
Furthermore, Tengku Norhanim mentioned that the introduction of the new product aligns with the NIMS Buy and Win Campaign 2026, running from Aug 8 to Nov 8. This campaign offers a total prize value exceeding RM150,000, including a Proton e.MAS electric vehicle, to customers purchasing NIMS products through designated channels, subject to terms and conditions.
Meanwhile, Mansor Shah commented that agencies and ministries are prepared to support local entrepreneurs with international expansion potential, as success in foreign markets can positively impact the national economy by creating job opportunities. He noted, "NIMS debuted at the Malaysia International Halal Showcase (MIHAS) as early as 2023, just four years after its establishment. It is an outstanding achievement as Malaysian companies compete in innovation, quality, and determination, with positive global reception."
Following expansions to South Africa and Kenya last year, NIMS will participate in another MATRADE export acceleration programme to Cambodia, a rapidly growing market with a 46 per cent increase.