HIGH5

The 500g loaf retails at RM2.25 for 22 slices, three more slices of bread compared to the regular loaf.

"Its packaging design is inspired by the colours of the Jalur Gemilang," said Silver Bird Group Berhad group managing director Datuk Jackson Tan.

"What better way to show our gratitude to Malaysians by introducing a value-for-money bread loaf, affordably priced to help consumers weather the current economic downturn," he said.

The launch on Aug 4 was officiated by deputy secretary-general of Ministry of Domestic Trade, Co-operatives and Consumerism Daud Tahir, Tan and celebrity Chef Ismail Ahmad, who is also the brand ambassador for High5.

Tan said High5 – a homegrown brand of bakery and confectionery products by Silver Bird Group Berhad – has become a brand which has flourished tremendously.

"We are proud to say that more than 300 million of our bread loaves have been enjoyed by Malaysians over the last decade," said Tan.

The High5 brand now carries a wide range of offerings which include the regular wholemeal loaf, white bread, buns and rolls and the enduring Malaysian favourite – the kaya.

"High5 is an exemplary Malaysian brand which has made a bold mark in the local bakery and confectionery industry and also in the hearts of many Malaysians as a familiar and enjoyable brand," said Daud.

"I would like to congratulate High5 on this success and urge the brand to continue charting new milestones and stimulating the local industry with its progress," he added.

Tan said apart from the launch of the Sure Value 500, the appointment of Chef Ismail as the brand ambassador are among the activities planned for the brand’s decade celebration.

"High5 and Chef Ismail share the same belief in promoting healthy lifestyles and diets.

"Together, we will continue to engage consumers with various activities such as entertaining cooking sessions, creating mouth-watering recipes and hosting mini-carnivals within the next few months," said Tan.