They are joined by (L-R):
Wong Ching Yaw, Mom & Baby Care Director of Alpro Group (1st left); Daphne Tan, Chief Marketing Officer of SWS Kids (2nd right); Sunny Yeo, Managing Director of MyToday (1st right)
KUALA LUMPUR, 26 MAY 2026 — Renowned Malaysian wellness brand SWS has officially expanded into the children’s nutrition market with the launch of its new sub-brand, SWS Kids. Marking its first step into early childhood development, the brand introduced Malaysia’s first specially formulated low-sodium chicken essence for children aged 6 months and above, aiming to deliver a safer and more science-driven nutritional solution to support growth from infancy.
With over 48 years of heritage in traditional family nourishment, SWS’s entry into this segment represents a major milestone in its evolution. SWS Kids reflects the brand’s commitment to combining traditional Asian nourishment values with modern nutritional science, positioning early childhood nutrition as an essential foundation for development rather than just a supplementary option.
The launch event also celebrated the opening of the first SWS Kids retail store, which featured a family-friendly atmosphere and special guest appearance by Malaysian celebrity MinChen Lin. She engaged with families throughout the event and took on a playful “One-Day Store Manager” role, serving chicken essence to visitors and reinforcing the brand’s message of growing together with children through meaningful, everyday nutrition experiences.
According to SWS Kids CEO Kenny Sow, modern parents are increasingly seeking reliable and science-backed nutritional options for their children’s development. He emphasized that SWS Kids aims to go beyond being a product brand, positioning itself as a trusted parenting partner that supports families with convenient, safe, and scientifically formulated nutrition to ease daily caregiving while promoting healthy growth.
The brand’s flagship product, Kampung Chicken Essence, is Malaysia’s first chicken essence designed specifically for children aged 6 months and above. Produced using carefully selected local kampung chicken and a low-temperature extraction method, the formula preserves essential nutrients while avoiding added salt and preservatives. With a sodium level of just 21mg, the product is designed to support safe nutrient absorption during critical growth stages, while contributing to both physical and cognitive development.
Beyond its launch product, SWS Kids also revealed plans to expand its portfolio with a wider range of child-focused nutrition solutions for ages 6 months to 6 years and beyond. The upcoming lineup will include probiotics for immunity support, eye health supplements to address increasing screen exposure, height development formulas for bone growth, and brain development products aimed at improving focus and learning capabilities.
To strengthen accessibility and consumer trust, SWS Kids has also formed an exclusive partnership with Alpro Pharmacy through a Memorandum of Understanding (MoU). Under this collaboration, the product range will be available at 50 selected Alpro Pharmacy outlets nationwide as well as through its official online platforms. The partnership aims to enhance professional guidance in children’s nutrition while ensuring parents have easier access to trusted health solutions.