OldTown White Coffee

What OldTown White Coffee does

OldTown White Coffee is a Malaysian consumer coffee brand established in 1999, wholly owned by Jacobs Douwe Egberts (JDE) and operating as part of JDE Peet's B.V. (Euronext Amsterdam: JDEP) portfolio alongside L'OR, Moccona, and Super. The brand is built around a proprietary 3-bean blend (Arabica, Robusta, Liberica) moderately roasted at high temperature and blended with caramel to produce its signature Ipoh-style white coffee taste. It serves two primary customer segments: individual Malaysian consumers seeking authentic Ipoh white coffee through retail instant coffee sachets and kopitiam-style F&B dining, and franchisees seeking an established brand business opportunity with comprehensive operational support.

The company's product portfolio spans nine white coffee variants (Classic, Hazelnut, Extra Rich, 30% Less Sugar, Natural Cane Sugar, Coffee & Creamer, Salted Caramel, Coconut Flavoured) and the Kopitiam Creations sub-brand. Beyond beverages, OldTown operates a full kopitiam menu including noodles (with signature Ipoh Chicken Hor Fun), dim sum, nasi lemak, and bread products made from scratch at a centralized bakery. Distribution occurs through franchise-operated F&B outlets across all 14 Malaysian states, supermarket and convenience store retail channels, and online marketplaces (Lazada, Shopee, TikTok Shop).

Revenue derives from three streams: retail product sales of packaged instant coffee, F&B outlet operations through franchise network, and franchise fees. The franchise-based go-to-market model provides capital-efficient expansion with comprehensive franchisee support including P&L simulation, opening support, advertising, and ongoing consultation. The brand positions itself as "Asia's Largest Local Coffee Chain" within the JDE Peet's multinational portfolio.

Name

OldTown White Coffee

Legal name

JACOBS DOUWE EGBERTS RTL SFM MY SDN. BHD.

Website

https://oldtown.com.my

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

251–500 employees

Short description

OldTown White Coffee is a Malaysian consumer coffee brand and franchise F&B chain, wholly owned by JDE Peet's, that produces signature 3-bean Ipoh-style white coffee instant products and operates kopitiam-style restaurants across Malaysia serving individual consumers and franchisees.

Ownership category

akta.pro rank

Product category

Instant White Coffee

NAICS

Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192)

SIC

Beverages (2080), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Instant Coffee & Coffee Extract Manufacturing (AFAFADAD)

akta.pro secondary industries

Coffee Chains & Franchise Cafes (THAFADAB), Coffee (Roasted, Ground, Whole Bean) (CRADAHAG)

Keywords

• Instant white coffee
• Kopitiam F&B chain
• Franchise coffee outlets
• Packaged coffee beverages
• 3-bean coffee blend

Headquarters

HQ city

Ipoh

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: Sale of packaged instant white coffee products (13s, 15s, 18s sticks/packets) including various flavors such as Classic, Hazelnut, Extra Rich, Less Sugar, Natural Cane Sugar, Coffee & Creamer, Salted Caramel, Coconut Flavoured, and Kopitiam Creations
2. F&B Outlets: Food and beverage kopitiam-style restaurant operations offering white coffee, tea, noodles, dim sum, nasi lemak, and bread products
3. Franchise Fees: Revenue from franchise partnerships where franchisees operate OldTown White Coffee outlets with comprehensive franchise support system

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

OldTown White Coffee manufactures and retails a proprietary line of instant white coffee products built on a 3-bean blend (Arabica, Robusta, Liberica) moderately roasted at high temperature and blended with caramel, sold in multiple flavored variants (Classic, Hazelnut, Extra Rich, Less Sugar, Natural Cane Sugar, Coffee & Creamer, Salted Caramel, Coconut). The company also operates a franchise network of kopitiam-style cafés across Malaysia serving the same white coffee plus tea, noodles, dim sum, nasi lemak, and freshly baked bread, with franchisees paying fees and receiving comprehensive operational support.

Product overview

OLDTOWN White Coffee is a Malaysian coffee brand offering a portfolio of instant white coffee products under the OLDTOWN White Coffee line and Kopitiam Creations sub-brand. The core product is the signature 3-bean blend (Arabica, Robusta, and Liberica) Ipoh White Coffee, available in multiple variants including Classic, Hazelnut Flavoured, Extra Rich, Less Sugar, Natural Cane Sugar, Coffee & Creamer, Salted Caramel, and Coconut Flavoured. The Kopitiam Creations line offers Asian-style kopi products like Smooth Roast Kopi Less Sugar. Products are sold as retail instant coffee sachets (13s, 15s, 18s sticks) through e-commerce platforms (Lazada, Shopee) and franchise F&B outlets across Malaysia.

Differentiator

Problem solved

Functional benefit

Products and services

• OLDTOWN White Coffee Classic
• OLDTOWN White Coffee Hazelnut Flavoured
• OLDTOWN White Coffee Extra Rich
• OLDTOWN White Coffee Less Sugar (30% Less Sugar)
• OLDTOWN White Coffee Natural Cane Sugar
• OLDTOWN White Coffee Coffee & Creamer
• OLDTOWN White Coffee Salted Caramel
• OLDTOWN White Coffee Coconut Flavoured
• OLDTOWN Kopitiam Creations Smooth Roast Kopi Less Sugar
• OldTown White Coffee Franchise Programme

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

One partnership is on record.

• Jacobs Douwe Egberts (JDE)parent companyOthersJACOBS DOUWE EGBERTS RTL SFM MY SDN. BHD. (Company Registration No: 199901006336 (481236-P)) is the parent company/owner of OldTown brand. OldTown is one of the JDE brands including L'OR, MOCCONA, and SUPER. JDE handles privacy policy and company operations for OldTown.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Zus Coffee: Malaysian-grown coffee chain operating similarly positioned F&B outlets and packaged retail coffee products across Malaysia. Directly comparable in business model — franchise + retail packaged SKUs serving Malaysian coffee consumers — and competes in the same mid-market segment.
• San Francisco Coffee: Malaysian coffee chain with similar franchise model and kopitiam/cafe hybrid positioning. Comparable on local brand heritage, domestic footprint, and mid-market price tier in the Malaysian coffee shop category.
• Common Ground Coffee: Malaysian coffee chain operator competing for the same urban cafe traffic and franchise operator pool. Comparable on F&B concept (specialty coffee + food) and franchise-driven unit growth within Malaysia.
• Ah Huat White Coffee: Malaysian instant white coffee brand with directly overlapping product category (3-in-1 instant white coffee sachets). Head-to-head competitor on retail shelves, supermarkets, and online marketplaces across Malaysia and Southeast Asia.
• Trung Nguyen Legend: Vietnamese coffee manufacturer and chain operator with branded instant and ground coffee products plus cafe operations. Comparable as an Asian-origin coffee manufacturer with both packaged retail products and a coffee shop network serving regional consumers.

Broad incumbents

• Starbucks Malaysia (Berjaya Food): Operated by Berjaya Food in Malaysia, Starbucks is the dominant global specialty coffee chain with extensive Malaysian store coverage. Competes for cafe traffic and consumer spend, but as a global premium brand it sits at a higher price tier than OldTown's kopitiam positioning.
• Coffee Bean & Tea Leaf: Regional specialty coffee and tea chain with established Malaysian presence. Comparable on cafe format and coffee-led menu, but operates as a broader international brand rather than a local heritage product like OldTown.
• Nescafé (Nestlé Malaysia): Nescafé is the dominant global instant coffee brand sold across Malaysian supermarkets and convenience stores. Direct competitor in the sachet/instant coffee category with significantly larger scale and marketing budget.

Regional players

• Highlands Coffee: Vietnamese coffee chain and packaged instant coffee brand with a strong domestic footprint in Vietnam. Comparable as a regional Asian coffee brand combining cafe operations and retail packaged products, though geographically focused on Vietnam rather than Malaysia.

Others

• MOCcona (JDE Peet's): Sister brand under the same JDE Peet's parent company, sold across Asian retail channels. Directly comparable on parent ownership and product format (instant/ground coffee), positioning as a portfolio sibling rather than direct competitor in Malaysia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/OldTownWhiteCoffeeMalaysia
• TikToktiktok.com/@jde_worldofcoffee
• Instagraminstagram.com/oldtownwhitecoffeemy
• Xx.com/OldTown_WCoffee

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about OldTown White Coffee