Malaysia’s QL Foods rolls out SuperQ chicken range to expand into value-added poultry

MALAYSIA – QL Foods Sdn Bhd, a Malaysian producer known for its surimi and fish-based products, is introducing a new processed chicken range under the brand name SuperQ.

The product line was launched during the Food and Hospitality Malaysia (FHM) 2025 exhibition and features halal-certified chicken sausages such as Chicken Sausage, Cheesy Chicken Sausage, Chicken Jumbo Sausage, and Cheesy Chicken Jumbo Sausage.

This marks the company’s entry into the value-added poultry category, a segment it sees as an avenue for expanding its protein portfolio beyond seafood-based offerings.

QL Foods’ move comes as it continues to grow its egg business, which focuses on supplying eggs from hens fed with natural feed and reared under strict veterinary and food safety measures.

According to the company, its decision to invest in processed chicken products aligns with ongoing efforts to diversify its operations while maintaining quality and safety standards across product lines.

Expanding beyond seafood

Based in Hutan Melintang, Perak, QL Foods operates from Malaysia’s largest fishing hub and has long been recognized as the country’s first vertically integrated surimi manufacturer.

The facility combines automated systems that handle both surimi and surimi-based products, allowing for streamlined production from raw material processing to finished goods.

The company sources its surimi from selected fresh marine fish and utilizes its research and development capabilities to create new formulations and expand product variety.

QL Foods was incorporated in 1994 as a subsidiary of QL Resources Berhad, a Malaysian agro-food group with a market capitalization of about US$350 million.

Since its founding, the subsidiary has grown into one of Southeast Asia’s largest producers and distributors of surimi and related products.

The introduction of the SuperQ range represents a strategic shift for QL Foods as it looks to strengthen its position in the broader protein market amid changing consumer preferences.

As the demand for convenient, protein-rich, and halal-certified foods continues to rise in Malaysia and across the region, the company’s diversification into poultry-based offerings is expected to support its next phase of growth.

Through SuperQ, QL Foods is seeking to extend its footprint beyond seafood while maintaining its long-standing emphasis on consistent production standards and food safety compliance.

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