Kee Hua Chee Live!: MUNCHY'S CELEBRATES 25 GLORIOUS YEARS AS MALAYSIA'S BEST, BIGGEST AND MOST SUCCESSFUL BISCUIT/COOKIE MANUFACTURER! AND THEY HAVE BIG PLANS TO EXPAND EVEN MORE! CONGRATULATIONS!

KEE@FSWMAG.COM

MUNCHY’S Celebrates 25 years of Fun!

MUNCHY’S launches its 25^th Anniversary Campaign on 14 April 2016 and at the same time unveils its four unique Funbots at Zebra Square, Kuala Lumpur.

THE TERRIFIC THREE TANS! THE TAN BROTHERS FOUNDED MUNCHY'S A QUARTER CENTURY AGO AND NOW WE ARE ALL MUNCHIANS!

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MUNCHY’S is set to surprise its consumers in its 25^th Anniversary Celebration. As a token of thanks to all Malaysians for their continuous support all these years, more than 2.5 million of MUNCHY’S 25^th anniversary fun packs are ready to kick start the fun.

Consumers will be delighted to discover additional two sachets in every MUNCHY’S, LEXUS and OAT KRUNCH packet. As for MUZIC, consumers will be dancing with 25 percent extra content.

With the campaign theme - “Share the Fun”, a series of activities have been lined up to celebrate this fun and yummylicious anniversary to its loyal consumers and fellow Malaysians.

Inspired by MUNCHY’S factory, four unique Funbots that signifies four different baking processes is created. DJ Mixer, with its mixer whisks, mixes MUNCHY’S magical ingredients into fragrantly yummy dough and passes it to Chop Chop, to mould the dough into fun looking shapes. Michael Oven then takes over to bake those shapes, turning them into MUNCHY’S fun and yummylicious biscuits.

The biscuits will not be complete without Beat Box who packs the biscuits into colourful packets and boxes. The four Funbots create a magical experience that lifts MUNCHY’S fun spirit up high. Without one another, the biscuits will not be successfully made. This is MUNCHY’S Unity Spirit. The Funbots only has one mission – sharing the fun with Malaysians everywhere!

THE SLOGAN SAYS 'BITE ME' SO I BIT HER BUT KENA SLAPPED AS APPARENTLY 'BITE ME' REFERS TO THE BISCUITS AND NOT THE WEARER! SO DON'T MAKE THE SAME FOOLISH MISTAKE LIKE ME AND ALSO I BIT INTO HER SHOULDER BLADES AND ALMOST BROKE MY TEETH!

SEE, THIS IS WHAT YOU ARE SUPPOSED TO BITE, NOT THE WEARER OF T-SHIRT!

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During MUNCHY’S 25^th Anniversary Campaign launching ceremony, MUNCHY’S CEO Mr. C.K. Tan said:

“MUNCHY’S Brothers started the company 25 years ago. Unity brought us to where we are today. We began our humble journey with a second hand wafer stick machine and today; we have three manufacturing plants in Batu Pahat Malaysia, China and Indonesia with exports to global markets.

In MUNCHY’S, every staff is like a family member. Together we create fun and yummylicious biscuits and wafers. The credit of our success today goes to our big happy family. Fun is the key ingredient that made MUNCHY’S persist 25 years! MUNCHY’S takes the initiative; turns innovation into opportunities for success. Now that we have created the fun, we would like to share the fun with our loyal customers.”

More than 200 retail outlets will be participating in this fun celebration with various activities to suit all ages. Consumers are invited to join MUNCHY’S in the fun which will include a chance to bake their own fun, yummylicious and unique biscuits. They will get to meet the Funbots too!

Not only that, consumers could also share the fun by spreading the enjoyment to their family and friends. One can share the fun simply by just telling MUNCHY’S why and who they want to share the fun with. If chosen, MUNCHY’S will send to the winners their crazy Funbots along with RM500 and ONE YEAR SUPPLY OF MUNCHY’S. Consumers could log on to http://www.munchys.com/munchys25th to discover more about the contest.

MUNCHY’S 25^th Anniversary campaign does not end there. In May 2016, MUNCHY’S will spread the fun to children in orphanages. MUNCHY’S is always passionate about children and children’s causes. By bringing the biscuits and Funbots to the children, MUNCHY’S aims to bring some magical moments and hope to them.

Besides savouring the fun and yummylicious biscuits, the children will also get to have fun playing with MUNCHY’S Funbots. Through this exercise, it will not only share the fun but at the same time extend love to these less fortunate children.

MUNCHY’S is ready to share the fun!

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About MUNCHY’S

MALAYSIA'S BESTEST BISCUITS ARE MUNCHY'S!

DELIGHTFULLY, DIVINELY DELICIOUS!

MUNCHY’S, since its birth in 1991, is Malaysia’s No.1 homegrown biscuit brand* with a state-of-the-art manufacturing facility in BatuPahat, Malaysia, China and Indonesia. MUNCHY’S brand name is present in all biscuit categories and has strong brand presence that caters for all consumer segments.

In line with its mission to fill all kinds of fun-eating snacks in every home, MUNCHY’S products are available in most retail outlets in Malaysia and can be found in more than 50 countries globally. Its main products include MUNCHY’S Cream Crackers, LEXUS Sandwich Biscuits, MUZIC Wafer, OAT KRUNCH and CAPTAIN MUNCH cookies.

With Facebook likes of more than 188,000, MUNCHY’S Facebook is interactive and full of surprises. Log on to MUNCHY’s Facebook http://www.facebook.com/munchys or MUNCHY’S website http://www.munchys.com for more information.

*Nielsen Retail Index Corporate Value Share, MAT November 2015

Achievements and Accolades

MUNCHY’S is reputed for its continuous innovation and product improvement in the industry. It has received numerous awards and certifications. It has been consistently been awarded Superbrands status since 2003.

Other certifications and awards include ISO 9001:2000, ISO 22000, HACCP certification, HR Excellence Award, Brand Equity Award, British Retail Consortium Standard, Japan Good Design Mark, Malaysia Good Design Awards, Microsoft Dynamics Hero Awards, Malaysian Institute of Food Technology Product Innovation Platinum Award, Taste of Malaysia Award from Tesco, London, four Brand- Laureate Awards, Putra Brand awards, the Star Outstanding Business Award and the Reader’s Digest Trusted Brand Award. MUNCHY’S was also entered in the Malaysia Book of Records in 2006 for being the ‘Largest Wafer Manufacturer’.

MUNCHY’S Managing Director, Mr. CK Tan’s speech at MUNCHY’S 25^th Anniversary Campaign Launching Ceremony

CK TAN WELCOMING AND THANKING GUESTS

BITE, BITE, BITE! YUM, YUM, YUMMY!

"I would like to welcome all of you to this special launching ceremony, MUNCHY’S 25^th Anniversary Celebration. Today is a privileged day for all of us, especially the Tan Brothers.

Tan Brothers started MUNCHY’S 25 years ago. My brothers, SK and LK began MUNCHY’S humble journey with a second hand wafer stick. We grew up in an environment filled with buttery biscuit fragrance. We believe that MUNCHY’S biscuits are not merely food, but it also brings energy and happiness to each and everyone who consumes MUNCHY’S biscuits.

Many people have asked me, what is the secret of success behind MUNCHY’S? The answer is simple: Unity brought us to where we are today. In MUNCHY’S, every staff is like a family member. We have staff that has been with us for a quarter of a century. Together, we create and innovate fun, cheeky and yummylicious biscuits and snacks.

I must say that the credit of our success today goes to our big family. Thank you, my family for creating this historical moment for MUNCHY’S!

Although Unity is the pillar that pulls MUNCHY’S together but Fun is the key ingredient that made MUNCHY’S prevail for 25 years! MUNCHY’S takes the initiative; turns innovation into opportunities for success.

Today, I am proud to say that MUNCHY’S is distributed in more than 50 countries globally with exports to regional markets such as Japan, Middle East, Indonesia, India, Singapore, Thailand and Myanmar.

MUNCHY’S has consistently worked with children and we undertake a lot of initiatives focusing on less fortunate children. By embedding Funbots in the baking process during this 25^thAnniversary celebration, I am positive that MUNCHY’S initiatives with children will continue to flourish and we hope to bring some magical moments to help them in the process of growing up.

In future, we hope to be able to sustain a fun and yummylicious environment for all MUNCHY’S staff and to be more compatible in terms of our Corporate Social Responsibility.

MUNCHY’S vision is to become the leading brand name in all the countries we compete in. With 25 years of experience and growing stronger, we are set to build a stronger foundation in regional markets and hopefully emerge as leading player in the regional market.

Now that we have created the fun, we would like to share the fun with our loyal MUNCHY’S lovers and fellow Malaysians. We always look at Malaysian consumers as our friends. Therefore, we would like to thank our friends who have been supporting us through thick and thin.

Without you, MUNCHY’S would not have achieved great success. To all our media partners and friends, your continuous support throughout the years is much appreciated, Thank You! Please continue to support us.

To all Malaysians, please continue to walk with MUNCHY’S in creating more fun, cheeky and yummylicious biscuits.

Last but not least, MUNCHY’S family of loyal employees, without you we would not have achieved so much. So, thank you for helping us in fulfilling our ambition and dream.

With that, I am pleased to announce the start of MUNCHY’S 25^th Anniversary Campaign.

Thank you."
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DATO KEE HUA CHEE AND EDMUND LIM SHAO QI

NOTE DATO KEE HUA CHEE'S HU LI CHING' 3-D WOLF BAG

DATO KEE HUA CHEE HAS BEEN GYMMING LATELY AS YOU CAN SEE

BEST COOKIES IN MALAYSIA!

MUNCHY'S HAS A WINNING FORMULA!

THE 2 TAN BROTHERS WHO FOUNDED MUNCHY'S 25 YEARS AGO WHEN THEY HAD MORE HAIR

KEITH TAN IS YOUNGEST, TALLEST AND SEXIEST OF THE FOUNDING TAN BROTHERS, C.K TAN AND L.K TAN KICKING UP THEIR HEELS AND WELL THEY SHOULD AS MUNCHY'S IS LONG A HOUSEHOLD NAME AND EVERY HOUSEHOLD IN MALAYSIA HAS SOME MUNCHY'S PRODUCTS!

THE TERRIFIC TAN TRIO PUTTING UP A GREAT SHOW AND GIVING EACH OTHER A LEG-UP AND THAT IS THE SECRET OF THEIR SUCCESS!

BITE ME BUT SHE MEANS MUNCHY'S COOKIES, NOT HER BACK!

MISLEADING ADVERTISEMENT!

I FOLLOWED INSTRUCTIONS AND BIT AND GOT INTO TROUBLE

ZEBRA SQUARE

LIKE FUNFAIR

THE MOVERS AND SHAKERS AND BAKERS OF MUNCHY'S!

RAJAN PILLAI (SENIOR DIRECTOR OF OPERATIONS) LK TAN (MANAGING DIRECTOR), CK TAN (MANAGING DIRECTOR), LIM IMUN (GENERAL MANAGER OF MARKETING) AND RODNEY WONG (COMMERCIAL DIRECTOR)