F&N NutriWell debuts in Malaysia with sights set on lifestyle positioning

F&N’s health and wellness brand, NutriWell, has officially made its debut in Malaysia, continuing its regional expansion after Singapore and Thailand. Beyond introducing a lineup of plant-based beverages, the brand is focusing on marketing, engagement, and lifestyle positioning to inspire Malaysians to rethink what healthy living can look and taste like.

To mark the launch, NutriWell unveiled its regional campaign, “Healthy should taste this good,” challenging the perception that wellness choices are bland or boring. Through vibrant visuals, storytelling, and interactive experiences, the campaign positions NutriWell as a brand that marries nutrition, flavour, and everyday enjoyment.

Don't miss: F&N Magnolia taps desk drops and digital buzz for Minion collaboration

The launch was celebrated with a wellness-themed event on 10 September, which brought together consumers, partners, and wellness advocates. Guests explored interactive stations, hands-on workshops, and NutriWell-inspired games designed to showcase the brand’s philosophy in a fun, engaging way. Tasting sessions highlighted how plant-based options can be both nourishing and enjoyable, reinforcing the campaign message.

NutriWell is also ramping up its digital presence in Malaysia with a new website and dedicated social media platforms. These channels act as lifestyle hubs, featuring ingredient insights, wellness tips, and content designed to inspire healthier everyday choices.

Kicking off with its “Break Up with Bland” launch film, the brand’s social pages also teased the “NutriWell Day Out” event at Pickle Park @ Flour, Fire and Stone. Blending food, drinks, games, and pickleball, the activation reinforces NutriWell’s ambition to position itself as a lifestyle brand tailored for millennials and beyond.

Ronnie Teo, chief brand and commercial officer at F&N, said, “Better living starts with small choices, such as a drink that tastes great and does your body good. At NutriWell, we bring nature, nutrition, and flavour together like never before.” The Malaysian launch marks a key milestone in NutriWell’s Southeast Asia growth strategy, signalling a shift towards holistic marketing that combines product education, experiential engagement, and digital storytelling.

In the lead-up to the June school term, F&N MAGNOLIA brought together storytelling, surprise and pop culture charm through a collaborative campaign featuring Illumination’s Minions. The campaign featured a limited-edition product rollout anchored by F&N MAGNOLIA Banana Milk UHT, launched nationwide in early June.

Packaged in bright, Minion-themed designs, the banana milk was positioned as a cheeky, on-the-go treat. This was followed by Minion makeovers of F&N MAGNOLIA 100% fresh milk, chocolate milk, and ice cream tubs, extending the collaboration into lunchboxes and family desserts.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry's leading marketers at Digital Marketing Asia 2025 Malaysia on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

Related articles: 
Yeo’s MY refreshes ‘Totally vibing’ campaign with MK-Clique collaboration
Julie’s unlocks the ‘second stomach’ with immersive waffle roadshow 
Royal Canin Malaysia engages pet pawrents with first-ever public event