From Backyard Batch to Royal Souvenir: The Resurgence of Jenjarom’s Iconic Peanut Candy

KUALA LUMPUR — In the heart of Kuala Langat, a quiet revolution is taking place within a humble shop lot. What began as a nameless backyard operation in 1984 has been transformed into Heritaste, a flourishing brand that bridges the gap between traditional craftsmanship and modern commercial success.

The story of Heritaste is not just one of business growth, but of a daughter’s determination to preserve a family legacy that was once on the brink of fading into obscurity.

The business was founded over four decades ago by Tan Hook Heeng. For years, the operation was defined by the rhythmic thud of wooden mortars. Using traditional methods, Tan produced kacang tumbuk (pounded peanut candy) and kacang pipang (peanut candy). These treats were packed in simple, clear plastic bags without a brand name and sold primarily through wholesalers, eventually finding a modest market in Singapore.

However, by the early 2000s, the “backyard” business faced a crisis. As the founder aged and labor became scarce, production dwindled. The family faced a difficult choice: shutter the windows or find a new path forward.

Jennifer Tan Siew Lee, 37, a statistics graduate then working in the pharmaceutical industry in Kuala Lumpur, felt the weight of that decision.

“I once considered closing the business because things were becoming increasingly difficult, but my parents thought about the fate of our two long-serving employees,” Jennifer told Bernama. “If we closed, where would they go?”

The spark for reinvention came during a 2013 family trip to Taiwan. Observing how local snacks were elevated through storytelling and sophisticated packaging, Jennifer realized that her father’s product had a “branding” problem, not a quality problem. In 2014, she resigned from her corporate career to return to Jenjarom.

Alongside her brother, Jennifer spearheaded a complete overhaul of the family business. They invested in modern machinery to stabilize production while maintaining the authentic taste that had won over locals for decades. In 2015, they moved operations to a strategic shop lot near the Fo Guang Shan Dong Zen Temple, a major tourist hub during the Lunar New Year.

Under the new brand name Heritaste, the peanut candy was reborn. The simple plastic bags were replaced with elegant, contemporary gift boxes. This move proved successful; sales have surged by nearly 100% since the rebranding.

The brand’s prestige reached a new peak when the Tengku Permaisuri of Selangor, Tengku Permaisuri Norashikin, selected the kacang tumbuk as an official royal souvenir, cementing its status as a premier local delicacy.

While the original recipe remains the company’s backbone, Heritaste has not been afraid to innovate. To cater to modern palates and health-conscious consumers, they have introduced:

• New Flavors: Variations including Oreo and coconut.
• Health Options: A reduced-sugar version of their classic candy.
• Inclusivity: Pumpkin seed crackers for those with peanut allergies.

Despite the modernization, Jennifer insists that the heart of the business remains unchanged. “For us, the product is merely a medium,” she said. “Most importantly, when people enjoy simple snacks like this with family or friends, they can truly appreciate those moments of togetherness.”

Today, with a team of 18 local youths and a growing B2B and online presence, Heritaste stands as a shining example of how Malaysia’s traditional cottage industries can thrive in the digital age without losing their soul.