Oh My Goodness!, a food company focused on great tasting and better-for-you gluten-free food has brought a lineup of gluten-free, dairy-free and refined sugar-free products to stores in Malaysia in an exclusive partnership with The Food Purveyor (TFP). Seven of its products are now available in 12 stores across 3 TFP brands – Village Grocer, Ben’s Independent Grocer and BSC Fine Foods – where customers can finally experience what has been called some of the most delicious gluten-free products available in the market.
Established almost 10 years ago, Oh My Goodness! is the only Halal and ISO22000-certified food company in the region with an exclusively gluten-free facility. The brand’s entry into the Malaysian market is in line with the company’s overall mission to make good gluten-free, dairy-free and other free-from food more available and accessible in the region.
Speaking during the launch, Ramya Ragupathi, Founder and Director at Oh My Goodness! said, “I started struggling with food sensitivities in my thirties and very quickly realised I wasn’t alone. Yet back then, there wasn’t anything in the market that tasted good or had great texture or mouthfeel; anything gluten-free on the shelves was also full of additives or high in sugar. I knew in my gut there just had to be a better approach to gluten-free food, one that would buck these trends and overcome the bad rap that gluten-free food often received, while delivering health benefits and maintaining a scrumptious eating experience all at once. And as they say, the best way to get something done is to do it yourself.” Indeed, Oh My Goodness! is the culmination of Ramya’s own health and wellness journey resulting in an intrinsic understanding of her customers and their needs and in turn, a delectable range of products.
Celiac disease – the autoimmune disease pertaining to gluten-intolerance – affects 1% to 2% of populations where wheat forms a staple part of the diet and has driven the development of what Ramya terms “Gen 1” gluten-free food since the 1960s. The current explosive demand for better gluten-free food, however, is being driven by ‘non-Celiac gluten-sensitivity’, an underdiagnosed affliction increasingly affecting vast groups of individuals across the world – including Asia.
In Malaysia, consumers are becoming better informed and more aware of the quality of their food intake and the impact it has on their overall well-being. The local launch of Oh My Goodness! is therefore a timely addition to the Malaysian retail market, closely aligning with the burgeoning demand for gluten-free and healthier food options across the country.
Commented Kok Kian Kee, CEO of The Food Purveyor. “The healthy food segment has definitely gained significant traction since the COVID-19 pandemic and we have seen consistent double digit growth year-on-year.
“The Food Purveyor has always prided itself on bringing the best choices from around the world to Malaysia, and having the best variety on our shelves to cater to all dietary needs. When we sampled Oh My Goodness!’s gluten-free products, we immediately knew they’d be a hit with our shoppers. Our partnership with Oh My Goodness! brings a completely new level of quality to our free-from range, specially for customers of Village Grocer, BIG and BSC Fine Foods who are seeking just that.”