Kuala Lumpur, Malaysia – Secret Recipe and ZUS Coffee have joined forces to launch a new dessert ahead of Malaysia Day, introducing the ZUS Indulgence Cake at selected Secret Recipe outlets beginning 15 September. The collaboration brings together the Malaysian brands’ specialties in cake and coffee, with a wider rollout across Peninsular Malaysia planned for the following week.
“Secret Recipe has always been proud to be a Malaysian staple, and this collaboration with ZUS allows us to showcase the strength of Made-In-Malaysia brands. The ZUS Indulgence Cake offers our customers a dessert that is indulgent, innovative, and proudly homegrown. We hope to inspire Malaysians to continue supporting and celebrating local brands that strive to bring new and exciting experiences to the table,” said Evelyn Lee, head of marketing at Secret Recipe.
The cake comes in ZUS-themed packaging that incorporates the coffee chain’s signature blue and the Malaysian flag, available for both whole cakes and slices.
“At ZUS, our mission has always been to make great coffee a necessity in every Malaysian’s day. With the ZUS Indulgence Cake, we’re taking that experience beyond the cup — blending our passion for coffee with Secret Recipe’s mastery of cakes. This collaboration is a true reflection of how local brands can innovate together to bring Malaysians indulgence that feels both familiar and refreshingly new,” said Jennifer Sim, head of marketing at ZUS Coffee.
The ZUS Indulgence Cake offers a twist on Secret Recipe’s signature Chocolate Indulgence®, featuring a moist mocha sponge layered with milk chocolate cream, coffee mousse, and coffee whipped cream, finished with a chocolate topping. It will be sold at RM142 for an 8-inch whole cake and RM13.50 per slice.
Recently, Secret Recipe has partnered with Malaysia’s popular feline icon, Bichi Mao, for a three-month celebration that combines cakes, creativity, and collectibles into a single experience.
In an exclusive conversation with MARKETECH APAC, Evelyn said this is the biggest collaboration initiative Secret Recipe has planned for the year, with multiple touchpoints across the three months that this campaign will be taking place.
“We had to coordinate and work with 365 of our outlets to ensure everything ran smoothly, which is no small accomplishment for the brand,” she said.
