Shnëdz Protein Bites launch Malaysia
Singaporean startup Shnëdz is launching its plant-based Protein Bites range in 54 Malaysian supermarkets next month, marking its first international
Shnëdz is launching its plant-based Protein Bites range in 54 Malaysian supermarket outlets next month. The Singaporean food tech startup will sell the frozen snacks for RM19.90 per 200g pack through retail group The Food Purveyor. This rollout marks the brand's first expansion outside its home market.
The launch includes four ready-to-cook, soy-based products positioned for meal occasions like main dishes or midnight snacks. They are halal-certified, allium-free, and non-GMO. The bright-orange packaging features animated animal figures designed to appeal to children, targeting busy parents seeking convenient protein options. SGProtein, the manufacturer behind the Shnëdz brand, states the products provide all nine essential amino acids.
| Product Variant | Protein per 100g | Fibre per 100g | Saturated Fat per 100g |
|---|---|---|---|
| Buffalo-Style Protein Bites | 18.5g | 9.1g | 0.9g |
| Citrus Protein Bites | 16.6g | 8.2g | 1.0g |
| Chilli Sin Carne Protein Tips | 18.3g | 8.9g | 0.9g |
| Protein Nuggets | 16.8g | 6.3g | 2.0g |
The frozen range can be cooked in an oven, air-fryer, or pan within minutes.
Market context and strategy
Shnëdz selected Malaysia as its first international market due to its strong retail network and growing interest in protein-rich foods. A 2024 survey revealed that 21% of Malaysians were looking to limit their meat intake. Better cardiovascular health, weight loss, and improved digestion were the top drivers. Notably, 89% of Malaysians had heard of meat alternatives, and two-thirds of those who had never tried plant-based meat intended to do so in the coming year.
This consumer shift is reflected in policy. Malaysia’s National Food Security Policy for 2030, released earlier this year, seeks to build a more sustainable agrifood system. It includes an Eat Healthy, Go Local campaign and supports local businesses manufacturing alternative dietary options. The policy cited a 2021 poll where 47% of Malaysians were cutting back on meat and 56% were more open to meat alternatives.
Shnëdz sees the country as a launchpad for further regional expansion.
Brand and production background
Shnëdz is the in-house brand of SGProtein, a Singapore-based plant-based manufacturer. The company originally operated as a contract manufacturer for other food brands before launching its own consumer line. Its production facility is located in Singapore’s Commonwealth Capital food hub. Co-founder and CEO Dominique Kull leads the firm, which plans to continue developing products for both retail and foodservice channels.
The company continues to develop products for both retail and foodservice customers.
