THE Italian Baker Sdn Bhd, a subsidiary of FFM Bhd, recently launched its very own home-grown and locally-baked sandwich loaf with wheat germ.
The wholesome sandwich loaf goes by the name Massimo and is a synergy of traditional style with modern design.
The pride of the Massimo sandwich loaf lies in its key ingredient – wheat germ – that makes it distinctly different from other brands of bread.
"What's unique about our sandwich bread is the natural ingredient, wheat germ, which contains natural vitamins," said Jimmy Chang, general manager and director of The Italian Baker Sdn Bhd.
The Massimo range of bread, including the Massimo sandwich loaf and the cream-filled rolls, is baked by combining the tradition of the 'Italian baking passion' – their pride and passion for the use of fresh ingredients – with modern-day techniques to ensure that the end products do not fall short of minimum standards.
"Our team developed the recipe. The concept came about in 2008 but we checked with the experts overseas before we 'Malaysianised' it," elaborated Chang on Massimo's conception, adding that Malaysians liked their bread soft and fluffy with a robust flavour.
The baking plant's location could not have been more geographically befitting.
Built within walking distance from Malaysia's largest flour mill (owned by FFM Bhd) in Pulau Indah, Klang, Massimo's staple ingredients are not only easily accessible but escapes any sort of degradation from travelling long distances.
State-of-the-art machinery comprising the latest technological advancements from countries such as the US and Europe were brought in and both the bread and roll lines run simultaneously, churning out 40,000 loaves of bread a day and 24,000 rolls per hour.
The factory also boasts a 10-tier cooling rack that spirals bottoms up from the oven then back down through to a metal detector that detects contaminated loaves.
The freshly-baked loaves take about an hour to cool.
"If I notice big gaps between the loaves on the cooler, I would try to find out if there are production problems," said bakery manager Lai Fei Siong, who led members of the media on a tour of the baking plant recently.
The whole process from mixing the dough to the cooling of the loaves of bread takes about three- and-a-half hours.
Lai said that they have about 100 trucks to deliver the loaves around the Klang Valley.
Divisional manager Eric Ong Poh Chye said the company is also expanding to the northern parts of the country like Ipoh and Penang.
He added that the Massimo sandwich loaves and rolls are available at most convenience stores and hypermarkets like Giant as well.
Originally priced at RM5 and RM3.50, the 600gm and 400gm Massimo Wheat Germ is currently selling at RM3.50 and RM2.50 respectively.
The rolls on the other hand are selling at RM0.60 each. The promotional discounted price is likely to last till the end of the year.
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