1. BRINGING CENDOL AS
MALAYSIAN HERITAGE
DRINK TO THE WORLD
By:
G&G Dessert Products Sdn Bhd
07/04/09 1

2. Overview
 Establishing Cendol as a Drink to the World has
been our aim for many years. In this regard, the
establishment of Cendolah (brand name) reflects
the seriousness of G&G Dessert Products (G&G)
in pursuing its objective. G&G has been task to
further boost the Malaysian Heritage Food
agenda in terms of product development and
branding enhancement as well as commercial
and industry development.
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3. Overview
 Cendolah products and services are fast gaining
Malaysian recognition as heritage food. It sets a
new benchmark for food and beverage industry.
Cendolah has the potential to become a world
associated not only with product quality, but
also with international best practices throughout
the nation.
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4. Overview
 In this respect, G&G will continue to raise the
standards for food and beverage industry in line
with changing global trends building on the
existing Malaysian Halal Certification which is
already most widely recognized registered Halal
Logo in the world. This trend also needs to be
capitalised commercially, especially for economic
benefit of Malaysia, as the product has the
potential to be a lucrative and sustainable
industry.
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5. Overview
 In the spirit of co-operation and collaboration,
G&G will leverage and utilize existing Malaysian
know-how to build partnerships, around the
world and ultimately enable more people to
benefit from the positive attributes associated
with food and beverage industry. G&G welcomes
and will continue to support such collaboration
that will bring Cendolah benefits to the World.
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6. Food & Beverages – A Fast Growing
Global Industry
 Food and beverages is today among the world’s fastest
growing global industry with a built-in consumer across
the world. It is an emerging market force that is
attracting all Malaysian with its wholesome, hygienic and
contamination-free principles in food production.
Cendolah ultimately has a consumer almost nationwide.
 The interest and demand for Halal-certified products and
services continue to increase across local and global
markets, making Cendolah not just a Malaysian
obligation, but also a powerful market force. Cendolah is
emerging as the standard of choice for consumers in
many parts of Malaysia and the World.
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7. Cendolah – Good for Business
 Cendolah makes good economic sense. It is the answer
to many of the consumers’ concerns regarding the safety
and wholesomeness of products on offer. G&G offers
opportunities for government agencies, bankers,
companies, corporative, entrepreneur and individual to
join us and be part of us of this exciting emerging local
and global market force that is also likely to be one of
the fastest growing business arenas in the coming years.
 G&G Dessert Products Sdn Bhd has the ability, capacity
and strength to provide the best quality products. With
the experience, knowledge and expertise, we will build
our niche in the local and global food and beverage
market.
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8. Global Market Economy on Halal
Products
Halal Food Hub
 The global market value for halal food is estimated at
about US$547 billion a year. Recognizing this, many
countries are undertaking various initiatives to capitalize
on the growth potential. Malaysia, as a Muslim nation,
has the edge and is well positioned to be the hub for the
promotion, distribution and production of halal food and
non-food products. As the Malaysian Government is
focusing on increasing food production in the country as
well as making Malaysia an international halal hub, food-
processing companies can leverage on Malaysia’s
strength in halal certification and Government’s
promotional efforts to capture the halal market overseas.
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9. Global Market Economy on Halal
Products
 In the Ninth Malaysia Plan, Malaysia will be developed as
a center for the certification of halal products and the
Department of Islamic Development, Malaysia (JAKIM)
certification will be promoted worldwide.
 In addition, Malaysia will be positioning herself as the
reference center for trade and investment promotion of
halal products and services by designating Malaysia
International Halal Showcase (MIHAS) and the World
Halal Forum (WHF) as the international annual platforms
for halal trade and create opportunities for strategic
collaboration and alliances. Recognizing the potential of
the halal industry, the Government has established the
Halal industry development Corporation (HDC), as a body
to coordinate the overall development of the industry.
07/04/09 9

10. Global Market Economy on Halal
Products
Food Niche markets – Opportunities
 Currently, the key areas for growth and development in
the food processing industry in Malaysia are functional
food, convenience food, food ingredients and halal
food.
Convenience Food
 With changing lifestyle, convenience foods continued to
be the trend. In Malaysia, food manufacturers are
introducing new convenience foods with Asian recipes to
meet the additional interest in ethnic food. Convenience
foods produced in Malaysia are in the form of chilled and
frozen, home-meal replacements, ready-to-cook, ready-
to-eat and ready-to-drink meal.
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11. Promoting Malaysian Heritage Food
to The World
Special Heritage Food
 The National Heritage Department would step up
promotions of local food overseas to attract tourist to
the country. Some 500 local dishes listed under the
national heritage had been picked for promotions
abroad.
 Cendol is one of the local dishes listed. G&G Dessert
Products Sdn Bhd (G&G), a local company base in Johor
has the expertise and knowledge in food industry been
manufacturing and marketing instant cendol ready to
drink called “ Cendolah”. It’s a cordial drink (pati asli
cendol) without the noodles and other accessories.
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12. Promoting Malaysian Heritage Food
to The World
Special Heritage Food
 We still maintain the characteristic taste and aroma of
the drink. A mixture of santan, gula melaka and daun
pandan is the key ingredients that leave a savory taste
in our mouth that has made them so popular in Malaysia
for generation.
 By inventing Cendolah as an instant drink is an another
way to preserved the traditional way of cendol as one
of the special heritage food of Malaysia to the world.
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13. Promoting Malaysian Heritage Food
to The World
Special Heritage Food
 By modernizing and producing a quality product and
hygienic will definitely popularize Malaysia’s food
delights worldwide and create greater awareness and
acceptance about the country’s heritage, image and
revenue.
 Cendolah will also provide with a heritage branding and
help to boost business and tourism, giving a special
“oomph” to Malaysian restaurants overseas.
 Promoting Malaysia’s heritage food can indeed help
attract tourist just as they are drawn to visiting the
world’s heritage sites.
07/04/09 13

14. Outlook
 There can certainly be predicted a growing demand for
premium food items, which is indicated by the increasing
living standards and purchasing power of the modern
Malaysian population. The food service segment is also
interesting from the supply perspective. Competition is
not so much about branding but more on price as the
supply factor is based on bulk purchase. Apart from
widespread fast food chains, coffee bars, wine bars and
Western style cafeterias offer a wide range of pastries,
confectionaries, and snacks, including Western food
menus for lunch and dinner.
 In recent times there can be observed a trend towards
an organic sub-sector, which is expanding rapidly. As the
population is becoming more health-conscious due to
growing living standards and purchasing power, the
number of organic shops is expected to expand.
07/04/09 14

15. Outlook
 Even though the higher living standard has increased
the demand for fast food a change in food consumption
is expected due to increased awareness and social
progress in the coming years.
 Quality food products and low fat products will face a
higher demand because of the rapid increase in lifestyle
diseases, such as high blood pressure, heart problems
due to overweight and change in eating habits. In
Malaysia it is essential to be present in exhibitions in
order to promote food products. By this, we could
probably get the chance to meet the potential and right
contacts.
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16. CENDOL
Key Differences Between
Cendolah & Traditional Cendol
Cordial Cendol (concentrated)
Traditional Cendol
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17. The Product
 Cendolah is a cordial drink with a taste
of santan and gula melaka with the main
Ingredient will be gula melaka, santan,
pulut, kacang merah and sugar. This
cordial (concentrate) gives a good taste
which is better than the traditional cendol
in terms of consistency in taste and
hygienic. It can be served as hot or cold
drink.
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18. Cendolah – Pati Asli Cendol
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19. Cendolah – Nutritional Information
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20. Cendolah – Nutritional Information & Lab Test
07/04/09 20

21. Cendolah Halal Certificate & G&G SSM
07/04/09 21

22. Vision & Mission
Vision
To be known as Malaysian drink through out the World.
Mission
To create employment and establish state of art beverage
processing plant;
 To develop more Malaysian authentic food products to
gain commercial values;
 To attract tourist, promote local food products and 1
Malaysian concept;
 For all our teenagers to know the country’s history as
this way we can instill spirit of independence and love
for the nation;
 Social contribution to the nation and set exemplary for
other Malaysian to follow.
07/04/09 22

23. Objectives
 Sustain the integrity of the product as heritage of
Malaysia and Halal Certification process through a
constant review of the regulatory framework, standards
and audit processes.
 Develop the infrastructure for research and development
and training to enable those involved in food and
beverage production to stay abreast of global
developments in food and beverage technology and
management procedures
 Unify the national food and beverage market participants
to form the model for the establishment of global food
and beverage community
07/04/09 23

24. Objectives
 Facilitate domestic production of food and beverage
products through improved capacity and capability of
food and beverage industry
 Expedite the establishment of outlets to provide a
networked environment for greater efficiency in the
production and distribution of Cendolah
 Promote Cendolah as a Malaysian drink to the world
 Develop Malaysia’s global image as the producer of high
quality halal products
07/04/09 24

25. Branding & Promotion
G&G branding and promotion is base on developing
effective branding, marketing and promotional campaigns
for Cendolah as Halal product and Heritage food of
Malaysia is base on the following:
Branding: Creating as Halal Product and Heritage
Food of Malaysia
 G&G will develop a strong Halal brand product and
Heritage Food of Malaysia which link to the Halal
Development corporation (HDC) and Department of
Malaysian Heritage in creating local and global markets.
It will cover Cendolah as Halal drink, Heritage of
Malaysia and Malaysian Drink to The World.
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26. Branding & Promotion
Promotions: Enhance as a Malaysian Heritage Drink
Promotion Activities
 G&G campaign will run with branding efforts as
Malaysian Heritage Drink through the promotional
activities as food and beverage products from the
Malaysian Heritage Department and Tourism Board for
local and overseas market;
 Participating in the World Halal Forum and Malaysian
International Halal Showcase (MIHAS) to strengthen the
product as “Halal Malaysia”.;
 Several promotional programmes have been planned
which include Events, Media Campaign and advertising
on Cendolah for local and abroad.
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27. Promotional Activities – Gallery of Event
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28. Promotional Activities – Gallery of Event
07/04/09 28

29. Promotional Activities – Gallery of Event
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30. Malaysian Heritage Food to The World
100 makanan tradisi
Oleh SHANIKA ABDULLATIB
Santapan warisan bangsa ke persada
antarabangsa
National Heritage Department To Promote
Local Fare ( Bernama.com, 16 Mac 2009)
07/04/09 BUKAN sekadar popular, keistimewaan dan kepercayaan masyakat terhadap sesuatu makanan dapat 30
ditonjokan menerusi masakan. – Gambar hiasan

31. Malaysian Heritage Food to The World
07/04/09 Cendol 31

32. Special Heritage to Students
Wednesday March 25, 2009
Special heritage tour for students
By SALINA KHALID
STUDENTS from 18 secondary schools in the remote areas had a chance to learn about
the country’s national heritage thanks to the National Heritage Department.
Its commissioner of heritage, Profesor Emeritus Datuk Zuraina Abdul Majid, said it was a
unique opportunity for the students.
“We brought them to stay in Kuala Lumpur and took them to visit the museums, national
monuments and other national heritage buildings in the capital city.
“Hopefully they will share the information with their friends and everyone in their village,”
said Zuraina.
She said the programme, which was started in 2007, involved schools located in remote
places such as Sabah and Pahang. She said these students would be starting a heritage
club, back in their school, where they would share the information they obtained during
the visit with their peers.
“We want them to know that whatever they read in the textbooks are for real,” added
Zuraina. She said the programme would be extended to other schools in the country this
year.
She was speaking at the media briefing on the activities of the National Heritage
Department held at the Menara TH Perdana in Jalan Sultan Ismail recently.
Zuraina said the department would step up promotions of local food overseas to attract
more tourists to the country. She said some 500 local dishes listed under the national
heritage had been picked for the promotion.
“All the listed food will be shown in the department’s website in Bahasa Malaysia and will
be translated to other languages later on,” she said.
She added that the department would be going to London to promote the programme
before bringing it to other destinations. She also encouraged local restaurants to help
dissiminate information about these dishes and help promote them.
07/04/09 32

33. Thank You
G&G DESSERT PRODUCTS SDN BHD
53A, Jalan Impian Emas 6, Taman Impian Emas
81300 Skudai Johor. MALAYSIA
Tel: +6 (07) 5599 446
Fax: +6 (07) 5599 125
Email: fendy10@gmail.com
Website: www.cendolah.com
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