Lingham’s Chilli Sauce, the world’s finest multi-use condiment, today launched its latest campaign by unveiling Lingham’s branded cars that will travel nationwide to spread the awareness of its brand and engage the public. Seven branded cars were revealed to the public at the launch, which was held in Publika Shopping Centre in Kuala Lumpur. The vehicles are part of 24 cars that Lingham’s will deploy in Malaysia to spread its brand awareness this year.
Speaking at the launch press conference, Yeoh Jin Beng, Managing Director of Lingham & Sons (M) Sdn Bhd said, “The convoy will further strengthen our brand that has been around for over 100 years. Lingham’s is well-known worldwide and it is a great way to let Malaysians know that we plan to be around for much longer by engaging them through our convoy. All of the cars are painted in Lingham’s trademark colour, bright yellow together with our logo”.
The Lingham’s Convoy will drive to the parts of the state with heavy traffic to take maximum advantage of the number of people. Lingham’s is also looking to cast the net wider by targeting to convoy to neighbouring countries such as Singapore and Thailand.
“We will run concurrent contests on our Facebook page to engage the public which is set to begin this month, visiting one state at a time,” he added.
Lingham’s is aiming to draw the attention of the younger generation as well and share with them their range of unique and quality chilli sauces, which is one of the few brands in the world that uses only all natural ingredients. Lingham’s is a homegrown brand that sells its products in over 20 countries and continues to win fans the world over.
“We ultimately want our exotic, unique, versatile, sweet and spicy sauce to tasted by everyone in the world,” continued Yeoh.
Lingham’s was born in 1908 when it was started by an Indian national of the same name in Penang. The business was later sold to a Chinese family in 1945 after the Second World War and after a number of changes, the present company Lingham & Sons (Malaysia) Sdn Bhd was incorporated in 1971. Since then, it has maintained itself as one of the leading chilli sauce manufacturers in the country.
Formerly located in the Mak Mandin Industrial Area in Butterworth, Penang, it has recently moved its facility to Semenyih, Selangor. The new facility is much more modern, bigger and fully automated.
The exquisite flavour of Lingham’s Chilli Sauce stems from a secret and traditional recipe which has remained unchanged since 1908. Using only the finest, all natural ingredients comprising of red chilli, sugar, vinegar and salt, its products contains no preservatives, artificial flavouring or colouring, and no added starch. The chilli sauce is now a common household name in Malaysia and over 20 countries it is exported to.
Lingham’s constant efforts in stringent quality control procedures on their products have resulted in several variants of their chilli sauce in addition to their original recipe, namely Garlic and Ginger for the global market; and Ginger Garlic, Thai and Sri Racha for the export market. In the United States, Lingham’s Chilli Sauce is known as Lingham’s Hot Sauce.
These six variants also boast of 100% red chilli and natural ingredients and is Halal, US FDA and Vegetarian Society certified, and has over 60% of its production destined for the export market.