Case market. EATING RIGHT, NOT LESS, they

study: Amazin Graze


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Company Background


Graze is a healthy snacks brand since 2015 in Malaysia. Their handmade snacks
are using quality and healthy ingredients to bring out the freshness of the products.
The brand image bring out the fun and passionate in making the goodness of
healthy snack. The business is now growing to the Asian market. EATING RIGHT,
NOT LESS, they truly believe it because when come to healthy eating doesn’t mean
eat less is to eat right and enjoy in healthier alternatives. The company was founded
by Amy Zheng, Ching Yi Lee, and Sabrina How. (Sergio, M 2017).


Company Mission

the company aim to raise awareness of healthy eating to the Asian. Besides
that, the mission is also carried out to access delicious yet healthy treats
with affordable prices.


Company Vision

vision is to become a healthy brand for home pantry with a wide options in
selecting healthy snacks. Besides that, the company aim to increase the brand
across the South-East Asia.



The Idea

idea was formed is because Amy, an Australian, and 33 years old. She found that
the eating behaviour in Malaysia are not so healthy and hard to get the healthy
foods in public. Also, the shops use high prices to sell the nutritious foods
import from overseas make people cannot afford it and cannot access the general
public. After realising the lack of healthy foods in Malaysia, she started with
a small scale to test out her proposition. She met Ching Yi, a Malaysian, to build
Amazin’ Graze (Sergio, M 2017).


The Process

planned this business about 3 months and to try and test out different products
and flavour at their home kitchen. Their family and friends helped them to try
it out the flavours of product and hope the products can be sold well in market.
They first started to sell in small batches of the products in weekend market
which surprisingly reaches the market well.  In June 2015, online order and delivery
services had launched.

How, founder as well as an operation manager of the company, her jobs is to
work on the production and supply chain of the company. They rented a space to
build their first retail store at D7 Sentul in KL. Now, the team has grown to
20 people and the products are become so well known in the market and hit the
biggest sales which hit 800 packages of products per day. The business expanded
to Singapore and HongKong. (Majorie, C 2016).








Market / User Profile


primary target audience young and working adults at age 26-35. Amazin’Graze
target to provide very convenient and healthy tasty snacks to their audience
to motivates them.
The secondary target audiences are those
corporate businesses and healthy cafes. The corporate business/cafe provide
their products come with the Amazin’s product which can help to increase the
brand image of Amazin’Graze. 


People who are on diet
and don’t want to sacrifices the taste and practice a healthy eating habits.
Other than that, individual who hard to get healthy foods when having a busy


South-East Asia such as
Singapore, Hong Kong, Thailand, and Indonesia.



position itself in the Asia Market as a fun and taste amazing healthy snacks
brand. Their product serves as breakfast or consume as a snacks. Amazin’Graze
has successful to position itself by developing and making new flavours of the
products on every festival in Malaysia to meet the local taste which made
different and special than other competitors. Many consumers who are already
addicted to the products and loyal toward them. More customers also be
persuaded to try their products because the quality yet affordable price of the





than to selling healthy snacks, Amazin’Graze also share the information about health
and wellness to educate Asian including healthy tips and recipes. In order to
meet the preference taste of Asian especially sweet and salty food, they create
varieties of flavours that inspired from the Malaysia culture foods such as
coconut, pandan, curry, tom yum, kaya, Gula Melaka, etc.

limited edition set developed on every seasons to attract more customers. For
example, products made from natural Chinese culture ingredients such as
chrysanthemum, longan and red dates for Chinese New Year, Rendang flavours for
Hari Raya, Christmas special, and etc. Every season has the theme with
consistency and beautiful packaging design. This make the products so special
to everyone than other competitors.

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