Beryl’s Launches 'Dubai Style' Chocolate At 30th Anniversary Roadshow
Local chocolate maker Beryl's is celebrating its 30th anniversary with the launch of its new Beryl’s Dubai Style Chocolate. The new product, which promises to deliver an authentic Dubai chocolate experience, is available in limited quantities exclusively at the Beryl’s 30th Anniversary Roadshow, happening at shopping mall 1 Utama from August 20-24.
Beryl's Strengthens Market Position Through Strategic Innovation And Retail Expansion
As Malaysia’s biggest local brand by market share and among the biggest overall, Beryl's is proactively navigating the market by combining innovative product launches with a strategic expansion of its retail presence. The introduction of the new Dubai Style taps into the global Dubai chocolate bar craze (which has propelled pistachio as one of the leading flavors in chocolae confectionery), and positions Beryl’s as a trend-aware, forward-thinking brand. The focus on pistachio and other trending flavors is a common thread among competitors as well. For example, Harriston Chocolate launched its own version of the Dubai Viral Kunafa Pistachio Chocolate earlier this year.
Beyond this latest product, Beryl's has been on a strong growth trajectory with a series of recent initiatives. The company's focus on expanding its retail footprint is apparent with new stores opening in key locations like Gurney Plaza, Alamanda in Putrajaya, and Sultan Abdul Aziz Shah Airport. These store openings provide new touchpoints for consumer interaction, further solidifying the brand's strength in Malaysia’s DTC space, which it dominates. Additionally, Beryl's has expanded its product portfolio with other unique offerings, including its Tiramisu Almond series in Durian, Mango, and Strawberry flavors, which cater to a variety of local tastes.
Beryl’s operates in a highly competitive market dominated by Cadbury, which holds roughly a fifth of the share. Cadbury retains their lead through continuous product updates, most recently with the launch of their new King Size bar recipe. Other major players like KitKat, Hershey’s, and M&M’s also maintain strong positions. KitKat, in particular, has been proactive with localized and creative launches, including the Pineapple Tart edition for Chinese New Year and a KitKat Dark Ice Cream made with Borneo cocoa. Similarly, seasonal and trend-driven products have become a key strategy for many brands. Premium names like Leonidas and Godiva frequently roll out limited-edition collections for occasions ranging from Easter to Christmas, while local brands such as Cocoraw have made waves with innovative offerings like Pisang Goreng chocolate. This fast-moving cycle of innovation from both global and local players reflects the market’s dynamic nature—and underscores the importance of Beryl’s latest trend-focused release.