How WonderBrew’s Halal-Certified Kombucha is Brewing Success in Malaysia’s Health Beverage Market
In conversation with Joseph Poh, co-founder of WonderBrew, who drew inspiration from his gut-healing journey to start the brand.
20 February 2025
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Photo Credit: WonderBrew
In Malaysia’s F&B landscape, securing the consumer’s trust in a health drink and long-term market viability requires a deep understanding of local preferences, regulatory requirements, and scalable growth strategies. WonderBrew Kombucha, a homegrown brand, has positioned itself as a dominant player by tailoring its products to Malaysia and achieving a critical milestone—the first local brand to be certified halal by Jabatan Kemajuan Islam Malaysia (JAKIM)—while also laying the groundwork for national and regional expansion.
Cracking the Halal Market
Malaysia’s F&B sector operates where halal certification is necessary for brands seeking widespread adoption. For WonderBrew, securing halal status was a strategic move to expand its reach beyond niche health-conscious consumers and into mainstream retail channels. Kombucha’s natural fermentation process often raises concerns about alcohol content, but WonderBrew adheres to stringent production standards to ensure its products remain within the permissible threshold of less than 1% alcohol. This move has proven pivotal in building trust and gaining access to a large, untapped Muslim consumer base.
“With halal certification, we’ve unlocked new retail opportunities and strengthened consumer confidence. Now, we’re stocked in establishments that require certified products, broadening our market reach significantly,” says Joseph Poh, WonderBrew’s co-founder.
Photo Caption: Team Wonderbrew with co-founder Joseph Poh (far left) | Photo: WonderBrew
A Brand Built for Malaysians, by Malaysians
Unlike Western kombucha brands that focus on internationally popular flavours, WonderBrew’s approach is distinctly Malaysian. The brand prioritises locally inspired profiles such as markisa (passionfruit), lemongrass, and pomelo, catering to palates that favour familiar, refreshing tastes. Additionally, WonderBrew sources many of its ingredients from local organic farms, supporting Malaysian agriculture while ensuring quality and sustainability.
“Kombucha has traditionally been perceived as an acquired taste, but we’ve adapted our flavour profiles to better resonate with Malaysian consumers. Our goal is to position it as an enjoyable lifestyle beverage as well as a gut-friendly drink,” Poh explains.
Strategic Retail and Expansion Plans
Currently, 60% of WonderBrew’s sales come from grocery retail, a channel the brand continues to prioritise. Its presence spans over 1,700 locations nationwide, including premium grocers and supermarkets. Moving forward, the brand is eyeing a broader entry into mass-market grocery chains to increase accessibility and affordability.
While kombucha remains the core product, WonderBrew is also exploring new categories to further penetrate Malaysia’s growing functional beverage market. With a strong belief in fermented wellness drinks, the company sees potential in Jun Tea—a honey-based probiotic beverage—positioning it against premium honey drinks like Manuka-based products while keeping it at an accessible price point.
“There’s a gap in the market we want to fill. Honey-based drinks are well accepted in Malaysia, and Jun tea offers a unique fermented take on it. We believe this category has strong potential, and we’re actively working on marketing, sampling, and promotional efforts to build awareness,” Poh adds.
Additionally, future product development could include coconut-based and yoghurt-based probiotic drinks, aligning with Malaysian taste preferences and the growing demand for gut-friendly beverages.
Photo Caption: Jun Tea offers a fermented take on a honey-based drink | Photo: WonderBrew
Photo Credit: WonderBrew
Scaling Through Partnerships
In a significant step toward scaling operations, WonderBrew recently secured a strategic investment from Loob Holding (the parent company of Tealive) marking a major shift in its growth trajectory. Loob’s 35% stake in WonderBrew signals an ambition to integrate kombucha into the mainstream beverage market. Leveraging Loob’s extensive experience and retail footprint, WonderBrew is poised for greater distribution efficiency, wider consumer penetration, and a stronger foothold in the region.
Poh said in an article in The Sun, that with Loob coming on board as a strategic investor at the right time, the company is ready for the next level of growth with a more structured regional expansion plan.
Looking Ahead
Founded in November 2018, WonderBrew began as Joseph Poh’s personal quest for a gut-friendly alternative to dairy-based probiotics. Today, the brand has carved out a strong presence across e-commerce and retail shelves, tapping into Malaysia’s growing appetite for functional beverages. With a sharp focus on millennial health trends, WonderBrew has strategically leveraged influencer collaborations, product placements, and emerging wellness spaces—like the rising pickleball scene—to cement itself as a go-to kombucha brand in the market. They recently clinched Bronze in the ‘Rising Star’ category at the Star Outstanding Business Awards 2024, which recognises emerging enterprises making a strong impact on Malaysia’s economy.
With a solid foundation in Malaysia and a strategic roadmap for regional growth, WonderBrew’s vision extends beyond being just a niche wellness brand. From strengthening its retail presence to developing new product lines and scaling through partnerships, the brand is well-positioned to cement its status as a key player in Malaysia’s evolving beverage industry.
Photo Credit: WonderBrew
Author: Priyanka C. Agarwal
Priyanka is a writer, editor and storyteller. Her words have appeared on the print and online pages of The South China Morning Post, SilverKris, Her World, The Michelin Guide, Time Out, and more. She has also created custom content for leading brands like Sentosa, Mediacorp Special Projects, Asia’s 50 Best, IKEA, and Meat and Livestock Australia. Her expertise includes food and drink, wellness, luxury and travel.
