Power Root Berhad recently launched the “Warung” brand by Alicafé and Alitéa. Alicafé and Alitéa is Malaysia’s Number 1 Tongkat Ali & Ginseng beverage featuring natural herbs in its signature “Tongkat Ali & Ginseng” series.
The Tongkat Ali and Ginseng Series (abbreviated as TAG) consists of the following coffee and tea variants:
- Alicafé TAG – Original, Original 20g, Extra Rich, Caramel and White Coffee
- Alitéa TAG – Tarik 30g and Tarik 20g
In his welcome speech, Dato’ Afifuddin bin Abdul Kadir, Co-Chairman of Power Root Berhad, expressed his delight that Alicafé TAG holds the mantle of the Number 1 Pre-Mixed TAG instant coffee in Malaysia. He said, “It is especially encouraging that the Kami nak! Kami nak! Kami nak… Alicafé! campaign in March has propelled the company to achieve 30% higher in its first quarter sales than the same quarter last year.
Dato’ Afifuddin also took the opportunity to announce the extension of Malaysia’s Number 1 artiste, Alif Satar’s contract with Power Root for another two years.
Power Root’s latest brand “Warung” by Alicafé and Alitéa boasts a series of traditional coffee and tea variants that are set to wow your taste buds with the irresistible taste and aroma of yesteryears – Smooth Taste, Great Aroma.
‘Warung’ ─ Exuding the Heritage of Malaysia
Unlike the TAG series, “Warung” does not contain Tongkat Ali or Ginseng, but instead brings back the most authentic flavours of yesteryears ─ “Just Like the Good Old Days” as its tagline says. Reminiscent of the beverages that were passed down from generations that used to savour these tastes from the ubiquitous “Warung” roadside stall, the new brand exudes the heritage of Malaysia.
At the press conference, Fairuz Misran, known for his uncanny impression of the late Tan Sri P. Ramlee, charmed the audience with his rendition of the “Warung” brand theme song Macam Dolu-Dolu. Fairuz Misran perfectly captured the voice and nuances of our beloved Tan Sri P. Ramlee and brought out fond memories to everyone present.
Power Root Berhad Co-Chairman Y.A.D. Tengku Dato’ Setia Putra Alhaj bin Y.A.M. Tengku Bendahara Azman Shah Alhaj said: “As a company founded in Malaysia, we hope to create a brand that honours our Malaysian culture, tradition and all Malaysians can relate to.” The “Warung” Brand is inspired by the beverages we used to enjoy at the warung (roadside stalls) back in our hometowns/villages when we were young. “I still can recall the Pak Cik who ran the stall brewing delicious coffee with all his heart using only fresh ingredients”.
The end of the press conference saw Power Root presenting two awards to their outstanding business partners ─ The Monumental Sales Growth Award to Speedmart99 and the Best Key Business Partner Award to Aeon Supermarket.
The Monumental Sales Growth Award was received by Simon Yong Kin Onn. The Best Key Business Partner Award was received by Cik Norsyazwanie Che Teh Merican.
Power Root Berhad Presents its New Chairman
Power Root Berhad also took the opportunity to introduce the appointment of Y.A.D. Tengku Dato’ Setia Putra Alhaj bin Y.A.M. Tengku Bendahara Azman Shah Alhaj as the Co-Chairman for the company. Y.A.D. Tengku Dato’ Setia Putra Alhaj bin Y.A.M. Tengku Bendahara Azman Shah Alhaj will work closely with current Co-Chairman Dato’ Afifuddin bin Abdul Kadir to steward the growth of the brands under the company namely Alicafé, Alitéa, Per’l, Extra Power Root and Oligo in Malaysia as well as in overseas markets such as Europe, the Middle East, Africa, China and Southeast Asia.
For more information on Power Root, please visit the www.powerroot.com.my.