Mamee-Double Decker Launches Corntoz Curry Boomz in Malaysia

Mamee-Double Decker has introduced 1 new flavour, Corntoz Curry Boomz, across Malaysia in September 2026. The release adds a local curry profile to its extruded corn snack line.

Retailers will carry the product under the marketing banner “Rasa Kari, Terus Boomz!” to capture impulse snack purchases in convenience and grocery aisles.

Local Flavour Formulation

The line blends Malaysian curry spices into an extruded corn base. Mamee built the campaign around the tagline “Kari dalam bentuk snek? Tak payah imagine dah”. Marketing frames the product as everyday comfort food turned into portable snacking.

Shelf-ready packaging targets younger shoppers at point-of-sale displays. Mamee relies on strong flavour intensity to stand out against potato and corn competitors.

Competitive Shift on Snack Shelves

Southeast Asian extruded snacks face pressure from regional brands and multinational giants. Adapting domestic curry recipes to the Corntoz format allows Mamee to defend its home market share without altering production lines.

Fast-moving flavour variations drive quick inventory turns for convenience stores and supermarket chains. Category fatigue remains a risk, however, as shoppers often try novelty flavours once before returning to salted or cheese staples.

Portfolio Expansion Strategy

This launch follows several domestic product experiments. Mamee partnered with ZUS Coffee in August 2026 on limited-edition nasi lemak products. That followed an April 2026 campaign for Mamee Monster So Crunchy featuring singer Iman Troye, and a November 2025 crossover between Daebak and Nongshim.

Supermarket buyers across Malaysia will track sales volumes through the final quarter of 2026 to decide whether Curry Boomz earns permanent shelf placement.