Yili Dairy’s Joyday ice cream has been available in Malaysia since 2023. Kajang-based Elitgo Sdn Bhd distributes the Joyday ice cream in the country. Yili’s halal-certified ice cream Joyday is produced in its Indonesian factory, which exports Joyday to various markets overseas including to the Philippines and Tanzania.
Right now, Joyday ice cream is available at selected grocery stores. At one of the grocery stores that sells Joyday, the freezer contains both Joyday ice cream and Cremo ice cream, which Yili also owns through the acquisition of Thailand-based Chomthana.
Joyday’s ice cream is unique and affordable, including pineapple- or corn-shaped ice cream sticks and mochi ice cream. The products sold in Malaysia are priced between RM 1.00 and RM 7.50 (tub).
The key to winning in the ice cream segment is distribution and the ease with which consumers can access the products. Joyday doesn’t promote itself in the local market, which has resulted in poor consumer awareness. Having an attractive program that incentivizes vendors to shift to Joyday can improve product availability.
The brand can also make its products available online, especially on food delivery platforms, to make Joyday more accessible to consumers who buy in bulk for party needs or stocking up on their pantries. However, it is still important to ensure there are more vendors selling Joyday in physical brick-and-mortar outlets and that Joyday’s Indonesian or Philippine models can be replicated here in Malaysia.
