Kota Kinabalu: Malaysian homegrown fastfood chain SugarBun recently celebrated a milestone with the grand opening of its new SugarBun Express outlet at Lintas Jaya.
This reflects the brand’s 46th year in business and introducing an innovative new concept designed for modern consumers.
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The launching, attended by State Industrial Development and Entrepreneurship Minister Datuk Phoong Jin Zhe and industry stakeholders, shows the company’s evolution from a humble ice cream parlour in 1979 to one of Malaysia’s most recognisable food brands, now operating 96 outlets worldwide.
“SugarBun’s food is among my favourite. I have fond memories of my father taking me as a young boy to the SugarBun outlet in Centre Point Shopping Mall. I remember that the outlet was located on the ground floor at that time,” said Phoong, sharing his personal connection to the homegrown brand.
“I am happy to see that an outlet has been opened in Lintas Jaya. We must continue to support local brands like SugarBun that have grown from our own soil and represent the authentic taste of our State,” he added.
Meanwhile, Borneo Oil Berhad Managing Director cum SB Supplies & Logistics Sdn Bhd Director Datuk Joseph Ambrose Lee said the outlet at Lintas Jaya holds special significance as it marks SugarBun’s 46th year in business.
“From our humble beginnings as an ice cream parlour in 1979, to becoming one of Malaysia’s most recognisable homegrown brands, SugarBun has continually evolved with the times while remaining true to its roots, the authentic flavours of Borneo,” said Joseph who is also SugarBun franchisor.
The SugarBun Express concept is a strategic shift toward accessibility and convenience, offering a streamlined, compact model that serves as an entry point for aspiring entrepreneurs.
Located opposite the 24-hour Emart Supermarket, the Lintas Jaya outlet focuses on speed, value and convenience, catering to today’s on-the-go consumers with signature offerings including Pezzo Pizza by the Slice and SugarBun’s legendary Broasted Chicken with Savoury Rice.
“This streamlined concept is designed to bring our iconic food to high-traffic urban areas while offering an accessible entry point for aspiring entrepreneurs,” said Joseph.
The expansion comes as SugarBun continues its aggressive growth strategy across Malaysia and beyond.
The brand currently operates 85 outlets in Malaysia, with 60 in Sarawak, 18 in Sabah and seven in West Malaysia, 10 outlets in Brunei and one in Bangladesh.
Following the Lintas Jaya opening, SugarBun Express has also launched at V21 Residence at KKIP on July 18.
The company has announced plans for additional Express outlets in prime locations including Jalan Pantai in Kota Kinabalu town area, EG Mall in Inanam, Jade Residence in Bintulu, Bandar Permy Jaya in Miri and Petronas Sri Aman Junction near Kuching.
“Each new location reflects our commitment to bringing the SugarBun brand closer to communities across Malaysia, offering fast, affordable and high-quality meals where people live, shop, and work,” Joseph said.
The brand has also expanded its menu offerings with the nationwide introduction of Kolo Mee, Sarawak’s beloved noodle dish, positioning it as a quick, affordable and filling option that aligns perfectly with the Express model’s efficiency requirements.
In a move toward product diversification, SugarBun has entered the fast-moving consumer goods segment with Sabacco, a line of bottled hot sauces including the signature Momporok Chili.
The products feature chilis sourced from local farmers in Kunak, Sabah, supporting sustainable farming practices while empowering rural communities.
“Sabacco is more than just a condiment, it is our way of sharing the authentic heat and flavor of homegrown chilis, while giving back to the communities that grow our ingredients,” Joseph said.
The grand opening was attended by key figures including Dalton Ku, the franchisee of SugarBun Express Lintas Jaya and Cathy Ting, Regional Manager and Deputy General Manager of SB Supplies & Logistics Sdn Bhd, who have been instrumental in the outlet’s successful launch.
Despite facing challenges including economic slowdowns, rising costs, the pandemic and changing customer preferences, SugarBun has maintained its commitment to quality, innovation and community engagement throughout its four-decade journey.
“Though the journey has had its challenges, our commitment to quality, innovation and community has remained unchanged,” Joseph said.
“Let’s continue this journey together with pride, passion and a shared love for food, bringing the flavours of Borneo to our families, friends and all of Malaysia,” he added.
