Malaysian biotech firm launches its flagship halal-certified, low GI plant-based product GSure in Oman
MALAYSIA’S biotechnology company GoodMorning Global, known for its flagship product GSure—a low Glycaemic Index (GI) plant-based complete balanced nutritional formula—has officially exported the product to the Sultanate of Oman, further solidifying its influence and position in the global halal food market.
This marks a significant milestone for the group as GSure is also touted as the first low GI plant-based complete balanced nutritional functional beverage in the region.
GoodMorning Global chief executive officer Dr Charles Cheng Fang Chin expressed confidence in penetrating the Middle Eastern market and aims to increase the group’s international sales contribution to 30% within the next three to five years, with the Middle East accounting for 20-25%.
(Front row, from left) GoodMorning Global Group chief commercial officer Lee Eng Kwan, Cheng, Najeeb Saleh Al Bulushi, Lim, Faizal and GoodMorning Global Group chief operating officer Jordan Fong as well as esteemed guests during the official announcement ceremony.
Speaking at the launch ceremony of the first batch of GSure in the Middle East held at GoodMorning Global headquarters, Cheng emphasised the group’s vision of developing a sustainable ecosystem through novel biotechnology and healthcare, in delivering wellbeing to world population and creating values for shareholders.
“With the export of our products to the Sultanate of Oman, we aim to gradually tap into the market of the Gulf Cooperation Council (GCC) countries and establish cooperation with other Muslim markets worldwide in response to the Malaysia Madani Government’s active promotion of Malaysian halal food exports to the world,” he said.
The first container of GSure is set to enter Oman by mid-2024, representing the region’s first low GI plant-based cereal product, certified halal by Malaysia.
(Eighth from left) Lim, Najeeb Saleh Al Bulushi and Cheng alongside guests and the group’s board of directors and management team, are confident in the group’s expansion into the Middle Eastern market.
Anticipated to resonate with Middle Eastern consumers, the move was witnessed by the Minister Plenipotentiary and deputy head of mission of Oman to Malaysia Mohamed Najeeb Saleh Al Bulushi and Malaysian Bioeconomy Development Corporation Industry Development Division assistant vice president Dr Faizal Hamid.
Cheng highlighted the company’s commitment to world sustainability, unveiling a 50-year plan to contribute to the United Nations Sustainable Development Goals (UN SDGs)—particularly in eradicating hunger, ensuring food security, enhancing global nutrition and addressing climate change.
Datuk Dr Lim Sin Boon, the company’s founder and executive chairman emphasised that the Oman export marks the entry into the Middle Eastern market, foreseeing expansion across Gulf states.
With GSure pioneering the low GI plant-based nutritional formula in the region, rapid market penetration and exponential sales growth are expected.
Established 16 years ago, GoodMorning Global promotes plant-based alternatives through its proprietary biotechnology, mitigates greenhouse gases emission by shortening the industry supply chain, as well as invests in natural-based bioprocessed active ingredients to ensure food security for all.
