Fernleaf - Forty-one and flourishing
From cans to packs, powders to probiotic drinks – one of Malaysia’s favourite dairy brands, Fernleaf is on a roll.
Since 1982, the nation’s heritage family dairy brand has and continues to win the hearts of millions in Malaysia for its quality and trusted goodness.
Since 1982, the nation’s heritage family dairy brand has and continues to win the hearts of millions in Malaysia for its quality and trusted goodness.
It has grown by leaps and bounds since offering a strong range of products to support Malaysians’ daily nutritional needs proudly made with 100% New Zealand milk.
Marketing Director Siew Poh says the magic is in the provenance. “We’ve stayed true to Fernleaf’s vision of nourishing every Malaysian household with the natural goodness of New Zealand dairy”, she says. “We’re stubbornly focused on our provenance, and it’s made all the difference.”
“We’re one of the best dairy farming countries in the world, producing natural quality milk from our well-cared, grass-fed cows, and it’s a story we continue to tell our consumers proudly.”
Changing customer needs and trends continue to push Fernleaf to stay proactive in seeking new ways to penetrate new categories.
“We’re exploring all opportunities to strengthen our core products and – expand our reach into potential untapped segments,” she added.
Fernleaf has over 50% market share which provides all the right reasons to win, especially in the ever-dynamic growing-up milk (GUM) category - watch its latest TVC here.
“We’ve expanded our penetration in the GUM powder segment, offering quality and affordable nutrition to support children’s growth”.
“We’ve stayed true to Fernleaf’s vision of nourishing every Malaysian household with the natural goodness of New Zealand dairy. We’re stubbornly focused on our provenance, and it’s made all the difference.”
While most Malaysians have grown up with family milk powders, today they have access to a growing range that builds on the brand’s strong equity. All in that signature shade of yellow, with a New Zealand map now standing out clearly on packs.
In driving dairy consumption, another cherry on the cake is Malaysia’s multicultural setting which often sees dairy being used as a thickener in cooking and a healthier substitute for coconut milk, a staple in SEAsian cuisine
This spell new, innovative ways to enjoy dishes with natural dairy goodness with a longer shelf life.
Today, Malaysians’ growing need for health and well-being provides another avenue for recent products such as Fernleaf Protein+ and Probiotic+ to make their way to the already successful array of Fernleaf offerings.
While the first focuses on the importance of increased daily protein intake, the latter supports better gut health – further creating health value beyond just dairy goodness.
Fernleaf has since shown strong growth and has further cemented its position with its first win in Kantar’s Brand Footprint Award 2023 as the Fastest Growing Dairy Brand in Malaysia.
“Fortified milk is a very competitive category and that consumers are choosing us over others, is motivation enough for us to do even better”, said Siew Poh.
Fernleaf will continue its focus on innovation and premiumisation to further expand its range to fulfill customer needs and continue to offer the best of New Zealand dairy goodness for millions of Malaysian households.