Rollti Secures Halal Status For Four More Outlets, Strengthens Muslim-Friendly Brand Image

KUALA LUMPUR, June 23 (Bernama) -- Rollti, a homegrown food company specialising in serving roti canai with unique Malaysian-style fillings, has secured halal certification for four more of its outlets, bringing the total to five out of six.

Rollti’s director and founder, Fred Chan, said halal certification has been a key priority to ensure the brand remains accessible to Malaysia’s Muslim population, and the company managed to secure it for the four outlets in under six months.

He said the company would ensure its entire supply chain and kitchen practices follow halal standards, from sourcing halal-certified ingredients and proper labelling to staff practices, including having at least two Muslim staff members at each halal-certified outlet.

“And we do occasional halal audits as well on a quarterly basis to ensure that we adhere to the halal standards of Malaysia. And of course, halal standards in Malaysia are very high. So we have to follow that,” he told Bernama when met at one of Rollti’s outlets at a mall, here today.

He said Rollti is also eyeing halal certification for its upcoming international outlets at Gandaria City Mall in Jakarta, Indonesia and Republic Plaza in Singapore, set for soft launches in mid-August and November, respectively.

As roti canai is the foundation of Rollti’s products and part of Malaysia’s culinary heritage, Fred says the company wishes to maintain proper branding, including achieving a clear vision and mission abroad through its halal compliance.

“As there is a large population of young people in both locations, they are surely looking for something quick, easy and unique, like a roti canai wrap, which is not commonly found, especially in Jakarta. So, we decided to take a bold step and expand further into a new country,” he said.

Domestically, Rollti also plans for expansion, particularly in the Klang Valley and Johor, but is placing a greater focus on overseas markets, as it has received support from the government through various grants.

To mark the durian season, the company has launched a limited-time Durian Festive menu, combining roti canai with durian and ice cream filling, available until the end of July.

“When you bite into the ice cream, with the durian paste, it tastes absolutely fantastic. We want to show that this is a Malaysian brand, something that is truly Malaysian.

“This has not been done elsewhere. I think we’re the only ones in Malaysia that’s doing this kind of promo, combining durian and roti canai,” he said.

Rollti also incorporates local cultural elements, using Malay names such as Rindu Rendang and Sate Puas on its menu - names that will be retained at its international outlets to promote Malaysian heritage.

Other than the limited-time Durian Festive menu, they also decided to hop on the trend with blind boxes featuring small plushies of their ingredients, such as banana, mushroom, chilli, egg and corn to attract more youngsters.

Meanwhile, Rollti’s halal coordinator Nur Assyafa Muhamad Aini said the team had also established strong internal systems to support its halal journey, including full ingredient traceability, comprehensive documentation and record-keeping, as well as staff training.

“We also work closely with the Department of Islamic Development Malaysia (JAKIM) to ensure we remain up to date with the latest halal guidelines and requirements.

“We managed to get all four outlets - Pavilion Elite Kuala Lumpur, Sunway Pyramid, Elmina Lakeside, and Bloomsvale Shopping Gallery - halal certified in less than six months, from January to May 2025, while the outlet in NU Sentral obtained its halal certification in August last year,” she said.

-- BERNAMA