Expanding Yupi’s Reach in Malaysia – A Strategic Collaboration Between Yupi, Delfi & Ninja Mart

In FMCG, brand strength is only half the story. Execution on the ground is what drives real impact. Yupi, a beloved gummy confectionery brand across Southeast Asia, partnered with Delfi, Yupi’s main distributor and Ninja Mart Malaysia to strengthen its distribution strategy. Through this three-way collaboration, the teams aligned on one shared goal: making Yupi more consistently available — wherever and whenever consumers are ready to buy.

The Challenge: Turning Popularity into Presence

Yupi’s products had high brand recall and growing consumer demand in Malaysia, particularly among families and children. But reaching every corner of the market wasn’t easy. The brand faced:

Inconsistent stock availability across retail points
Lack of a structured, scalable distribution strategy
Missed sales opportunities due to delayed replenishment

The opportunity was clear: How could Yupi, Delfi, and Ninja Mart come together to turn consumer demand into consistent, nationwide availability?

The Solution: A Winning Trio

By leveraging its tech-enabled platform, Ninja Mart ensured that the right products reached the right stores at the right time.

Execution & Collaboration

The collaboration wasn’t just operational — it was deeply strategic:

Supply chain coordination between Delfi and Ninja Mart ensured timely stock movement.
Field team integration allowed rapid response to retailer feedback.
Monthly performance tracking helped refine tactics and improve outcomes continuously.

This high level of coordination enabled faster, more efficient decisions that supported brand growth.

The Results: Yupi’s Accelerated Market Penetration

Thanks to this multi-layered partnership:

Yupi is now more widely available across both metropolitan and rural areas in Malaysia.
Retailer relationships have deepened, supported by regular visits and data-backed sales support.
Brand visibility has increased, resulting in better in-store placement and higher sell-through rates.

Conclusion: Beyond Distribution – Building Brands

At Ninja Mart, the goal goes beyond logistics — it’s about brand-building at scale. By aligning closely with Delfi and Yupi, Ninja Mart has helped transform a distribution gap into a growth opportunity.

This case highlights how collaboration, data-driven execution, and end-to-end visibility can drive results. For Yupi, that means ensuring every Malaysian — no matter where they are — can enjoy their favorite gummies, anytime.