WonderBrew targets year-end launch for shelf-stable kombucha

WonderBrew, a Malaysian kombucha producer, plans to introduce a new, shelf-stable product in the latter half of this year. This new formulation will not require refrigeration, a significant departure from their current premium offering which necessitates cold chain storage.

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Our current kombucha sells for RM12.90 a bottle and needs cold storage throughout the supply chain, limiting distribution channels.

Joseph Poh, the company's founder and CEO, stated that the new product is a strategic move to penetrate convenience stores and affordable supermarkets across Malaysia. Priced under RM5 per bottle, it aims to be accessible to a wider consumer base. "Our current kombucha sells for RM12.90 a bottle and needs cold storage throughout the supply chain, limiting distribution channels," Poh explained.

The development of this new product involved over a year of research and development, including various tests to ensure quality, taste, and stability. Poh noted that demand for functional beverages remains strong despite challenging market conditions and rising operational costs. Raw material, logistics, and operational expenses have increased by 10 to 15 percent.

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This new product has a different formulation. It is more stable and does not require strict cold storage like our current product.

Despite cost pressures, WonderBrew has maintained the price of its premium product at RM12.90 since its launch. "We are doing our best to maintain prices because when we raise prices, our customers like restaurants, cafes, and retailers also face difficulties adjusting prices for consumers," Poh said. He sees significant growth potential for kombucha in Malaysia, which is still in its early stages compared to markets like the United States.

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With a more affordable price, we hope to enter more convenience store and supermarket chains, allowing more consumers to enjoy kombucha.

WonderBrew currently has a production capacity of 40,000 to 50,000 bottles per month, with current output around 30,000 to 35,000 bottles. Their existing products are available in various retail chains including Jaya Grocer, Village Grocer, Ben’s Independent Grocer, Aeon, Cold Storage, MyNews, and some 7-Eleven outlets in the Klang Valley, as well as in Penang, Johor, Melaka, Pahang, Perak, and Sarawak.

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We are doing our best to maintain prices because when we raise prices, our customers like restaurants, cafes, and retailers also face difficulties adjusting prices for consumers.