News: Lee Biscuits is reportedly closing its Johor factory after 92 years, marking the end of a longstanding presence in Malaysia’s snack manufacturing industry. The company is said to be exiting snack production to consolidate its assets and focus on its core holdings in rubber and palm oil operations. The closure is also reportedly expected to affect around 300 employees, who are set to lose their jobs.
Context:
A Long History, But A Niche Presence: Despite its 92-year history, Lee Biscuits occupies a relatively niche position in Malaysia’s biscuit market, potentially limiting its ability to compete at scale and making an exit from manufacturing a strategic consideration.
Strong Competition From Local Brands: Malaysian brands account for a sizable share of the country’s biscuit and cracker market. Lee faces competition from established local players such as Munchy’s, Hwa Tai and Julie’s, alongside numerous other brands.
Frequent Product Launches Keep Competition Intense: Malaysia’s biscuit market remains competitive, with brands regularly introducing new products and reviving popular flavours to attract consumers. Recent examples in 2026 include Munchy’s launching new cheese and chocolate crackers, Oreo introducing Gold Red Velvet and bringing back Choco Mint, and Julie’s launching its 100% real, crispy Salty Crackers.
[→ See full Biscuits & Crackers report for Malaysia]