Serba Wangi Sdn Bhd, the Malaysian rice producer and distributor, has expanded its household Jati beyond the rice bag into the snack aisle with Jati Chom Chom, a ready-to-eat rice puff snack made from local white rice.
Targeted at children, teenagers, young working adults and families, the brand offers a modern snacking experience with two flavors: Tomato and Cheese.
The product was launched at Old Malaya, Kuala Lumpur on June 6, 2026 by Raja Puan Muda of Kedah Che Puan Muda Zaheeda Mohamad Ariff.
The venue, a pre-World War II colonial heritage building, provided a strong Malaysian identity and nostalgic atmosphere for the launch, reflecting the brand’s direction of bringing local rice into contemporary, everyday format.
Che Puan Muda Zaheeda said innovations such as Chom Chom not only create new products, but also drive demand for local rice, supporting farmers’ incomes and strengthening the entire rice ecosystem.
“This is the true impact that we should celebrate, how innovation connects the entire rice value chain, from paddy fields to market.
“The steps taken by Serba Wangi reflect the courage to continue innovating while remaining grounded in the strength and heritage of the nation’s agriculture,” said Che Puan Muda Zaheeda.
Serba Wangi managing director Low Kok Kean said the product represents a key milestone for the company as it explores possibilities for rice beyond traditional consumption.
“By transforming local rice into a fun, light and flavourful snack experience, we aim to connect with a new generation of consumers while demonstrating how innovation can create fresh opportunities for familiar ingredients,” he said.
Meanwhile, Agriculture and Food Security Ministry secretary-general Datuk Seri Isham Ishak said that Malaysia’s agricultural sector future lies in innovation, branding, value creation and market expansion rather than focusing solely on raw production.
“I am very proud to share that Chom Chom has been introduced as ‘Malaysia’s First White Rice Snack’. This is a remarkable achievement.
“Products such as Chom Chom show how local rice can evolve beyond traditional consumption into a modern product with wider commercial potential,” he said.
The launch event featured interactive booths, a spectacular paddy-themed drone light show and fireworks, illuminating the Kuala Lumpur skyline near the KL Tower.
The rice puff snack is manufactured in a facility certified with Halal, HACCP and the internationally recognised ISO 22000:2018 food safety management standard, reflecting the company’s commitment to quality, consistency and food safety standards.
The product retails from RM1.99 for a 60g pack and RM3.79 for a 112g multipack, with final prices varying by outlet and promotion.
Serba Wangi’s Jati Chom Chom reimagines local white rice as a fun, affordable, and accessible snack for younger consumers, highlighting a continuous commitment to product innovation, quality and consistency.
