EB Group of Companies, Malaysia’s leading Halal frozen food supplier, has introduced EB Kranch, a new line of air-fryable frozen products. Nine of the eleven new products are now available to Malaysian consumers, with six already on shelves in Singapore.
EB Kranch products are specifically crafted for air-frying, delivering the perfect juiciness and crunch every time. The company aims to elevate EB Kranch to the number one brand of air-fried frozen products among all households.
EB Kranch’s focus on oil-free cooking and a short cooking time aligns with ESG’s goals of promoting energy efficiency and reducing environmental impact.
The EB Kranch product range includes :
- Malaysia market: Chicken Kaarage, Cheezy Chicken Meatball, Mini Cheese Sticks, Tempura Chicken Nugget, Cheezy Chicken Nugget, Original Popcorn Chicken, Alaska Pollock Finger, Alaska Pollock Patty and Flower Cheese Tofu.
- Singapore market: Alaska Pollock Finger, Mini Cheese Sticks, Crispy Shrimp Ball, Alaska Pollock Patty, Flower Cheese Tofu and Handmade Fried Fish Bean Curd.
EB Kranch is available at FairPrice and Sheng Shiong in Singapore. In Malaysia, EB Kranch will be available to consumers at Aeon Big, Aeon Max Value, Aeon, Mydin, TF Value-Mart, Billion and more.
EB is capitalising on the rising popularity of air fryers. While many processed food manufacturers have adapted their products for air frying, few have prioritized air frying in their marketing and communications.
EB’s focus on air frying will require increased R&D efforts to optimize their products for this cooking method. The company can learn from South Korean companies, which are leaders in the air-fryer market. The growing popularity of air frying may also encourage other food manufacturers to introduce air-fryer-friendly condiments.
