Trendsetter Tastyfood takes innovations worldwide

The innovative and entrepreneurial spirit of managing director Joseph Lim has made Tastyfood Industries a leading global food and beverage company. In touch with nutritional trends and the demands of an active lifestyle, Lim develops award-winning products, including coffee, tea and cereals that are exported worldwide.

"When I make a product, I add dimensions to it," Lim says. "For example, you can have a cereal drink that you can enjoy conveniently and benefit from nutritionally."

Tastyfood was the first to produce instant cereal mix beverages in 1989 under its flagship Vitamax brand. After its initial launch of Vitamax in Singapore, Tastyfood looks to replicate the brand's success by introducing it into Taiwan, the mainland and other countries. Additionally, the company will begin production in August of its latest Vitamax product, Cereal Milk in a Can, at its new plant in Malaysia.

"We are creator-innovators," says Lim Yick Suan, executive director for business development. "We don't create products that are already available on the market; we pioneer and invent them."

Local and international bodies have repeatedly recognised Tastyfood's innovations. It is the first company whose wholegrain cereal beverage products bear the Healthier Choice Symbol from the Singaporean Health Promotion Board. Tastyfood continues to maintain product excellence after winning several prestigious Monde Selection awards in Belgium for taste, quality and presentation.

Tastyfood ensures that its products suit the tastes of consumers of all ages throughout Asia, Europe, Australia and Africa. The company has advanced manufacturing facilities in Malaysia and China to meet the needs of its global markets.