S&P Santan launches Pro at Maha 2026

KUALA LUMPUR: S&P Industries Sdn Bhd unveiled its new S&P Santan Pro brand at the Malaysia Agriculture, Horticulture and Agrotourism Exhibition (Maha) 2026. The launch, paired with a nationwide marketing push called S&P Santan Kita, Santan Malaysia, highlighted the brand's refreshed identity and product positioning centered around the slogan Lebih Pekat, Lebih Aroma.

The event celebrated santan's vital role in Malaysian cuisine while aiming to deepen consumer connections via food, music, cultural experiences, and togetherness. Agriculture and Food Security minister Datuk Seri Mohamad Sabu attended the launch, alongside S&P Industries chairman Datuk Mohd Ibrahim Mohd Nor and representatives from Mardi Corp. S&P Santan Pro promises a creamier texture, stronger coconut aroma, and dependable cooking outcomes, all while free of cholesterol.

Marketing director Jessi Choong explained that the campaign aims to introduce the company's century-long coconut know-how to Malaysian consumers. Though many shoppers might encounter S&P Santan for the first time at this launch, the brand's coconut know-how has been honed for decades behind the scenes. Malaysia's rich culinary traditions, from rendang to desserts, all rely heavily on santan.

Renowned chef Datuk Wan and singer Wani Kayrie serve as the campaign's ambassadors, with Nut delivering a live cooking demonstration and Kayrie performing in the official music video. The launch featured Santan Pro demonstrations, tastings, and "Rewang Rakyat," a community cooking event where the public and celebrity chef Wan prepared Malaysian dishes together using S&P Santan Pro.

Contestants could win up to RM80,000 in prizes. Maha 2026 ran from August 28 to September 6, giving S&P Santan a chance to engage with consumers and demonstrate how the refreshed product fits into Malaysia's diverse food culture.