KUALA LUMPUR, June 9 -- Jati, a brand known for its packaged rice, is now looking to enter Malaysia's snack aisle with the launch of Jati Chom Chom, a ready-to-eat white rice puff snack made using local rice.

In a press statement recently, Serba Wangi Sdn Bhd, the rice producer and distributor behind the brand, said the product marks its move to bring rice into a newer snacking format beyond traditional consumption.

The snack, available in Tomato and Cheese flavours, is priced from RM1.99 for a 60g pack and RM3.79 for a 112g multipack, with final prices varying by outlet and promotion.

Serba Wangi managing director Low Kok Kean said the product was part of the company's effort to explore new uses for rice.

"By transforming local rice ...