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Massimo Bread Price Increase: KPDNHEP Asks For Justification

Massimo Bread Price Increase: KPDNHEP Asks For Justification

The latest price rises include various issues on the chain of supply, and in getting products to the shelves.

Fernando Fong

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Malaysians have been worried that the cost of living is now rising faster than it has for some time.

Recently, their fears are further justified with the price increase of the Massimo bread.

If any consolation, the Ministry of Domestic Trade and Consumer Affairs (KPDNHEP) wants Massimo’s manufacturer, The Italian Baker, to explain the price hike.

KPDNHEP Deputy Minister Datuk Rosol Wahid was reported by Berita Harian as saying that the bread maker must justify the increase in the price of their products which will start on 3 January.

Rosol said the price increase would affect the people as they are still struggling with the COVID-19 pandemic and exacerbated by the flood disaster across the country.

We will talk to the Massimo brand bread manufacturer. The ministry wants to know what is the reason for the increase and what the alternatives are for the people.

KPDNHEP Deputy Minister Datuk Rosol Wahid on the price increase by Massimo
The Massimo bread. (Source: Facebook)

Rosol reminded that during the price increase in Gardenia bread products on December 1 last year, his ministry also held a consultation session with its manufacturer, Gardenia Bakeries.

READ MORE: Gardenia Prices Going Up Starting 1 December

He said Gardenia cited costlier raw materials, which were beyond their control, as the reason for the price increase.

Rosol added that the ministry accepted the reason given and as an alternative, Gardenia Bakeries has promised to produce a new bread product that will be sold at the old price.

The same move can be made by Massimo producers so that the people have a choice.

KPDNHEP Deputy Minister Datuk Rosol Wahid on lessening the people’s burden

In the meantime, Rosol highlighted that the government can only control the price of regular white bread and if producers intend to increase the price, they need to inform KPDNHEP first.

For other breads, it’s not subject to that price control.

The Italian Baker raised the price of White Sandwich 400 grams (g) to RM2.80 per loaf (old price RM2.38), White Sandwich 600g to RM4 (RM3.35), Wheat Germ 400g to RM3 (RM2.48) and Wheat Germ 600g to RM4.25 (RM3.71 ).

The 100% Whole Wheat bread now sells at RM4.10, while the Duetto cream bread is priced at RM1.

The Italian Baker, which is a 100%-owned subsidiary of Federal Flour Mills (one of many companies owned by Malaysian tycoon Robert Kuok), introduced Massimo to Malaysians in 2011.

Public Unhappy With Price Increase

Netizens have reacted strongly to the price changes.

They are concerned that is going to hit some people hard in the coming months.

After all, prices are going up at a relatively rapid rate on a variety of items and services, faster than at any time since the coronavirus (Covid-19) pandemic in 2020.

At the same time, netizens noted that while the cost of living has increased, many workers have not seen their salaries rise.

READ MORE: No Relief: Prices Of Essential Goods Expected To Keep Rising 

They feel consumers should be protected as they are still feeling the hangover from the struggles caused by the pandemic.


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