Jati, a household staple that has anchored Malaysian kitchens for decades, has officially broken out of the traditional grocery aisle and into the highly competitive snack market with the launch of ‘Jati Chom Chom’, the nation’s first ready-to-eat white rice puff snack made entirely from local grains.
Produced by Serba Wangi Sdn Bhd, the bold move aims to reinvent how younger generations consume local agricultural produce. By transforming a traditional staple food into a modern, convenient snacking experience, the brand is targeting children, teenagers, young working adults, and families alike. This strategic pivot comes at a time when modern consumers are increasingly hunting for distinct alternatives to traditional potato, corn, and wheat-based snacks, allowing Jati to leverage its massive brand equity to capture emerging casual dining and snacking trends.
The product was officially launched yesterday at Old Malaya, Kuala Lumpur, a heritage venue chosen specifically to mirror the brand’s deep Malaysian roots and nostalgic identity. The grand launch was officiated by the Raja Puan Muda of Kedah, DYTM Che Puan Muda Zaheeda Binti Mohamad Ariff, who praised the initiative for its broader economic impact on the local agricultural sector. Her Highness highlighted that innovations like Chom Chom do not just create novelty items, but directly drive demand for local rice, supporting farmers’ incomes and strengthening the entire rice ecosystem from the paddy fields to the retail market.
Echoing this sentiment, the Secretary-General of the Ministry of Agriculture and Food Security, Datuk Seri Isham Ishak, hailed the launch as a landmark milestone for downstream agriculture, officially declaring Chom Chom as “Malaysia’s First White Rice Snack.” He emphasized that the future of Malaysia’s agricultural sector no longer centres solely on raw production, but now lies heavily in innovation, branding, value creation, and aggressive market expansion.
Managing Director of Serba Wangi, Low Kok Kean, explained that Jati Chom Chom represents an exciting evolution for the trusted brand. He noted that by turning a familiar everyday ingredient into a fun, light, and flavourful experience, the company aims to demonstrate how innovative thinking can breathe new life into local agriculture. To maintain strict quality control, the snack is manufactured in a top-tier facility backed by rigorous food safety certifications, including Halal, HACCP, and the internationally recognized ISO 22000:2018 standard.
Positioned as an affordable everyday treat, Jati Chom Chom enters the market in two consumer-favourite flavours: Tomato and Cheese. The product is priced competitively, retailing from RM1.99 for a 60g single pack and from RM3.79 for a 112g multipack, with final prices varying by outlet and ongoing promotions. The rice snack is currently available nationwide at selected Lotus’s, Giant, and AEON outlets, with distribution progressively expanding into general trade channels to ensure maximum accessibility across both urban and suburban communities.
