Kuala Lumpur, 16 April 2026 –As Malaysians place greater emphasis on balanced nutrition and overall well-being, more consumers are seeking staple food options that complement healthier lifestyles while preserving the flavors and traditions we love. In line with this growing awareness, premium rice varieties that offer additional functional benefits are gaining increasing popularity among households nationwide.
Among these, Basmati rice has seen rising preference due to its naturally lower Glycaemic Index (GI), which supports steadier blood glucose levels as part of a balanced diet. Recognizing this shift in consumer preferences, Jasmine Food Corporation Sdn. Bhd. introduced the LaSella Basmati range in 2024, offering both Parboiled and Steamed variants designed to meet diverse lifestyle and dietary needs.
Driven by its consistent quality, health forward positioning, convenient packaging and accessible pricing, LaSella has quickly become one of the fastest growing Basmati rice brands in Malaysia, earning strong acceptance among health conscious and quality driven consumers.
Building on this success, Jasmine Food now proudly introduces LaSella Gold Traditional Aromatic Basmati, setting a new Gold Standard for Basmati rice.
Naturally Aged for Exceptional Quality and Aroma
LaSella Gold is crafted from raw, naturally aged Traditional Aromatic Basmati rice, specially selected for discerning consumers who value premium grain quality, authentic fragrance and refined taste. Through natural aging, rice develops deeper, more complex flavors and a distinctive aroma that elevates the overall dining experience.
Renowned for its excellent grain elongation, fluffy texture and superior absorption, LaSella Gold is an ideal choice for classic dishes such as Nasi Briyani, Nasi Minyak and rich curries, where aroma, texture and presentation matter most.
Beyond its culinary excellence, LaSella Gold also reflects modern lifestyle aspirations, offering a premium rice option that aligns with mindful eating and balanced dietary choices, without compromising on indulgence or authenticity.
“Consumers today are looking to enjoy their meals more fully, with better quality, greater confidence and meaningful value,” said Alan Kwong, Chief Operating Officer of Jasmine Food Corporation Sdn. Bhd. “LaSella Gold represents our commitment to meeting these expectations, delivering the finest variation of Basmati rice for those who truly appreciate quality and taste.”
Win Real Gold with ‘Beli Beras, Menang Emas’
To mark the launch of LaSella Gold, Jasmine Food is also rolling out the ‘Beli Beras, Menang Emas’ contest, giving Malaysians the opportunity to win real gold prizes every day.
From 1 May to 2 July 2026, consumers who purchase any Jasmine or Beras Era products worth RM30 and above in a single receipt will be eligible to participate. The contest will be available at all participating retailers across Peninsular Malaysia, reinforcing Jasmine Food’s appreciation for loyal consumers.
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