From cooking oil, sesame oil, infused oils to meehoon, Yee Lee Corp signals evolution with nationwide campaign
After five decades as a trusted name in Malaysian kitchens, RedEagle has unveiled a refreshed brand identity, incorporating eco-friendly packaging that reflects its heritage while looking ahead to the future.
First introduced in 1976 as a cooking oil, RedEagle has since expanded its product range in line with changing consumer tastes. Today, the brand includes sesame oil, meehoon and specialty infused oils, such as garlic, onion and mala garlic, made using real ingredients to enhance aroma and texture in everyday cooking.
Despite its growth, RedEagle remains a flagship brand under Yee Lee Corp, with products that continue to feature prominently in homes, eateries and street food stalls across the country.
As the brand enters a new chapter, the relaunch marks RedEagle’s continuous improvement.
The relaunch campaign carries the tagline “A promise, crafted in gold”, signalling a renewed pledge to quality across the entire value chain, from ingredient sourcing and manufacturing to packaging improvements.
The refreshed look, introduced ahead of the 2026 Chinese New Year, is designed to resonate with modern Malaysian lifestyles while honouring the brand’s legacy.
“RedEagle’s journey would not have been possible without the strong support of our loyal consumers. It is their trust, passed down through generations, that shaped RedEagle into a household name nationwide,” said YL Brands Sdn Bhd head Dominic Poh.
Poh said the rebranding reflects more than visual change.
“Over the decades, RedEagle has grown far beyond its original mission, in scale, scope and market reach. Today, we need a brand that keeps pace with that growth while standing for something meaningful and ready to connect with new audiences across Malaysia.”
RedEagle’s core brand values continue to centre on quality, health, heritage and versatility. Its products are halal, HACCP-certified and also carry the ISO 9001 certification, the National Mark of Malaysian Brand and recognition from the Swiss Vitamin Institute.
The product range includes cooking oil in eight pack sizes, from 500g to 17kg, catering to both home and commercial kitchens. The 500g pack now features eco-friendly packaging that uses 40% less plastic compared to the previous PET bottle, while the 1kg, 2kg, 3kg and 5kg bottles are recyclable, reflecting environmental responsibility.
Alongside the relaunch, RedEagle is also rolling out a nationwide publicity campaign to reconnect with consumers. The integrated outreach includes social media, radio, digital platforms, trade displays, billboards and branded delivery trucks.
A highlight of the campaign is the Red Eagle Ong-The-Go Truck, which will tour major towns along the west coast of Peninsular Malaysia until Feb 15. The mobile activation will feature interactive activities aimed at engaging Malaysians from all walks of life. Updates on locations and activities will be shared via @RedEagle on social media.
“This rebranding is more than a redesign. It is grounded in gratitude, continuity and shared aspiration. As Malaysians move forward, Red Eagle moves with them, reflecting our quality and trust,” Poh said.
