Scott’s “Kalori Kurang, Raya Lebih Riang” campaign successfully promoted its healthier indulgence strategy, resulting in reduced calorie intake by up to 6 million calories at three Ramadan bazaars.
The campaign highlighted the use of Scott Calorie Absorb Kitchen Towels as calorie absorber in fried food and to promote healthier eating habits during the fasting months.
The three Ramadan bazaars namely Bazar Ramadan Stadium Shah Alam, Bazar Ramadan USJ 4 and Bazar Ramadan Dato Keramat AU1 were selected as venues for the campaign throughout the fasting month, where Scott distributed 49,040 sheets of its Scott Calorie Absorb Kitchen Towels.
Each sheet can absorb about 127 kilocalories (kcal) which equates to more than one teaspoon of excess oil, therefore, eliminating an estimate of up to 6,228,080 kcal from delicacies like keropok lekor, cucur udang and ayam goreng.
“What these numbers really demonstrate is that making simple but practical modifications to how we enjoy our foods can have an enormous collective impact,” said Scott marketing manager Yap Li Vern.
“Our ‘Kalori Kurang, Raya Lebih Riang’ movement showcases a straightforward method that helps to improve the nutritional profile of dishes without significantly altering cooking or eating habits,” she added.
Scott partnered with Ramadan bazaar vendors who incorporated Scott Calorie Absorb Kitchen Towels into their food preparation and serving processes. Before serving customers, vendors dabbed the freshly cooked dishes with the towels to absorb the excess oil, taking away the unwanted calories, without diminishing the flavour.
In response to the growing national concern about rising obesity rates, with Malaysia having the highest obesity rate in Southeast Asia, Scott has launched the initiative to reduce oil consumption by reimagining a household kitchen staple as a practical health tool.
Scott’s pioneered approach to promoting Malaysian culinary traditions is empowering Malaysians with effective methods to indulge more healthily.
The launch campaign goes beyond Ramadan bazaar takeovers. In the spirit of Ramadan and Hari Raya celebrations, shoppers who spend a minimum of RM60 in a single receipt on any participating products of the Kimberly-Clark Nationwide Raya Promo, including Scott Calorie Absorb Kitchen Towel, will receive a 2-tier ceramic dessert stand.
Meanwhile, those spending at least RM20 in a single receipt can participate in a contest to win a gold bar worth RM50,000. The promotion ends on April 15, 2025.
