Jati, a household name in Malaysian rice for decades, is making its first move into the country’s competitive snack market with Jati Chom Chom, a ready-to-eat white rice puff snack made with local rice.
Serba Wangi Sdn Bhd, the Malaysian rice producer and distributor behind the Jati brand, is pushing to transform local rice into a modern snacking experience for children, teenagers, young working adults and families.
The move comes as consumers are increasingly looking for convenient and distinctive options beyond traditional corn, potato and wheat-based formats.
Managing Director Low Kok Kean expressed that Jati Chom Chom represents an exciting milestone for the company as it continues to explore new possibilities for rice beyond traditional consumption.
“By transforming local rice into a fun, light and flavourful snack experience, we aim to connect with a new generation of consumers while demonstrating how innovation can create fresh opportunities for familiar ingredients,” he said.
Manufactured in a facility certified to Halal, HACCP and the internationally recognised ISO 22000:2018 food safety management standard, Jati Chom Chom delivers a light, crunchy and flavourful snack experience. These certifications reflect SW Food’s commitment to quality, consistency and high food safety standards.
It combines familiar local taste with modern snacking innovation, bringing rice into a format that is more relatable and accessible to younger generations. The rice puff snack is available in Tomato and Cheese flavours, retailing from RM1.99 for a 60g pack and RM3.79 for a 112g multipack, with final prices varying by outlet and promotion.
The product officially launched at Old Malaya, Kuala Lumpur yesterday, was officiated by Tuanku Raja Puan Muda of Kedah, DYTM Che Puan Muda Zaheeda Binti Mohamad Ariff. The venue embodies the local culture, food, community and heritage. Its strong Malaysian identity and nostalgic atmosphere made it a natural fit for the occasion, reflecting the brand’s direction of bringing local rice into a contemporary everyday format.
DYTM Che Puan Muda Zaheeda said innovations such as Chom Chom not only create new products, but also drive demand for local rice, supporting farmers’ incomes and strengthening the entire rice ecosystem.
“This is the true impact that we should celebrate, how innovation connects the entire rice value chain, from paddy fields to market.
“The steps taken by Serba Wangi reflect the courage to continue innovating while remaining grounded in the strength and heritage of the nation’s agriculture,” she said.
The entry into snacking reflects a broader trend among established Malaysian food companies looking to extend their brand equity into new consumer categories, as snacking becomes an increasingly central part of everyday lifestyles and new snacking occasions emerge.
For Jati, it also marks a continuation of the brand’s ongoing journey in food innovation, quality and product development, one that now extends beyond the rice bag and into the snack aisle.
The rice snack is currently available at selected Lotus’s, Giant and AEON outlets nationwide, with distribution being progressively expanded into general trade channels to strengthen accessibility across urban and suburban communities.
Jati Chom Chom reimagines local rice into a new generation of snacking, fun, affordable and accessible for younger consumers, backed by the trusted Jati name and its continuous commitment to product innovation, quality and consistency.
Meanwhile, Secretary-General of the Ministry of Agriculture and Food Security, Datuk Seri Isham Ishak, who was present at the event said the future of Malaysia’s agricultural sector is no longer centred solely on production, but lies in innovation, branding, value creation and market expansion.
“I am very proud to share that Chom Chom has been introduced as ‘Malaysia’s First White Rice Snack’. This is a remarkable achievement!”
“Products such as Chom Chom show how local rice can evolve beyond traditional consumption into a modern product with wider commercial potential,” he said.