China’s Eastroc energy drink is now available at 99 Speedmart, Malaysia’s largest minimarket chain, marking its further expansion into the Southeast Asian country with a population of around 35 million people. This move is part of a broader trend of Chinese food and drink enterprises growing overseas. The Malaysian-sold Eastroc energy drink is produced in China and holds SSPY halal certification, recognised by JAKIM.
In the future, Eastroc will likely source its products from Indonesia where it plans to invest to USD 200 million in Indonesia to produce and distribute its soft drinks.
In Malaysia, Eastroc’s energy drink contains ginseng, guarana, taurine and astragali radix with total sugar of 3.2g/100ml.
Priced at an affordable RM 2.30 for a 250ml PET bottle at 99 Speedmart, Eastroc is employing a competitive pricing strategy to capture market share in Malaysia’s energy drink market.
Eastroc’s strategic use of the Malay language in its communications in Malaysia demonstrates a clear intention to reach and appeal to the broader consumer market.
