The Domestic Trade and Consumer Affairs Ministry (KPDNHEP) said that it will reach out to bakery company The Italian Baker Sdn Bhd for a justification for its move in increasing the price of Massimo breads. The price change took effect starting from 1 January 2022.

“We will call up the manufacturer of Massimo as the ministry wants to hear why they have decided to increase their prices and what alternatives they have in store,” said the deputy minister of KPDNHEP, Datuk Rosol Wahid, adding that the price hike will likely burden consumers who are already contending with financial difficulties from Covid-19 and the recent floods.

Effective 1 January 2022, The Italian Baker had decided to increase the prices of various Massimo breads, including its White Sandwich bread from RM2.38 to RM2.80 (400g), and from RM3.35 to RM4.00 (600g). Meanwhile, the price of a Massimo Wheat Germ loaf also increased from RM2.48 to RM3.00 (400g), and RM3.71 to RM4.25 (600g). Other Massimo products that also saw a price hike include the Massimo 100% Whole Wheat bread and the Duetto cream buns.

At the end of last year, Gardenia, too, had increased the price of its breads, prompting KPDNHEP to reach out to the bakery’s management for explanation as well. Back then, the increase in price involved various crowd favourites, including the Gardenia Original Classic, Gardenia Bran & WheatGerm, Twiggies, Fluffy Buns, and Puazz buns.

“The company [Gardenia] said the price increase was due to the rising costs of raw goods, which is beyond their control. The ministry understands their reasoning and as an alternative, Gardenia Bakeries promised to come up with a new bread product that will be sold at the old price. The producers of Massimo can do the same thing so people have a choice,” Datuk Rosol said.

(Source: The Star)

• TAGS:
• Bread
• Datuk Rosol Wahid
• Gardenia
• Gardenia Bakeries Sdn Bhd (GBKL)
• KPDNHEP
• Massimo
• Ministry of Domestic Trade and Consumer Affairs
• The Italian Baker Sdn Bhd