KUALA LUMPUR: Malaysia stands out as one of the most promising markets for processed potato products in Southeast Asia, with the country’s per capita consumption forecast to grow 4.5% annually until 2029.
Lamb Weston, an American food-processing company and the world’s largest producer and processor of frozen french fries, sees strong growth opportunities in Malaysia and across Southeast Asia, banking on positive trends.
“We are committed to supporting this growth with tailored products and strategic partnerships,“ Lamb Weston senior commercial director for Asia-Pacific Jeevan Dass told SunBiz.
He said Malaysia is among the higher-growth markets in the region, primarily driven by the food service sector (FSR), which accounted for 37.1% of the profit sector in 2024, followed by the quick service restaurant (QSR) sector at 25.6%.
Lamb Weston takes several approaches when setting its pricing strategies in Malaysia.
“We offer products that cater to market segments, ensuring competitive value through our global scale and operational efficiencies,“ Jeevan said.
Lamb Weston is a leading innovator in the category, offering premium fries designed for partners who want to create excitement for their consumers. An example is Frites Atelier, developed in collaboration with a Michelin-starred chef in Europe and aimed at higher-end restaurants.
“Some of our products feature unique cuts, such as our Twister Fries and our upcoming Frenzy Fries, which will also be launched in Malaysia. These items are priced slightly higher due to lower yields per potato during production. By leveraging our global production footprint, we aim to serve customers efficiently while maintaining high quality and value,“ Jeevan said.
He noted that Malaysian consumers are increasingly seeking value for money, even as economic conditions recover.
“Lamb Weston addresses this by driving efficiencies across our value chain and offering products at various price points.
“The expanding footprint of chain operators in QSR, FSR and coffee and tea shop channels has also influenced our product development. We work closely with operator partners and incorporate consumer feedback into our new product development pipeline,“ Jeevan said.
Additionally, there is a growing appetite for experimentation and unique flavours among experience-seeking consumers.
“To meet this demand, we are launching an exciting range of innovative products in Q1 2026, including new cuts and flavours. Our diverse portfolio includes skin-on, seasoned, and speciality-cut fries,“ Jeevan said.
When asked about challenges, Jeevan said that historically, one of the main challenges in Malaysia has been the high freight costs associated with importing processed potato products.
“Lamb Weston has opened two plants in China, which offer proximity, allowing us to serve our Malaysian market more efficiently, and significantly reducing freight and warehousing costs. Regulatory compliance and adapting to evolving consumer preferences remain ongoing priorities.
“As a US brand entering local markets like Malaysia, it is essential for us to localise our strategy by partnering with the right local experts. Our partnerships with key local distributors enable us to understand local tastes better, tailor our offerings to consumer preferences, and respond quickly to market dynamics,“ he said.
Elaborating on Lamb Weston’s plans for expansion and market penetration in Malaysia over the next three to five years, Jeevan said that over the past year, the team has worked closely with local operators to understand their needs better, enabling the brand to tailor its approach to the Malaysian market.
“We have established strategic partnerships with key distributors to strengthen our distribution network and ensure broader market reach. These partners are deeply attuned to local market dynamics, and we support them with masterclasses and behind-the-scenes collaboration. This keeps us relevant and responsive to both market and consumer needs.
“We are also set to launch a retail range in major Malaysian supermarkets, bringing restaurant-quality fries directly to consumers’ homes, a significant milestone in our growth strategy,“ Jeevan said.
Lamb Weston is optimistic about its future in Malaysia.
“In 2026 and beyond, we will be available in food service and retail channels. We are especially excited for the Frenzy Fries. This innovative product is designed to meet the growing demand among Malaysian consumers for unique and exciting fry experiences, especially as they seek new flavours and formats at home and when dining out.
“Our retail range in Malaysia is going to feature a wide variety of products – including Grill Fries, Ziggy Fries, Twister Fries, Waffle Fries, Rustic Fries, and Potato Dippers.
“The upcoming launches will continue to expand our portfolio and reinforce our commitment to delivering restaurant-quality fries, convenience, and innovation to Malaysian homes and food service partners,“ Jeevan said.
