SAJI : The Peoples Choice


Awarded “Top Outstanding Brand”

Daniel Lee, Business Development Director, Worldpanel Division Kantar Malaysia Sdn Bhd, Howard Chang, Managing Director, Malaysia & Thailand Worldpanel Division Kantar Malaysia Sdn Bhd, Dato’ Nazrul Mansor, Group CEO, FGV Holdings Berhad, Zulkifli Othman, Head of Downstream, FGV Holdings Berhad and Shammim Azad Kamruzaman, Chief Executive Officer, Delima Oil Products Sdn Bhd.

The room was filled with cheerful smiles and excited chatter from the attendees. Everyone was gathered at Deep Blue Rooftop Bar at The Face Suites on 26 July 2023 to celebrate SAJI, the homegrown Malaysian food brand by FGV Holdings Berhad (FGV) for their achievement as the “Top Outstanding Brand with the Most Incremental Shoppers in 2022” awarded by KANTAR, the world’s leading consumer data, insights, and consulting company.

“Receiving this prestigious award and witnessing SAJI’s endless evolution are clear reflections of our Group’s determination and continuous commitment to placing SAJI, as a leading Malaysian food company. With our vision to keep on producing and delivering our foods and agriproduct to the world, we would like to extend our sincerest appreciation to all our consumers for making SAJI their brand of choice, driving us further with undying support. We are confident to keep on moving forward and continuously making positive impacts in the food industry,” said Shammim Azad Kamruzaman, Chief Executive Officer of Delima Oil Products Sdn Bhd, a subsidiary of FGV, during his opening remarks.

SAJI’s growing brand presence

Creating a brand is easy but maintaining a brand presence for years as well as becoming people’s choice is not a piece of cake. The award was to acknowledge SAJI’s notable achievement as the brand with the highest number of increasing shoppers within total FMCG and rapidly growing by 5.4 percentage points penetration in the year 2022. SAJI has always been an active market player in the food manufacturing and agribusiness industry and they are always on a roll in producing a variety of food products from different categories ranging from cooking oils, creamers, instant noodles, cooking sauces, and coconut milk, contributing to its growing acceptance and nationwide success.

This achievement is just the beginning for FGV. They are currently planning various ways to grow bigger and provide better products to their consumers in the future. FGV aims to populate at least 50 percent of Malaysian household kitchens with their diversified range of food products by 2030.
Time to give back

With the love and loyalty of their customers in mind, they are planning to launch their ‘SAJI Terima Kasih Malaysia’ campaign in August 2023, as it fits perfectly with the Hari Merdeka season. Named ‘Terima Kasih’ which means ‘Thank You’ in Bahasa Malaysia, it is FGV’s way of showing their never-ending gratitude to their loyal buyers and all Malaysians. This initiative is to strengthen the emotional bond between their brand and customers, in hopes of creating lasting relationships, according to Shammim Azad Kamruzaman during his speech.

According to Dato’ Nazrul during the short press conference, the campaign will be jam-packed with a variety of promotional offers, including special promotions, discounts, giveaways, exclusive deals, engaging social media activities and also plenty of roadshows with exciting activities for everyone.

Dato’ Nazrul, Zulkifli Othman and Shammim Azad shared their joy while holding the plaque of recognition from KANTAR.

As Malaysia’s premier food and agribusiness company, FGV has made it its highest priority to fulfill the rising demand for quality, nourishing, and affordable products in the market through myriad of consumer goods brands such as SAJI, ADELA, SERI PELANGI, GULA PRAI, LADANG ’57 and BRIGHT COW. As one of the key food players in the industry, FGV wants to significantly contribute to Malaysia’s national food security goal by providing all Malaysians with wholesome food at reasonable costs.


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