Spotlight on a silver SIAL Innovation award winner: MusaWa Puffs

From 21 to 23 July, Food & Drinks Malaysia by SIAL will return to MITEC Kuala Lumpur as a key meeting point for the ASEAN food and beverage community. As part of the wider SIAL Network, the show connects regional markets with food industry sectors and global food innovation trends. The event provides a structured platform for product discovery, business exchange and industry insight across Southeast Asia’s fast-evolving food and beverage sector. designed to address sustainability, innovation and evolving consumer expectations.

A central highlight of Food & Drinks Malaysia by SIAL (FDM) and other SIAL Network food exhibitions is the SIAL Innovation competition, which spotlights the most innovative products presented at the show. Selected finalists benefit from recognition by an expert jury, dedicated promotional visibility and international exposure through the wider SIAL Network, offering a powerful springboard for brand development. 

Why did you decide to participate in FDM 2025, and what did you take away from the show?
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We decided to participate in Food and Drinks Malaysia by SIAL 2025 because we see it as Southeast Asia's premier platform for food innovation. For a new start-up like ours, it was a crucial opportunity to showcase our products and brand to a global audience, connecting with over 18,000 trade visitors, 500 exhibitors, and potential partners from 60 countries. The event's focus on strategic partnerships and future-ready solutions aligned perfectly with our business goals.
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The key takeaway from the show was the invaluable insights into global industry trends, particularly in sustainability, technology, and evolving consumer preferences. High-impact forums and networking activities allowed us to engage with industry and business leaders, exchange knowledge, and forge new business relationships. We gained a better understanding of the market landscape and found new inspiration to drive innovation.

You won the Silver SIAL Innovation Award for your MusaWa Puffs. Could you explain the story behind this product and its innovations?
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We are truly honored to have received the Silver Award for MusaWa Puffs at FDM 2025. This is a testament to our team’s dedication and our core belief that tradition and innovation can create something truly special.
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Musarium’s dedication to research and innovation within the food science and nutrition industries means that we work closely with Thai farmers, encouraging sustainable practices while infusing creativity and innovation into every endeavor to generate maximum profit for all involved. Musarium believes in bringing a smile to every face, from happy farmers to happy consumers.

What do you believe has been the key to Musarium’s success?

Musarium's success stems from its all-around approach to innovation. It focuses on three main areas: 

1. Sustainable sourcing and farmer collaboration: Musarium collaborates closely with Thai farmers to support sustainable practices, ensuring a consistent supply of high-quality ingredients while benefiting the local community. 

2. Health benefits: The company invests in food science and nutrition research, enabling it to develop products such as MusaWa Puffs, which are healthy, offering advantages such as gastric ulcer protection, prebiotic activities from resistant starch, and blood sugar control. 

3. Joyful innovation: Musarium infuses creativity and meaning into its products. By reinventing a popular local ingredient and emphasising "Joyful Nutrition," we forge an emotional connection with consumers while providing a delicious and healthy product. This blend of social responsibility, scientific research, and creative storytelling is central to Musarium success.

Have you noticed an impact since winning the award?

Since we received the Silver Award, our company has changed significantly for the better. The FDM 2025 recognition has helped our young company by making our brand more well-known. We have gained attention from the media and social media, not just for MusaWa Puffs but also for our goal of helping local farmers and promoting sustainable practices. The award has opened many partnership opportunities, leading to discussions with distributors, retailers, and even international buyers who want to bring our healthy snacks to new markets. We have seen more inquiries and orders for the MusaWa Puffs. The award has increased our product's credibility, helping us stand out in a competitive market and significantly boosting our sales.

Do you have any upcoming launches, sustainability projects, or partnerships to share?

We are a startup dedicated to conducting ongoing research in food science and nutrition. Our focus has been on developing food products using Namwa bananas and other local Thai ingredients. Our products will soon be consistently available on the market. We are committed to food sustainability by optimising agricultural products in accordance with the BCG Economy philosophy. Additionally, we are addressing the global challenge of creating foods that cater to the needs of a world facing the spread of noncommunicable diseases and an aging population. Currently, we are focused on developing snacks suitable for the elderly, named MusaWa Bites,” helping them maintain their physical and mental health, and allowing them to enjoy eating without guilt or concern for future health issues.

Will you be participating again in Food & Drinks Malaysia by SIAL?

Yes, we plan to participate in the FDM again. Our experience in 2025 was incredibly valuable, and the Silver Innovation Award for MusaWa Puffs confirmed that this is a vital platform for our company. Staying ahead of global food trends is crucial to our mission. We will use FDM as a platform to learn from industry experts and discover the latest advancements in food science and consumer behaviour.