What Hup Seng Industries does

Hup Seng Industries Berhad (HSIB, klse:HUPSENG) is a Malaysian-listed investment holding company that manufactures and distributes crackers, biscuits, cookies, and beverage mix products through three wholly-owned subsidiaries: Hup Seng Perusahaan Makanan (M) Sdn. Bhd. (HSPM) handles manufacturing and exports under the Cap Ping Pong, Kerk, and Naturell brands; Hup Seng Hoon Yong Brothers Sdn. Bhd. (HSHY) manages domestic sales and distribution across Peninsula Malaysia via six regional branches, 80+ sales representatives and 9,000+ retail points; and In-Comix Food Industries Sdn. Bhd. (In-Comix), acquired in 2005, produces coffee and beverage mixes exported to 10+ countries. Production is centralized at a 317,995 sq ft facility on 7.8 acres of industrial land in Batu Pahat, Johor, supported by ISO 9001:2015, ISO 22000:2018, FSSC 22000, HACCP, GMP and dual-jurisdiction Halal certifications (Malaysian HAMS and Indonesian HAS).

The business sells exclusively into mass-market consumer channels at retail price points; no B2B pricing, contract or enterprise customer data is disclosed. Revenue is generated through wholesale/distributor channels for export markets and through HSHY's direct sales force plus traditional retail/wholesale channels domestically. The group's brands — most notably Cap Ping Pong Special Cream Crackers, which have won Monde Selection Gold and Grand Gold Awards annually since 1994 — target everyday household consumption rather than premium or niche segments. The company adopted a Dividend Policy in FY2009 distributing at least 60% of net profit after tax annually, signaling a mature, cash-generative capital return profile.

HSIB's customer base is highly diversified by design: tens of thousands of anonymous end-consumers purchase through 9,000+ domestic sales points, and export revenue is spread across 20+ countries (HSPM) and 10+ countries (In-Comix), primarily in Southeast Asia. There is no publicly disclosed customer concentration. Headcount is reported in the 1,001–5,000 range. The board remains dominated by the founding Kerk family — with Managing Director Kerk Chiew Siong overseeing operations alongside Chairman Kerk Kar Han and multiple family members in executive and non-executive director roles — supplemented by three Independent Non-Executive Directors providing audit, nomination and governance oversight.

Name

Hup Seng Industries

Legal name

Hup Seng Industries Berhad

Website

https://hsib.com.my

Company type

Public

Founded year

1991

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Hup Seng Industries Berhad is a Malaysian food manufacturer that produces and distributes crackers, biscuits, cookies, and beverage mixes under the Cap Ping Pong, Kerk, Naturell, and In-Comix brands through wholly-owned subsidiaries, serving mass-market consumers across 9,000+ domestic retail points and 20+ export markets.

Ownership category

akta.pro rank

Product category

Crackers and Biscuits Manufacturing

NAICS

Cookie and Cracker Manufacturing (311821), Bakeries and Tortilla Manufacturing (3118), Snack Food Manufacturing (31191)

SIC

Cookies & Crackers (2052), Bakery Products (2050)

akta.pro primary industry

Cookies, Biscuits & Crackers Manufacturing (AFAKAAAC)

akta.pro secondary industries

Crackers & Savory Biscuits Manufacturing (AFAKAIAJ), Cookies, Biscuits & Crackers (CRADABAD)

Keywords

• Cracker manufacturing
• Biscuit production
• Confectionery products
• Beverage mix manufacturing
• Halal certified food

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Crackers and Biscuits Manufacturing and Sales: The company manufactures and sells crackers/biscuits and confectionery food items through its subsidiaries HSPM and HSHY. HSPM produces products from its factory in Batu Pahat, Johor and exports to over 20 countries. HSHY distributes products locally through over 9,000 sales points in Peninsula Malaysia.
2. Beverage Mix Manufacturing and Sales: In-Comix Food Industries manufactures and exports coffee mix and other beverage products including Instant Coffee Mix, Ipoh White Coffee, Ginger Tea, and Nutritional Cereal Drink to more than 10 countries.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

Hup Seng Industries Berhad manufactures and sells crackers, biscuits, cookies, and confectionery food items through three wholly-owned subsidiaries: HSPM produces under the Cap Ping Pong, Kerk, and Naturell brands; HSHY distributes these products locally across Peninsula Malaysia; and In-Comix manufactures and exports coffee and beverage mix products. The company is one of the leading crackers and biscuits manufacturers in Malaysia, with products exported to over 20 countries and distributed domestically through more than 9,000 sales points.

Product overview

Hup Seng Industries Berhad is a food manufacturing company with a diversified portfolio of crackers, cookies, biscuits, and beverage products distributed across four main brands: Cap Ping Pong, Kerk, Naturell, and In-Comix. The company operates through three subsidiaries: Hup Seng Perusahaan Makanan (M) Sdn. Bhd. (HSPM) handles manufacturing of crackers, cookies, biscuits, and confectionery under the Cap Ping Pong, Kerk, and Naturell brands; Hup Seng Hoon Yong Brothers Sdn. Bhd. (HSHY) manages local sales and distribution across over 9,000 sales points in Peninsula Malaysia; and In-Comix Food Industries Sdn. Bhd. (In-Comix) produces coffee and beverage mix products under the In-Comix brand. HSPM exports to over 20 countries while In-Comix exports to more than 10 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Cap Ping Pong: Flagship cracker brand of HSPM, including the award-winning Hup Seng Special Cream Crackers. Since 1994, the Special Cream Crackers have won Gold and Grand Gold Awards from Monde Selection, Belgium.
• Kerk
• Naturell

Products and services

• Cap Ping Pong (HSPM Brand)

Quantifiable outcome

• Monde Selection Gold and Grand Gold Award since 1994 for Special Cream Crackers
• +1 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Mondelez International: Global snacks major (Oreo, Ritz, belVita) with crackers and biscuits as a core category. Comparable product technology and global scale; competes with Hup Seng via retail placements and brand investment across the region.
• Nestlé Malaysia: Diversified F&B incumbent with substantial biscuit exposure (Milo, KitKat, Maggi) and the manufacturing scale, R&D budget, and distribution depth that Hup Seng faces as a competitor in Malaysian retail and regional exports.
• Kellanova: Global snacks major (Pringles, Pop-Tarts, Cheez-It) with biscuits/crackers as a core category. Comparable product technology, large-scale manufacturing, and global distribution footprint that defines the competitive ceiling for Hup Seng.

Direct peers

• Julie's Manufacturing: Malaysian biscuit manufacturer best known for sandwich cream crackers and cookies. Direct competitor in the same cracker/biscuit category, with comparable Malaysian household-brand positioning and regional exports.
• Lotus Bakeries: Specialty biscuit maker (Biscoff, Lotus caramelized biscuits) operating in the same biscuits category with strong international brand premium. Comparable in product focus and global ambitions though at larger scale and broader geographic reach.
• Munchy Food Industries: Malaysian biscuit and cracker producer (Munchy's, Lexus) operating in the same product category with comparable mass-market positioning, halal-certified manufacturing, and Southeast Asian export presence.
• Mamee-Double Decker: Malaysian snack and biscuit manufacturer with overlapping product categories (biscuits, crackers, noodles, snacks) and similar distribution-led GTM in Malaysia and Southeast Asia. Direct domestic competitor in the same shelf-stable cracker/biscuit aisles.
• United Biscuits (Yıldız Holding): Major international biscuits and crackers manufacturer (McVitie's, Carr's, Jacob's). Operates in the same product category with similar manufacturing playbook and global distribution — a useful international scale benchmark.
• Hwa Tai Industries: Malaysia-listed biscuit and confectionery manufacturer with overlapping product portfolio (crackers, cookies, confectionery). Closely comparable in size, market, and business model — useful as a direct domestic benchmark.

Regional players

• Calbee: Leading Japanese snack and biscuit manufacturer with comparable product technology and Asian market positioning. Primarily competes in different geographies but is representative of Asian cracker/biscuit peers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/myhupseng
• LinkedInlinkedin.com/company/hup-seng-industries

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 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 Hup Seng Industries