"We are focused on integrating Malaysians’ online and offline shopping experiences, growing our business as well as being able to cater to a large segment of consumers on Shopee," co-founder Eric Cheng told A+M.

Mondelēz's regional marketing director for SEA Nikhil Rao told Marketing that in challenging times like these, people are turning to snacks as a form of daily satisfaction to provide them a sense of normalcy.

"At the end of the day, we are talking to people and whilst we reach those people through very complex algorithms, people respond to great creative."