Singapore’s Shnëdz Brings Plant-Based Protein Bites to Meat-Reducing Malaysia
Singapore startup Shnëdz is expanding internationally with the launch of Protein Bites, its range of plant-based meat snacks, in Malaysia.
As Malaysians cut back on meat and embrace plant-based alternatives, Singaporean food tech firm Shnëdz is looking to capitalise on this dietary shift with the launch of plant protein snacks.
The company has secured listings in supermarkets owned by retail group The Food Purveyor, headlined by Village Grocer, alongside The Food Merchant, Ben’s, and BSC Fine Foods.
It will roll out its Protein Bites range at 54 outlets across Malaysia next month, retailing for RM19.90 ($4.87) per 200g pack and marking its first expansion outside Singapore.
Shnëds views Malaysia as a launchpad for regional expansion
The plant-based protein range includes two Protein Bites in citrus and buffalo marinades. They’re made from a base of soy protein, which is blended with sunflower oil, maltodextrin, dextrose, spices, herbs and seasonings, among other ingredients.
The buffalo version contains 18.5g of protein and 9.1g of fibre per 100g, with only 0.9g of saturated fat, while the citrus variant has 16.6g of protein, 8.2g of fibre, and 1g of saturated fat.
Shnëdz is also rolling out chili sin carne protein tips, made with a similar recipe and boasting 18.3g of protein, 8.9g of fibre, and 0.9g of saturated fat per 100g.
The final product in the lineup is a protein nugget made from soy protein, wheat and rice flours, palm oil, cornstarch, and modified starch. This SKU delivers 16.8g of protein, 6.3g of fibre and 2g of saturated fat in each 100g serving.
The frozen range can be cooked in the oven, air-fryer or pan within minutes and is positioned towards a range of meal occasions, from meal toppers to main dishes to midnight snacks.
These products feature bright-orange, playful packaging with animated animal figures to appeal to kids, with Shnëdz targeting busy parents looking for convenient, healthy protein options. Given that it uses soy protein, the snacking range provides all nine essential amino acids.
The company said it selected Malaysia as its first international market due to its strong retail network, growing interest in protein-rich foods, and diverse consumer base. It sees the country as a launchpad for further regional expansion as it continues to develop products for both retail and foodservice customers.
Plant proteins gain ground in Malaysia amid health and food security worries
The launch comes as Malaysians increasingly turn to alternative proteins amid food security concerns, which are currently being compounded by El Niño. A 2024 survey revealed that 21% of these consumers were looking to limit their meat intake, especially when it came to beef (24%), lamb, pork and mutton (27%), with better cardiovascular health, weight loss, and improved digestion cited as the top three drivers.
Meanwhile, 89% of respondents from the country had heard of meat alternatives. And although only 19% were eating them regularly or once a month, two-thirds of people who had never tried plant-based meat intended to do so in the coming year. Among those who had eaten them before, 43% wanted to increase their intake.
These findings chimed with the results from a 2021 poll, which found that 47% of Malaysians were cutting back on meat and 41% were incorporating more plant-based foods. In fact, 56% were more open to adopting meat alternatives, with preferences for soy-based products at 37%, nuts and seeds at 24%, and beans at 13%.
That data was outlined in the government’s National Food Security Policy for 2030 released earlier this year, which seeks to build a more sustainable and resilient agrifood system. Its goals include boosting agricultural productivity, building systems that can withstand climate volatility, ensuring healthy diets for all, and creating inclusive livelihoods for locals.
Among the highlights of the policy is an introduction of an Eat Healthy, Go Local campaign to promote healthy domestic food options, the empowerment of food producers aligned with the UN’s Sustainable Development Goals, and support for local businesses manufacturing alternative dietary options.
Shnëdz isn’t the only overseas company that has brought its plant proteins to Malaysia. Indonesian startup Green Rebel Foods has an established presence in this country, and last year introduced its meat alternatives to over 200 stores of Zus Coffee, the nation’s largest coffee chain. Meanwhile, local firm Pure Mylk opened the region’s first dedicated innovation centre for non-dairy milk.
And with Malaysia’s crop yields at risk of falling by 8-10% this year thanks to El Niño, the government is now assessing the feasibility of cell-cultured foods like cultivated meat as a weapon against food insecurity.