“Warung” by Alicafé and Alitea Press Conference

In conjunction with the launch of the “WARUNG” Brand by Alicafé and Alitéa, Power Root Berhad recently invited members of the media to its press conference at Restoran Rebung Chef Ismail.

Alicafé and Alitéa is Malaysia’s Number 1 Tongkat Ali & Ginseng beverage due to the addition of the aforementioned natural herbs in its signature “Tongkat Ali & Ginseng” series. 

Launch of “Warung” Brand. From left to right:

1) Fairuz Bin Misran

2) Yang Amat Dihormatio Tengku Dato’ Setia Putra Alhai

3) Alif Satar

4) Yang Berbahagia Dato’ Afifuddin Bin Abdul Kadir

The Tongkat Ali and Ginseng Series (abbreviated as TAG) consists of the following coffee and tea variants:

●       Alicafé TAG - Original, Original 20g, Extra Rich, Caramel and White Coffee

●       Alitéa TAG – Tarik 30g and Tarik 20g

In his welcome speech, Dato' Afifuddin bin Abdul Kadir, Co-Chairman of Power Root Berhad, expressed his delight that Alicafé TAG holds the mantle of the Number 1 Pre-Mixed TAG instant coffee in Malaysia.  He said, “It is especially encouraging that the “Kami nak! Kami nak! Kami nak… Alicafé!” campaign in March has propelled the company’s first quarter sales higher by 30% compared to the same quarter last year.

Dato' Afifuddin also took the opportunity to announce the extension of Malaysia’s Number 1 artiste, Alif Satar’s contract with Power Root for another two years.

Power Root’s latest brand “Warung” by Alicafé and Alitéa boasts a series of traditional coffee and tea variants that are set to wow your taste buds with the irresistible taste and aroma of yesteryears – Smooth Taste, Great Aroma.

  

The “Warung” brand does not contain Tongkat Ali or Ginseng, but instead brings us back to the past to savour the most authentic flavours of yesteryears to today’s consumers with its tagline of “Just Like the Good Old Days”. It is reminiscent of the beverages that were passed down from generation to generation that Malaysians used to savour from the ubiquitous “Warung” roadside stall. Let “Warung” by Alicafé and Alitéa bring you the delicious flavours of Malaysian heritage.

At the press conference, Fairuz Misran, known for his uncanny impression of Tan Sri P.Ramlee charmed the audience with his rendition of the “Warung” brand theme song “Macam Dolu-Dolu”. Fairuz Misran perfectly captured the voice and nuances of our beloved Tan Sri P.Ramlee and brought out the fond memories to everyone present.

Power Root Berhad Co-Chairman Y.A.D. Tengku Dato' Setia Putra Alhaj bin Y.A.M. Tengku Bendahara Azman Shah Alhaj emphasized during his speech that the new “Warung” Brand does not contain Tongkat Ali or Ginseng.

“As a company founded in Malaysia, we hope to create a Brand that honours our Malaysian culture, tradition and all Malaysians can relate to.” The “Warung” Brand is inspired by the beverages we used to enjoy at the warung (roadside stalls) back in our hometowns / villages when we were young. “I still can recall the Pak Cik who ran the stall brewing delicious coffee with all his heart using only fresh ingredients”.

At the end of the Press Conference, Power Root presented two awards to their Business Partners. The Monumental Sales Growth Award went to Speedmart99 and it was received by Mr. Simon Yong Kin Onn. Speedmart99 has been gaining popularity across Malaysia with its Near ‘n’ Save concept and Power Root is proud to work hand in hand with Speedmart99 to grow their businesses together.

The next award is the Best Key Business Partner Award, and it went to Aeon Supermarket and it was received by Cik Norsyazwanie Che Teh Merican. Their unwavering support and outstanding cooperation have led to consistent strong sales performance for both Power Root and Aeon. 

Award Presentation. From left to right:

1) Tee Tian Hock

2) Norsyawanie Che The Marican

3) Yang Berbahagia Dato’ Afifuddin Bin Abdul Kadir

4) Simon Yong Kim Onn

5) Yang Amat Dihormatio Tengku Dato’ Setia Putra Alhai

6) Alif Satar

Power Root Berhad Presents its New Chairman 

Power Root Berhad took the opportunity to introduce the appointment of Y.A.D. Tengku Dato' Setia Putra Alhaj bin Y.A.M. Tengku Bendahara Azman Shah Alhaj as the Co-Chairman for the company. Y.A.D. Tengku Dato' Setia Putra Alhaj bin Y.A.M. Tengku Bendahara Azman Shah Alhaj will work closely with current Co-Chairman Dato' Afifuddin bin Abdul Kadir to steward the growth of the brands under the company namely Alicafé, Alitéa, Per'l, Extra Power Root and Oligo in Malaysia as well as in the overseas markets such as Europe, the Middle East, Africa, China and Southeast Asia.

In his address, Y.A.D. Tengku Dato' Setia Putra Alhaj bin Y.A.M. Tengku Bendahara Azman Shah Alhaj highlighted the tremendous growth of Alicafé and Alitéa in Southeast Asia and China and strong expansion in Saudi Arabia, United Arab Emirates, Qatar, Bahrain, Oman and Kuwait where Alicafé and Alitéa has been very well received and continues to grow rapidly.

During his introduction of the Alicafé and Alitéa Warung Series, Y.A.D. Tengku Dato' Setia Putra Alhaj bin Y.A.M. Tengku Bendahara Azman Shah Alhaj highlighted that this new Brand does not contain Tongkat Ali and Ginseng. Instead, this new range of products introduces the most authentic flavours of yesteryears to today’s consumers with its tagline of “Just Like the Good Old Days”. It is reminiscent of the beverages that were passed down from generation to generation that Malaysians used to savour from the ubiquitous “Warung” roadside stall and it comes in 5 different flavours with its signature Smooth Taste, Great Aroma which is the:

1. Alicafé “Warung” Kopi O – Rich and Thick taste of Traditional Kopi-O
2. Alicafé “Warung” White Coffee – contains dairy creamer for a creamier, smoother yet lighter taste
3. Alicafé “Warung” Rich White Coffee – contains dairy creamer for a creamier, smoother yet lighter taste with an overall richer taste
4. Alicafé “Warung” Classic Coffee – for those who like the traditional classic taste
5. Alitéa “Warung” Teh Tarik – a tea lover’s favourite

Alif Satar renews his contract as Alicafé Brand Ambassador

Famous Malaysian singer, actor and host Alif Satar (Muhammad Alif Bin Mohd Satar) has renewed his contract as Alicafé Brand Ambassador for another two years. 

Ambassador Alicafe Renewal Contract Ceremony. From left to right:

1) Yang Amat Dihormatio Tengku Dato’ Setia Putra Alhai

2) Alif Satar

3) Yang Berbahagia Dato’ Afifuddin Bin Abdul Kadir

Alif Satar burst into the limelight in 2006 when he came in as the second runner-up in the hugely popular One in A Million singing contest. His hit songs included “Sesungguhnya Aku”, “Khaya”, “Jangan Nakal”, “Lelaki Seperti Aku” as well as hit duet “Selamanya Cinta” with Shia Amzah and “Sebenarnya” with Siti Nordiana.

Alif Satar also won the Most Popular Actor in the 2017 Telenovela Awards. In 2018, Alif Satar’s hit single “Sesungguhnya Aku” was selected as the longest running hit single on ERA 40 billboard.

About Power Root

Power Root Berhad is a leading beverage manufacturing and sales company listed on the Bursa Main Market and is famous for incorporating precious natural herbs from Malaysia and Southeast Asia into its products.

Power Root has built a strong market presence in Malaysia in the two decades since its founding in 1999 and its products are exported to 44 countries across Europe, the Middle East, Africa, China and Southeast Asia.

Infused with the precious Tongkat Ali and Ginseng (TAG) herbs, Alicafé and Alitéa products are the preferred beverage for many Malaysians. Tongkat Ali and Kacip Fatimah are scientifically proven to be rich sources of nutrients that can help improve one’s health when consumed and are loved by consumers in and out of Malaysia.

The newly introduced “Warung” Brand by Alicafé and Alitéa has bring the consumers the nostalgic smoothness, the flavours of yesteryears and ushers in a new milestone for the company. Consumers can enjoy five specially crafted flavours in the “Warung” Brand, which included the Alicafé “Warung” Kopi-O, Alicafé “Warung” White Coffee, Alicafé “Warung” Rich White Coffee, Alicafé “Warung” Classic and the last but not least, Alitéa “Warung” Teh Tarik.

  

Power Root has invested significantly in the research and development for the traditional herbs in order to promote these locally produced products to global market. Alicafé, Alitéa, Per'l, Extra Power Root, Oligo as well as the latest “Warung” series are the company’s core brand.

For more information on Power Root, please visit the www.powerroot.com.my.