SWS enters kids’ nutrition market with chicken essence for infants as young as six months
KUALA LUMPUR: Malaysian wellness brand SWS has entered the children’s nutrition market with the launch of its new sub-brand, SWS Kids, marking its first move into early childhood dietary supplements.
The launch introduces a specially formulated chicken essence designed for children aged six months and above, which the company says is developed to provide a science-driven nutritional option to support early-stage growth and development.
With more than 48 years of heritage in traditional family nourishment, SWS said the expansion into children’s nutrition represents a major milestone in its evolution, combining Asian nutritional traditions with modern scientific approaches.
The launch also saw the opening of the first SWS Kids retail store, with Malaysian celebrity Lin Min Chen making a special appearance. She interacted with families and fans during the event and took on a symbolic “one-day store manager” role, serving chicken essence to visitors in a family-oriented activation.
SWS Kids Chief Executive Officer Kenny Sow said the brand aims to support modern parents seeking more structured and science-backed nutritional solutions for their children.
“We believe truly good nutrition should not only preserve tradition but continue evolving through modern science,” he said.
“Today’s parents are balancing busy lifestyles and caregiving responsibilities. Through SWS Kids, we want to be more than a nutrition brand. We aim to be a trusted parenting companion offering convenient and reliable nutritional support for children’s healthy development.”
The company’s first product, the SWS Kids Kampung Chicken Essence, is formulated for children aged six months and above and is marketed as Malaysia’s first chicken essence specifically developed for infants and young children.
According to the company, the product uses Malaysian kampung chicken and a low-temperature extraction process combining traditional double-boiling methods with modern nutritional science. It is produced without added salt or preservatives and contains a sodium level of 21mg.
SWS Kids said the formulation is intended to provide safe daily nutritional support during critical developmental stages while supporting both physical and cognitive growth.
The brand also announced plans to expand its product range, targeting children from six months to above six years old. Future offerings are expected to focus on probiotics, eye health, height development and cognitive support.
The probiotic range will aim to support immunity and early school adaptation, while the eye health products will address increased screen exposure among children. Height development and cognitive formulations will focus on bone growth and learning support respectively.
In a separate development, SWS Kids announced an exclusive partnership with Malaysian pharmacy chain Alpro Pharmacy through a memorandum of understanding aimed at improving access to children’s nutrition products.
Under the agreement, the SWS Kids product range will be available at 50 selected Alpro Pharmacy outlets nationwide, as well as through its official online platforms.
The collaboration also aims to strengthen parental confidence through pharmacist-led guidance and nutrition education, leveraging Alpro Pharmacy’s nationwide healthcare network and professional consultation services.
SWS Kids said the partnership reflects its goal of making professional, accessible and trusted nutrition support available to more families across Malaysia.
