Kino Biotech, the company behind the brand, is working with DKSH Business Unit Consumer Goods in its latest retail endeavour.
The partnership will focus on introducing Kinohimitsu’s products across Peninsular and East Malaysia’s modern trade channels, including hypermarkets, supermarkets, convenience stores, and mini market chains.
The goal is to make the products more accessible to consumers beyond pharmacy chains and e-commerce, Jennifer Chin, chief operating officer of Kino Biotech told NutraIngredients-Asia.
“The goal that we want to achieve through this partnership is to make our products more easily accessible to the consumers by going into channels where we are not yet present in,” said Chin.
DKSH has 40,000 distribution outlets across Malaysia. For this partnership, there are approximately 1,100 outlets or store locations that are distributing Kino Biotech’s products. These include AEON, Jaya Grocer, Lotus’s, Mydin, and Giant & Village Grocer.
About 20 product SKUs are expected to be launched into the modern trade channels.
However, a main focus would be on Kinohimitsu WellSure - a plant-based complete nutrition powder drink which Chin said was a good fit for the supermarket channels.
Formulated with protein, HMB or beta-hydroxy-beta-methylbutyrate, pre-, probiotics, and vitamins and minerals, the product is designed for supporting muscle mass, gut, and immune health.
The target audience include adults aged 40 and above experiencing loss of muscle mass and individuals suffering from poor digestion.
It could also be used as a meal replacement, and has been receiving interest from hospitals and from gym goers as a form of protein supplement.
The combination of plant-based proteins used include soy protein isolate, pea protein isolate, quinoa protein, and rice protein.
Although the product was launched about three years ago in pharmacies, the company believes there are untapped opportunities in the supermarket channels, and the product is a good fit for driving the brand’s foray into supermarkets.
“We have been selling in e-commerce and pharmacies all the while, for example Guardian and Watsons, but we are not present in general trade and local supermarkets, neither do we have a strong presence in East Malaysia.
“We believe this product is very suitable for the mass market and has the potential to help us go deeper into the untapped mass market channels,” she said.
Other products expected to be introduced into the modern trade channels include Kinohimitsu’s edible bird’s nest drinks and its superfood multigrain beverage series.
Prior to the partnership, Kinohimitsu products are sold in selected AEON stores at a small scale.
The Singapore-headquartered brand is into its 27th year this year. It expanded into the Malaysian market in 2006 and is also present in countries like China, Vietnam, Thailand, and Indonesia.
Emerging health trends in Malaysia
In Malaysia, the top selling health and nutrition products include vitamins, adult nutrition powder, and traditional products and edible bird’s nest, according to Daniel Schwalb, vice president, fast moving consumer goods at DKSH Malaysia.
Gut health and beauty-from-within are some of the key health concerns seen among consumers.
“What we see is that health becomes more over-the-counter and this is exactly why consumers are looking into pharmacies for solutions where they can proactively work on their health and longevity.
“There is also a lot of focus on gut health, and crossing into beauty, so cosmeceuticals where people take some ingredients, digest them and have an effect on their skin and hair.
“Consumers are looking for more and more products that are over-the-counter, proven healthy, halal, locally-made, so we find a specific Malaysia-based needs and demand,” he said.
A rising obesity problem also means that there is room for unique solutions from brand owners to help consumers control their calorie intake, he said.
