Tealive and Nestlé (Nestum) have collaborated to unveil a new Butter Nestum Banjir Popcorn Chicken/Chicken Roll. The new snack by Tealive is described as “your favourite snacks sprinkled with golden butter cereal”. “Banjir” in Malay means flood and can be used to describe “flooding the food” with certain ingredient/sauce to make it tastier or more indulgent.
Available for a limited time at selected outlets only. More at www.tealive.com.my/eats.
Why Nestum? Nestum, a 3-in-1 cereal drink by Nestlé, is synonymous with Ramadan and Hari Raya. This year’s one-month-long Ramadan starts in mid-April 2021. Just like cornflake, Muslim consumers in Malaysia use the crunchy Nestum as a baking ingredient to make various festive snacks to celebrate this major religious festival.
This trend is evidenced by looking at Google Trend, which shows the interest in Nestum tends to spike during Ramadan and Hari Raya, making this trend unique to Malaysia. The same cannot be said for Indonesia.
Due to the success of its own marketing, Nestum is now firmly linked to the seasonality of Ramadan/Hari Raya. However, such move does put the brand at risk of being over reliant on sales generated from one major festival.