S&P Santan launches Pro at Maha 2026

KUALA LUMPUR: S&P Industries Sdn Bhd has officially launched the new S&P Santan Pro, marking a new chapter for the brand alongside the launch of its nationwide campaign, "S&P Santan Kita, Santan Malaysia".

The launch took place at the Malaysia Agriculture, Horticulture and Agrotourism Exhibition (Maha) 2026, where the brand showcased its refreshed identity and product proposition centred on the promise "Lebih Pekat, Lebih Aroma".

The campaign celebrates santan's enduring role in Malaysian cuisine, while the company seeks to strengthen its connection with consumers through food, music, shared cultural experiences and togetherness.

The launch also saw a special appearance by Agriculture and Food Security minister Datuk Seri Mohamad Sabu, alongside representatives from Mardi Corp and the Maha organising team. 

S&P Industries chairman Datuk Mohd Ibrahim Mohd Nor said the launch marked an important milestone for the company, which has built its expertise in coconut-based products since 1983.

"We are proud of the foundation we have established since 1983, and today marks an exciting new chapter as we bring that expertise closer to Malaysian consumers," he said.

S&P Santan Pro is designed to delivery creamier texture, a more aromatic coconut taste and consistent cooking results, while being cholesterol-free.

Marketing director Jessi Choong said the new campaign was intended to bring the company's decades of coconut expertise to the forefront.

"While many consumers may only be getting to know S&P Santan today, our coconut expertise has been built behind the scenes for decades. We felt that now was the right time to bring that experience forward. 

"Malaysia has many cultures, many traditions and many different dishes, but santan is part of so many of the flavours we share and love," she said. 

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The campaign features renowned Malaysian culinary personality Datuk Chef Wan as its brand ambassador, alongside singer Wani Kayrie, who appears in the official campaign music video.

During the launch, Chef Wan also gave a live cooking demonstration and said santan played an important role in Malaysian cooking, from rendang, curry and laksa to kuih and desserts.

"What I like about S&P Santan Pro is its focus on what really matters in cooking — lebih pekat, lebih aroma, with consistent results," he said.

Meanwhile, Wani Kayrie brings a musical dimension to the campaign as S&P Santan's celebrity , with a music video that combines Malaysian food, dancing and multicultural storytelling. 

S&P SANTAN PRO AT MAHA 2026

At Maha 2026, visitors got to experience S&P Santan Pro through cooking demonstrations, product sampling and other activities.

The campaign was also brought to life through 'Rewang Rakyat', where Datuk Chef Wan joined other participating chefs and the community in the tradition of "merewang", which means preparing and cooking Malaysian dishes together using S&P Santan Pro.

Consumers also participated in the S&P Santan contest, which offered prizes worth up to RM80,000.

Maha 2026 ran from Aug 28 to Sept 6 and provided S&P Santan with a platform to engage consumers and showcase how its refreshed product fits into Malaysia's diverse food culture.

For S&P Industries, the launch aims to build greater awareness and relevance for S&P Santan among Malaysian consumers.