How shnëdz is betting on taste to crack Malaysia

Singapore protein brand shnëdz is entering Malaysia with a campaign that is betting on taste to win over shoppers.

The plant-based brand is marking its first launch outside Singapore with “Tak cuba, tak tahu” (“If you don’t try, you won’t know”), putting product sampling at the centre of its Malaysia debut.

The campaign supports the launch of shnëdz’s protein bites, which will be available from October at 54 outlets across Village Grocer, The Food Merchant, BEN’S and BSC Fine Foods.

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The brand is also rolling out a social media campaign titled “shnëdz: Packed for Malaysia. A protein bites adventure”, featuring illustrations of its cartoonised characters dressed as Malaysian tourists and carrying luggage as they make their way into the new market.

Localisation is also built into the campaign through the use of Bahasa Malaysia phrases such as “Tak cuba, tak tahu” and “Mari cuba shnëdz!” ('Come try shnëdz') alongside English messaging. The brand said the approach is intended to make its in-store sampling more relatable to Malaysian shoppers.

Supported by Malaysian distribution partner Pok Brothers, shnëdz will also work with local creators to show how its protein bites can fit into familiar dishes and everyday meals.

The brand also plans to engage vegetarian, vegan and food communities through social and community outreach.

“Our focus is on building brand awareness, encouraging product trial and supporting retail sales. We will assess the campaign through sampling participation, shopper feedback, creator content reach and engagement, and retail sales performance,” a brand representative from SGProtein said to A+M. 

Malaysia was chosen as shnëdz’s first international market due to its retail infrastructure, growing interest in protein-rich foods and diverse consumer base.

"Malaysia is a natural first step for shnëdz as we begin expanding beyond Singapore," said Dominique Kull, CEO of SGProtein. He added that consumers across Southeast Asia want convenient ways to add more protein to their diets. 

The brand is positioning its protein bites around the idea that increasing protein intake should be convenient, versatile and enjoyable, with products designed to fit into everyday meals, snacks and social occasions.

The Malaysian launch for its protein bites includes four flavours: buffalo-style, citrus, chilli sin carne, and protein nuggets. The range is halal-certified, an important quality in the Malaysian market. 

For brands entering Malaysia, local relevance has become a baseline expectation. As A+M reported last year, Teng Chan Leong, regional president and founder of the Strategic Asia Marketing Alliance, said global brands entering Southeast Asia must localise the entire brand experience, not just language or visuals, and that a single global campaign no longer works.

Brands have done that in practice, too. In March, Luckin Coffee returned to local fashion label FIZIWOO for a Hari Raya campaign built on a batik-inspired design that blended Malaysian motifs with the coffee chain's own deer mascot. Meanwhil, Warner Bros. worked with PHD Malaysia to localise its Supergirl launch through everyday settings.

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