Gardenia

MARKET

The third millennium has introduced to us life at a speed of change and this has fuelled an ever-spiralling need for food designed to meet the demands for freshness, convenience, variety and uncompromising taste. Malaysians are no exception on this score. In Malaysia, Gardenia, has successfully found the right recipe to establish itself as a leader in its class. Dominating the market with its variants of specialty breads, buns and rolls and while redefining a “new normal” for baked goods, Gardenia has become Malaysia’s preferred brand for bread. With an enviable

70% share of the bread market, its consumers span the entire spectrum of socio-

economic groups. Market research indicates Malaysians’ preference for soft American-style bread which Gardenia bakes to perfection.

ACHIEVEMENTS

Gardenia’s success began rather humbly. Gardenia Bakeries Malaysia rolled out the first loaf from

its production lines in 1986. In a span of four years, it became the leading bread supplier with a 99%

brand and 80% top-of-

mind recall. Malaysia’s increasing demand for fresh and nutritious bread convinced Gardenia to invest in its own fully automated factory in

1991, constructed with a 6,000 loaves an hour capacity. In 1994, an additional state-of-the- art plant, capable of producing 10,000 loaves an hour, commenced operations to meet the rising demand for bread. Today, Gardenia’s five factories, each with six fully automated bread lines, produce more than 900,000 fresh loaves a day, making it the largest bread producer in Southeast Asia.

Attestations of Gardenia’s unrelenting efforts in maintaining the integrity of its products are found in its ISO 22000:2005 certification, Hazard Analysis Critical Control Point (HACCP) certification, Highly Commended Product Award by Malaysian Institute of Food Technologies (MIFT), and a National Creativity and Innovation Award. Gardenia’s accomplishments have sent...