Mondelēz International, home to iconic brands like OREO, Chipsmore, and Halls, had already secured its footprint in traditional retail. But to serve independent eateries, kedai makan, warungs, and local cafés, it needed a new approach.
That’s where Ninja Mart acted.
The Challenge: Reaching the Unstructured HORECA Channel
Despite widespread consumer demand, the HORECA segment in Malaysia remains:
- Highly fragmented with thousands of independent operators
- Difficult to penetrate at scale without a dedicated route-to-market strategy
- Distinct in purchasing behavior, requiring tailored offerings and pricing
For Mondelēz International, the challenge was clear: How to scale HORECA access efficiently without building an entirely new sales force or distribution model.
The Solution: A Strategic Partnership with Local Firepower
With a shared vision to reach more everyday Malaysians, Mondelēz International and Ninja Mart partnered to co-create a high-impact strategy tailored specifically for the HORECA channel.
1. Product Fit for Purpose
Working together, the teams curated SKUs that aligned with HORECA dynamics, focusing on:
- Compact pack sizes ideal for limited shelf space
- Impulse-friendly products suited for quick consumption
- Assortments based on real-world demand patterns observed in local eateries and cafés
2. Localized Intelligence
Ninja Mart’s regional sales data and retail insights allowed Mondelēz to:
- Fine-tune product assortments based on local consumption patterns
- Identify fast-moving SKUs and tailor regional promotions
- Align marketing and pricing to actual retailer needs
3. Plug-and-Play Market Expansion
Instead of building a HORECA-specific team from scratch, Mondelēz tapped into Ninja Mart’s existing infrastructure:
- An active, embedded salesforce with GT and HORECA experience
- A nationwide distribution network optimized for fast turnaround
- Retailer relationships that accelerated trust and sell-in
The Execution: From Plan to Activation
This partnership wasn’t just logistical — it was market-building at scale:
- Custom bundle deals designed for different regions
- Localized pricing strategies to suit small business margins
- In-store visibility support to enhance brand recall and drive sell-through
Together, the teams activated nearly 1,000 new HORECA outlets in just 3 months, establishing strong brand presence in high-traffic, high-frequency venues.
The Results: Real Growth, Shared Success
For Mondelēz International, the partnership delivered:
- Rapid, low-friction entry into a high-growth channel
- Increased visibility and sales of core products in new consumer environments
- Scalable model for future GT/HORECA integration
For Ninja Mart, it was a chance to:
- Expand capabilities beyond distribution into brand-building and sell-through support
- Leverage existing strengths in new, value-adding ways
- Demonstrate how agile partnerships can unlock new market potential
Conclusion: A Route-to-Market Redefined
This is what happens when two teams align on a single vision — empowering everyday businesses, expanding reach, and delivering results that matter.
HORECA isn’t just a channel — it’s a community.
And together, Mondelēz International and Ninja Mart are serving it better, faster, and smarter than ever before.
Looking to unlock new channels with speed and impact?
Partner with Ninja Mart for distribution that delivers.
