EB Group of Companies proudly announces the launch of EB Kranch, a new range of
frozen products encompassing 11 product offerings. Nine of these will be made
available to consumers in Malaysia in September 2024, while six are already on the
shelves in Singapore.
EB Kranch products are specifically crafted for air-frying, delivering the perfect
juiciness and crunch every time. Among the salient features of these products are the
no-oil cooking methods and brief cooking duration of merely 10 minutes, which align
with ESG goals by promoting energy efficiency and reducing environmental impact.
This cooking method is healthier and frees up more time for bonding with family and
Friends.
“Branding will become a core component of EB Group. Our primary goal is for EB
Kranch to become the no. 1 brand of air-fry frozen products among all households.
We want to build this name into a top-of-mind brand globally, so that when one thinks
of air-fryers, they will automatically think of EB Kranch.
“Our first step is to establish an effective business model in Malaysia which will then
be replicated in Singapore, Hong Kong, China, Indonesia, Vietnam and other
countries. Next, we look forward to launching more new products to meet the needs
of modern consumers’ busy lifestyles,” shared Ang Chin Hooi , Chairman of EB
Group of Companies.
“We aspire to pioneer the food industry with this exciting new range of air-frying
frozen products that is set to elevate consumers’ choices by offering quick, easy to
make and great-tasting food without sacrificing quality, taste or texture. This marks a
significant milestone for our Group. I envisage that when consumers seek air-fried
food, they will think of EB Kranch,” said Chris Ooi Thian Siew, Chief Executive
Officer of EB Group of Companies. She further added that care is put into every step
of the production, and each item is made with quality ingredients that are
meticulously selected.
As part of our comprehensive marketing strategy, we have committed more than
RM20M to drive our campaign forward. This significant expenditure primarily covers
freezer sponsorships at partner retail outlets, along with static and LED billboard
advertisements, point-of-sale materials (POSM) and strategic collaborations with
influencers, ensuring a broad and effective reach for our initiatives.
Additionally, the EB team will be hitting the ground with a series of dynamic
roadshows and activities in the coming weeks, offering marketing communication
support and in-store promotions at partner retail outlets throughout Malaysia and
Singapore. Our mission is to provide exceptional support to our partners while
ensuring optimal consumer awareness and engagement during this rollout phase.
Consumers will have a chance to get in on the action too! We have an air fryer
redemption programme where consumers can redeem a FREE Russell Taylors 3D
Visible Window Air Fryer by purchasing EB Kranch products over a period of time.
Stay tuned for more details, as there are 3000 units up for grabs! Terms and
conditions apply.
