Mission Foods Malaysia Thrives with DKSH’s Strategic Support

In 2011, Mission Foods entered the Malaysian retail market with a vision to grow its footprint across the market. DKSH Malaysia played a pivotal role in supporting this expansion by providing comprehensive market access and supply chain solutions.

Mission Foods, a subsidiary of Gruma Corporation, is one of the world’s leading tortilla companies, manufacturing a variety of authentic flatbread products such as wraps, tortillas, and pizza bases, among others. As the company has grown, Mission Foods has always put an emphasis on authentic flavors, while providing healthy options that families and friends can enjoy together.

Challenge

Upon entering the Malaysian retail market, Mission Foods faced the critical challenge of identifying a strategic business partner who could not only navigate the complexities of the local market but also deliver nationwide distribution, retail penetration, and operational efficiency.

The challenge was compounded by a competitive retail landscape, fragmented distribution channels, and the need for reliable logistics infrastructure to ensure product availability and freshness throughout the market.

Approach

DKSH Malaysia leveraged its extensive market networks and deep local knowledge to establish broad retail coverage for Mission Foods. With the support of its retail sales force, including DEEP partners, eCommerce specialists, and mini market teams, we ensured the brand’s availability across various retail channels, reaching more customers and driving market penetration.

We also provided fourth-party logistics services to Mission Foods, supporting direct clients with end-to-end logistics solutions. These services include warehousing, transportation, and inventory management. The streamlined logistics operations helped improve delivery times, reduce operating costs, and ensure consistent stock availability across the supply chain.

By capitalizing on our established infrastructure in East Malaysia, Mission Foods was able to achieve efficient market entry and scale operations quickly. This strategic move allowed the company to optimize distribution costs while expanding its presence in a key regional market.

Result

With DKSH Malaysia’s strategic support, Mission Foods successfully achieved sustainable double-digit year-on-year growth. The partnership has laid a strong foundation for continued expansion and long-term success in the Malaysian retail space.

With improved distribution across Malaysia, we are able to achieve sustainable double-digit year-on-year growth by working together and moving forward.

Mark Tan, Retail Sales Director, Mission Foods Malaysia