What Mamee Double-Decker (Malaysia) does

Mamee-Double Decker (M) Sdn Bhd is a privately held Malaysian food and beverage group founded in 1971 in Melaka by Datuk Pang Chin Hin and still controlled by the Pang family, with Group CEO Pierre Pang leading the business as of 2024. The company manufactures and sells a multi-brand portfolio spanning snack foods (Mamee Monster noodle snacks, Mister Potato crisps, Corntoz baked corn snacks, Double Decker crackers, Daebak Korean noodles), instant noodles (Mamee Basic, Mamee Chef featuring proprietary Mi Tarik springy-noodle technology, and Express Cup), bakery products (Tora Swiss rolls and layer cakes, Mamee Crackers, Thin Thin, London Roll), and beverages (Cheers carbonated and Asian soft drinks). Manufacturing is anchored by a solar-powered mega factory in Ayer Keroh, Melaka, with additional plants in Kuantan (beverages), Tangerang, Indonesia, and Yangon, Myanmar, plus a regional HQ and distribution hub in Subang Jaya.

The company operates a hybrid B2C and B2B business model. Consumer revenue is generated through one-time unit-priced sales of packaged goods across modern trade (AEON and other hypermarkets), convenience stores, traditional trade, e-commerce platforms (Shopee, Lazada, PG Mall), and a proprietary brand-experience store, Mamee Jonker House, on UNESCO heritage Jonker Walk in Melaka. B2B revenue flows through the dedicated Mamee Food Service division, which sells 100% Halal-certified culinary seasonings, Korean sauces (via the Shinsegae Mamee JV), and crushed-crisp ingredients to hotels, restaurants, cafes, caterers, and food manufacturers. Revenue is further augmented by brand-licensing and collaboration royalties from limited-edition partnerships with UNIQLO (UTme apparel), ASICS+SneakerLAH (SKYHAND OG sneaker), Budak Baek streetwear, and We Bare Bears, which monetize the Mamee Monster mascot IP.

Go-to-market is product-led, anchored on flavor innovation, seasonal and pop-culture limited editions (CNY, Squid Game, K-pop collaborations), and immersive retail activations. The company is ISO9000, ISO22000, and HACCP certified, with sustainability investments including rooftop solar and rainwater harvesting, and has won Deloitte Best Managed Companies (2021-2023) and HR Asia workplace awards (2023-2024). The Pang family retains full ownership control; no PE/VC investment or public listing is indicated.

Name

Mamee Double-Decker (Malaysia)

Legal name

MAMEE-DOUBLE DECKER (M) Sdn Bhd

Website

https://mamee.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

101–250 employees

Short description

Mamee-Double Decker is a family-owned Malaysian food and beverage group, founded in 1971 in Melaka, that manufactures and sells multi-brand instant noodles (Mamee Basic, Mamee Chef, Daebak), snacks (Mamee Monster, Mister Potato, Corntoz, Double Decker), bakery, and beverages (Cheers) to mass-market consumers across Malaysia, Indonesia, and Myanmar, with a dedicated Halal-certified HORECA food service division.

Ownership category

akta.pro rank

Product category

Snack Foods and Instant Noodles

NAICS

Food Manufacturing (311), Snack Food Manufacturing (31191), Other Snack Food Manufacturing (311919), Other Food Manufacturing (3119), Bakeries and Tortilla Manufacturing (3118)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000), Cookies & Crackers (2052)

akta.pro primary industry

Deli & prepared foods (retail/foodservice pack) manufacturing (AFAKAHAF)

akta.pro secondary industry

Soy Sauce, Tamari & Asian Condiments Manufacturing (AFAKADAF)

Keywords

• Instant noodles manufacturing
• Snack foods production
• Potato chips crisps
• Bakery products
• HORECA food service

Headquarters

HQ city

Malacca

HQ country

Malaysia

HQ region

Asia

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Consumer Packaged Goods (Snacks): Sale of branded snack products including Mamee Monster noodle snacks, Mister Potato crisps and chips, Corntoz, Double Decker, and Thin Thin through retail and e-commerce channels. Revenue is generated through one-time product transactions at mass-market retail and online marketplaces across ASEAN.
2. Instant Noodles: Sale of instant noodle products including Mamee Basic, Mamee Chef, Express Cup, and Daebak Korean ramen through retail, food service, and export channels.
3. Bakery Products: Sale of bakery goods including Tora Swiss Roll and Layer Cakes, Mamee Crackers, Thin Thin, and London Roll through retail and e-commerce.
4. Beverages (Cheers): Sale of Cheers carbonated soft drinks (Orange, Strawberry, Cream Soda, Grape, King Cola) and Asian non-carbonated drinks (Soya Milk, Grass Jelly, Soursop, Lychee, Chrysanthemum Tea) through retail and food service.
5. Food Service Division: B2B sale of culinary solutions to hotels, restaurants, cafes, caterers, and manufacturers. Products include Mamee Chef seasonings, Daebak Korean sauces (Bulgogi, Bibimbap, Gochujang, Tteokbokki, Fried Chicken batter mixes) and Mister Potato crushed crisps. Division is 100% Halal certified.
6. Brand Collaborations and Licensing: Revenue generated through brand licensing and co-branded product collaborations including Mamee Monster x UNIQLO, Mamee Monster x ASICS+SneakerLAH, Mamee Monster x Budak Baek streetwear, and other limited-edition partnerships.

Pricing tiers

Go-to-market motion4 records

Distribution channels8 records

Marketing channels10 records

Core offering

Mamee Double-Decker manufactures and sells branded snack foods, instant noodles, bakery products, and beverages under a multi-brand portfolio including Mamee Monster, Mister Potato, Corntoz, Double Decker, Mamee Basic, Mamee Chef, Express Cup, Daebak, Tora, Thin Thin, London Roll, and Cheers. The company operates manufacturing facilities in Malaysia, Indonesia, and Myanmar and distributes through modern trade, convenience stores, traditional trade, e-commerce marketplaces, and export channels. A dedicated Mamee Food Service division supplies Halal-certified seasonings and Korean sauces to hotels, restaurants, cafés, caterers, and food manufacturers.

Product overview

Mamee Double-Decker is ASEAN's most unique and exciting snack and beverage company, operating as a diversified food manufacturer offering multiple product categories. The portfolio includes snack brands (Mamee Monster noodle snacks, Mister Potato potato crisps, Corntoz corn snacks, Double Decker crackers, Daebak Korean noodles), instant noodles (Mamee Basic, Mamee Chef, Express Cup), bakery products (Tora, Mamee Crackers, Thin Thin, London Roll), beverages (Cheers carbonated and Asian drinks), and food service solutions (Mamee Chef seasonings and Daebak Korean sauces). The company also operates Mamee Jonker House as a tourist experience center in Melaka.

Differentiator

Problem solved

Functional benefit

Brands

• Mamee Monster: Malaysia's most beloved homegrown noodle snack brand featuring the iconic blue Monster mascot, known for crunchy noodle snacks in various flavors including Chicken, BBQ, Hot & Spicy, and Black Pepper.
• Mister Potato
• Corntoz
• Double Decker
• Mamee Chef
• Daebak
• Cheers

Products and services

• Mamee Monster Malaysia's homegrown crunchy noodle snack brand featuring the iconic blue Monster mascot, offering noodle snacks, Xtra Krunchy variants, crisps, and rice sticks in flavors including Chicken, BBQ, Hot & Spicy, Black Pepper, Cheese, Original, Sour Cream & Onion, Spicy Prawn, and Sweet Potato. Targeted at mass-market consumers across all age groups.
• Mister Potato Malaysia's favorite potato snack brand offering crisps, chips, and Syok Wave wavy chips in flavors including Sweet Potato Corn, Tomato, BBQ, Hot N Spicy, Himalayan Salt, Sour Cream and Onion, Honey Cheese, Fiery Fried Chicken, and Hot Squid. Targeted at mass-market consumers for everyday snacking occasions.
• Corntoz Baked corn snack brand crafted for avid snackers, available in Cheesy Pizza, Chilli Cheese, BBQ, and Hot & Spicy flavors. Targeted at mass-market consumers seeking a baked snacking option.
• Double Decker Classic cracker snack brand offering Prawn, Green Peas, and Hot & Spicy Prawn flavored crackers, launched in 1980 as one of Mamee's pioneer snack products. Targeted at mass-market consumers.
• Mamee Basic Classic instant noodle brand with springy noodles and rich authentic taste, available in Curry, Vegetarian, Duck, Vegetarian Curry, and Tom Yum bihun flavors. Targeted at mass-market consumers across Malaysia and ASEAN.
• Mamee Chef Premium instant noodle brand featuring rich broth, divine aroma, springy noodles made with proprietary Mi Tarik technology, and authentic Malaysian street food flavors including Curry Laksa, Creamy Tom Yam, Lontong, and Spicy Chicken Shiitake. Targeted at mass-market consumers seeking premium instant noodle experiences.
• Express Cup Grab-and-go instant noodle cup providing convenient on-the-go consumption with springy noodles and rich authentic taste in Curry and Tom Yam flavors. Targeted at consumers seeking convenient, portable noodle options.
• Daebak Korean instant noodle brand developed in partnership with Shinsegae Food, offering Ghost Pepper (multi-pack and cup), Classic Ramyeon (Kimchi, Seaweed, Rabokki, Seafood, Mushroom), and Spicy Chicken variants. Targeted at consumers seeking authentic Korean noodle flavors.

Quantifiable outcome

• Over 7 million influencer-led reach and more than 500,000 engagements for a single Squid Game-themed Mister Potato campaign
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor, flagship and core.

• Innity MalaysiaminorGTM or Marketing Partner · 1 March 2026Innity Malaysia served as the digital marketing agency for Mister Potato's Squid Game-themed immersive campaign at Sunway Pyramid mall. The campaign generated over 7 million influencer-led reach and 500,000+ engagements through hashtags #CabaranSotong and #MisterPotatoxSquidGame2.
• Dentsu Creative MalaysiaminorGTM or Marketing Partner · 1 January 2026Dentsu Creative Malaysia was the creative agency for Mister Potato's Chinese New Year campaign 'HORSE-H LIAO DRAMA,' which combined festive snacking with nostalgic kung fu cinema themes. The campaign introduced two limited-time chip flavors (La Zi Ji and Kam Heong Chicken) and featured three social-first short films parodying classic kung fu movie scenes starring local influencers.
• ASICS MalaysiaflagshipGTM or Marketing Partner · 1 October 2024ASICS Malaysia collaborated with SneakerLAH and Mamee Monster to launch the ASICS SKYHAND OG 'MAMEE MONSTER' sneaker — a limited-edition sneaker inspired by the iconic Mamee Monster noodle snack. The collaboration celebrates Malaysian culture and childhood nostalgia. Features include pale-yellow noodle laces, speckled midsole mimicking seasoning powder, and blue insole referencing the Blue Monster mascot.
• SneakerLAHflagshipGTM or Marketing Partner · 1 August 2023SneakerLAH is the local sneaker design agency that co-created the ASICS SKYHAND OG 'MAMEE MONSTER' sneaker with ASICS Malaysia and Mamee Monster. Bryan Chin is the founder of SneakerLAH. The brand has a history of Malaysian heritage-inspired sneaker collaborations including GEL-Kayano OG 'Nasi Lemak' (2019) and GEL-LYTE III 'Teh Tarik' (2022).
• UNIQLO MalaysiaflagshipGTM or Marketing Partner · 1 August 2023Mamee Monster x UNIQLO UTme collaboration — a fashion line of Mamee Monster t-shirts and tote bags sold at 5 UNIQLO display corners nationwide (Limbongan Melaka, Queensbay Mall Penang, Fahrenheit88 KL, Midvalley South Key JB, Sunway Pyramid Selangor). The collaboration was in its 4th edition as of August 2023.
• Shinsegae FoodcoreStrategic or Co-development Partner · 1 November 2022Daebak is a joint venture brand co-created between Mamee-Double Decker and Shinsegae Food. The venture develops Korean range sauces focusing on RTE (Ready to Eat), central kitchen, and HORECA channels, leveraging Shinsegae Food's authentic Korean formulations and Mamee's food service expertise. Shinsegae Food is a leader in South Korea's domestic food catering services for over two decades. The joint venture company is Shinsegae Mamee Sdn. Bhd., headquartered in Subang Jaya, Malaysia.
• The Good Crisp CompanyminorGTM or Marketing Partner · 1 April 2020Partnership branded as 'All Taste, No Guilt with The Good Crisp Company,' enabling cross-promotion of healthy snacking products between the two brands.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCEqTO2NrYDkZWq16ryppkyw
• Facebookfacebook.com/mamee.my
• LinkedInlinkedin.com/company/mamee-double-decker-m-sdn-bhd
• Instagraminstagram.com/mamee.my

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries10 records

Funding overview

Funding rounds

Investors

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 Mamee Double-Decker (Malaysia)