Since 1928
Ha’ritage Brands Sdn Bhd traces its roots to the iconic LOONG NAM, the pioneer handmade biscuit shop established in 1928 on the enchanting Penang Island, Malaysia.
Founded by passionate bakers, it has seamlessly transitioned through three generations, always staying true to its origins. The rich history is embedded in each recipe, narrating emotional tales that make our biscuits uniquely delicious.
Embracing modernity, the new generation initiated the construction of a state-of-the-art biscuit manufacturing factory in Penang Science Park in 2020. By early 2021, the factory achieved international accreditations (GMP, ISO22000, HACCP, HALAL, MeSTI), reflecting our commitment to quality. The fourth generation, through diligent R&D, expanded the product line to include healthy, tasty, and trendy items such as granola and oat beverages. In the future, we will further invest in gluten-free rice crackers, snacks, energy bars, and more alongside the traditional favorites, ensuring both health and quality.
Rebranding
In a harmonious blend of tradition and innovation, LOONG NAM recently underwent a rebranding journey. The old logo and shop have transformed into a modern aesthetic, and with this evolution, the new identity, HA’RITAGE, was born. At Ha’ritage Brands, we take pride in our heritage while embracing the spirit of progress, crafting a diverse range of products that cater to both nostalgia and contemporary tastes.
Our Milestones
A Century of Crafting Quality Biscuits with Timeless Flavour
1928
LOONG NAM is founded, marking the inception of the first biscuit shop situated at 322 Penang Road, strategically positioned opposite the iconic Boston Bar in Penang Island, Malaysia.
1948
The second generation assumes leadership, steering the company’s growth and sustaining its heritage.
1982
A seamless generational transition occurs as the third generation takes charge, infusing new energy and innovation into LOONG NAM.
2001
A significant milestone is achieved with the establishment of the first retail shop in the prestigious Gurney Plaza, Penang, signaling expansion into mainstream retail.
2007
LOONG NAM undergoes a strategic relocation to Hutton Lane, a move that reflects the company’s adaptability and commitment to growth.
2019
A state-of-the-art factory is built at Penang Science and Halal Park, facilitating the company’s foray into the digital realm with the initiation of an online marketplace through its website.
2020
A pivotal year sees LOONG NAM relocate from Hutton Lane to its current bustling outlet at Chowrasta Market, one of the oldest and most vibrant markets in Penang Island. Simultaneously, operations transition to the new factory at Penang Science Park, reflecting a commitment to modernization.
2020
New biscuit manufacturing factory in Penang Science Park. Obtained GMP, ISO22000, HACCP, HALAL and MeSTI certification in 2021.
“Ha” (Derived from Hand)
Embodies the meticulous craftsmanship and personal touch that goes into everything we create. It signifies a hands-on approach, reflecting the dedication and warm-heartedness with which each product is crafted. At Ha’ritage Brands, we take pride in the artistry involved in our manufacturing processes, ensuring that every item is made with care and precision.
"Ritage" (Derived from "Heritage")
It is a nod to our rich heritage, symbolizing the storied history of our brand that spans nearly a century. It represents the legacy of quality, authenticity, and tradition that has been passed down through generations. Our commitment to heritage is not just about our past but extends to our ongoing journey, acknowledging the timeless moments that shape our brand’s identity.
The meaning of
Crafted with Love for Generations
Reflects our commitment to timeless, quality products that stand out for their authenticity and enduring value. It embodies our passion for craftsmanship and our dedication to making a lasting, positive impact for generations to come.
Our Vision
Empowering a new generation to embrace authentic, nutritious food effortlessly integrated into a harmonious, healthy and balanced lifestyle.
Our Mission
To establish a prominent Malaysian brand at the forefront of F&B manufacturing, prioritising health and well-being, and fostering sustainable growth in the global market.
Our Value
Integrity
Respect
Accountability
Unity
