Jati Turns Local Rice into a Snack with Chom Chom
Jati, a rice brand that has been the choice of Malaysian households for the past few decades, is now entering the competitive local snacks market with Jati Chom Chom.
This product is a ready-to-eat steamed rice snack made from local rice and is aimed at children, teenagers, young workers and families.
According to Serba Wangi Sdn Bhd, the rice producer and distributor behind the Jati brand, this transformation comes at a time when consumers are now increasingly looking for snack options that are easy, practical and different from conventional products made from corn, potatoes and wheat.
Managing Director of Serba Wangi, Low Kok Kean said Jati Chom Chom is an important achievement for Serba Wangi as the company continues to explore the potential of new rice beyond traditional uses.
“By turning local rice into a snacking experience that is fun, light and full of flavor, we want to approach a new generation of consumers while showing how innovation can open up new opportunities for familiar food products,” he said.
Produced in a food safety management system certified facility with international standards Halal, HACCP and ISO 22000:2018, Jati Chom Chom offers a light, crunchy texture and a wide choice of flavors, in line with the company’s commitment to quality, consistency and food safety.
This product combines local flavors with modern snack innovation to introduce rice in a format that is closer to the tastes of the younger generation.
The product, which was officially launched in Old Malaya, Kuala Lumpur yesterday, was perfected by DYTM Che Puan Muda Zaheeda Binti Mohamad Ariff, Tuanku Raja Puan Muda Kedah. This location is synonymous with local culture, food, community and heritage.
DYTM Che Puan Muda Zaheeda said innovations like Chom Chom not only produce new products, but also stimulate local demand for rice, thereby increasing farmers’ income and strengthening the country’s rice ecosystem.
“This is the real impact that we need to celebrate, namely how innovation connects the entire rice value chain, from rice fields to markets.
“The steps taken by Serba Wangi reflect the courage to continue to innovate while remaining focused on the strength and heritage of the country’s agricultural sector,” he said.
Jati’s participation in the snack food category also reflects the trend among local food companies which are increasingly expanding their respective brands to new consumer categories, in line with the increasing culture of snacking as part of everyday lifestyle.
For Jati, this step also reflects the company’s continued efforts in terms of food innovation, product development and quality improvement, beyond traditional rice supplies.
Jati Chom Chom is offered in two flavors, namely Tomato and Cheese, with prices starting at RM1.99 for a 60 gram pack and RM3.79 for a 112 gram multipack, depending on the sales location and ongoing promotions.
Currently, the product is available in select Lotus, Giant and AEON branches across the country, with distribution gradually expanding to general trade channels to increase consumer reach in urban and suburban areas.
Jati Chom Chom introduces a new approach to local rice consumption through snack products that are friendlier to the younger generation, easy to obtain and affordable, supported by the strength of the Jati brand and its commitment to innovation and product quality.
Meanwhile, Secretary General of the Ministry of Agriculture and Food Security, Datuk Seri Isham Ishak, who was present at the event, said that the future of Malaysia’s agricultural sector is no longer only focused on production, but now depends on innovation, branding, value creation and market expansion.
“I am very proud to say that Chom Chom has been introduced as “Malaysia’s First White Rice Snack”. This is a great achievement!”
“Products like Chom Chom show how local rice can grow beyond traditional uses into a modern product that has broader commercial potential,” he said.
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