Growthwell Foods partners with Country Farms Group to launch plant-based HAPPIEE! in Malaysia

Growthwell Foods and the Country Farms Group, a wholly-owned entity of Berjaya Corporation, have announced a distribution partnership. The partnership will grant Country Farms Group’s CountryFarms Organics exclusive rights to Growthwell Foods’ HAPPIEE! plant-based product portfolio, driving the launch of the brand across retailers and foodservice channels across Malaysia.

HAPPIEE! plant-based food products will be available at selected AEON supermarket outlets in West Malaysia by the end of Jun 2022. The brand will also partner with iconic restaurants and eateries within the region to roll out special dishes made from HAPPIEE! plant-based food products later this year. Through the strategic partnership with Country Farms Group, Growthwell Foods aims to introduce the HAPPIEE! plant-based food to more restaurants and eateries across Malaysia by the end of 2022.

“Country Farms Group is thrilled to partner with Growthwell Foods in launching its HAPPIEE! Plant-based food products in Malaysia. With more Malaysians choosing to adopt veganism, vegetarianism, or flexitarian diets due to a growing desire to improve their health and wellbeing, demand for plant-based alternatives in food and beverage continues to rise. HAPPIEE! plant-based food is well-positioned to meet the needs of consumers, demonstrating that highly nutritious plant-based food can be readily available and enjoyed from the comfort of their own homes,” said Louis Kho, group managing director and CEO of the Country Farms Group.

“Malaysians are becoming more interested in exploring plant-based alternatives due to health and/or environmental reasons. This is a tremendous opportunity for Growthwell Foods to make plant-based nutrition more accessible to support the pursuit of a more sustainable lifestyle.” said Manuel Bossi, group CEO of Growthwell Foods. “Country Farms Group’s impressive distribution network and experience in plant-based and organic products, made them the ideal partner for Growthwell Foods to enter the Malaysian market. We are excited to start seeing our products on Malaysian shelves and accelerating the transition to a plant-based future,” he added.

Delivering accessible plant-based options in Malaysia

Created by Growthwell Foods Innovation and R&D manufacturing centre, HAPPIEE! plant-based food is dedicated to enabling consumers to easily adopt plant-based options by providing sustainable and nutritious plant-based alternatives to seafood and chicken, without compromising on taste.

The brand features a seafood line made from Konjac; an ingredient naturally free from cholesterol, high in fibre, and low in calories that will also lower blood sugar levels and reduce cholesterol levels, and a range of soy-based chicken that emulates the taste and texture typical of chicken meat.

The following HAPPIE! plant-based food products will be made available in selected AEON supermarkets by the end of June 2022:

  • HAPPIEE! Fishiee Sticks
  • HAPPIEE! Fishiee Patties
  • HAPPIEE! Chickiee Popcorn
  • HAPPIEE! Chickiee Nuggets

HAPPIEE! plant-based food is catered for both consumers and chefs, and will also be made available for food services distribution in Malaysia from 2022 Q3 onwards.