JASMINE FOOD EXPANDS INTO FOOD DISTRIBUTION WITH SUDEE AS FIRST PRINCIPAL PARTNER

Jasmine Food Expands into Food Distribution with Sudee as First Principal Partner 

Kuala Lumpur, 11 September 2025 – Jasmine Food Corporation Sdn. Bhd., Malaysia’s leading rice brand, today announced its official expansion into the food distribution business. The company’s first external principal partner under this new venture will be World Prominence Sdn. Bhd., under the brand Sudee, a homegrown brand celebrated for its range of innovative and convenient cooking solutions, including single spice cubes and dry cooking pastes. 

This milestone marks a significant step forward for Jasmine Food, a brand synonymous with rice in Malaysia for over six decades. By venturing into food distribution, Jasmine aims to broaden its product portfolio beyond rice, offering consumers a more complete and convenient cooking experience. 

Alan Kwong, Chief Operating Officer of Jasmine Food Corporation Sdn Bhd, said: 

“For generations, Jasmine has been at the heart of Malaysian kitchens with rice as our foundation. But food is more than just rice — it’s about the flavours, the memories, and the convenience that fit into today’s modern lifestyle. By partnering with Sudee, we are extending our promise to consumers: quality you can trust, with added convenience and taste. This expansion is not just about growing our business, but about enriching the way Malaysians enjoy their meals.” 

World Prominence Sdn Bhd, established in Malaysia in 1997, is gaining reputation for its high-quality dry pastes that replicate modern yet authentic flavours such as Nasi Goreng Kampung, Nasi Ayam Hainan, Bihun Goreng, as well as its versatile single spice cubes used in soups, stir-fries, and traditional dishes. These products cater to the growing demand for convenience without compromising on taste, especially among time-pressed urban households. 

Khairie Kemat, Chief Executive Officer of Sudee Holdings Berhad, said: 

“Our goal at Sudee has always been to make authentic cooking simple, accessible, and enjoyable for families. Malaysians love the rich flavours of our traditional dishes, but not everyone has the time to prepare them from scratch. That’s where Sudee comes in — we bring authenticity and ease together in one pack. With Jasmine as our distribution partner, we are confident that more households across Malaysia will be able to experience and enjoy Sudee’s flavours. This partnership is not only a commercial step forward but also a cultural one, ensuring that local tastes continue to thrive in today’s fast-paced world.” 

The partnership between Jasmine and Sudee also reflects the values of supporting Malaysian brands and strengthening the local food ecosystem. With Jasmine’s extensive distribution network and trusted reputation, and Sudee’s innovative product range, the collaboration is expected to create new opportunities for both companies and enhance consumer choice in the market. 

The launch event brought together key stakeholders, trade partners, and media to witness this new chapter in Jasmine’s growth story. Guests were given opportunity to experience Sudee’s products first-hand through live cooking demonstrations and tasting sessions, showcasing how these convenient solutions pair perfectly with Jasmine rice for complete, wholesome meals.