1

Origins

The history of OLDTOWN White Coffee is rooted in Ipoh, a Malaysian city renowned for its distinctive white coffee tradition. The founders aimed to preserve the authentic flavor of Ipoh white coffee while making it accessible to consumers nationwide. In 1999, they developed a proprietary 3-in-1 instant white coffee mix, combining convenience with the traditional taste enjoyed in Ipoh coffee shops (kopitiams). 2 The name “OLDTOWN” references the historic district of Ipoh, often called the city’s Old Town, where white coffee originated.

Growth of the Beverage Business

Following the success of its instant coffee products, OLDTOWN expanded rapidly by introducing new coffee varieties, launching instant milk tea, producing roasted coffee powder, and expanding exports into Singapore, Hong Kong, Indonesia, the United Kingdom, the United States, Canada, and other markets. Within a few years, OLDTOWN had become one of Malaysia’s leading instant coffee brands.

Café Expansion

In 2005, OLDTOWN entered the food-service industry by opening its first café. Unlike traditional kopitiams, OLDTOWN cafés featured air-conditioned interiors, comfortable modern seating, traditional Malaysian recipes, authentic Ipoh white coffee, and a family-friendly dining environment. This “modern kopitiam” concept became one of the company’s biggest strengths, helping younger generations rediscover local coffee culture. 3

Acquisition by JDE

OLDTOWN Berhad was listed on Bursa Malaysia before being acquired in 2017 by Jacobs Douwe Egberts Holdings Asia, now part of JDE Peet’s, in a transaction valued at approximately RM1.47 billion. The acquisition integrated OLDTOWN into one of the world’s largest coffee companies while allowing the brand to continue operating under its established identity.

OLDTOWN emphasizes authentic Ipoh white coffee heritage, consistent product quality, traditional Malaysian flavors, a modern café experience, and innovation while preserving heritage. Its vision has been described as becoming a leading white coffee brand in the Asia-Pacific region. 4

Unlike Western “white coffee,” Ipoh white coffee refers to coffee beans roasted using a lighter process with margarine or similar ingredients rather than being roasted until dark. OLDTOWN’s signature recipe uses a blend of three bean varieties:

• Arabica – sweetness and aroma
• Robusta – body and strength
• Liberica – distinctive lingering flavor

The beans are roasted using OLDTOWN’s proprietary process to produce a smooth, aromatic coffee with caramel notes. 5

Instant Beverages

OLDTOWN is widely known for its instant beverage mixes, including:

• White Coffee Classic
• Extra Rich White Coffee
• Hazelnut White Coffee
• Less Sugar White Coffee
• Natural Cane Sugar White Coffee
• Salted Caramel White Coffee
• Coconut White Coffee
• Instant Milk Tea
• Chocolate Drinks
• Coffee & Creamer
• Roasted Coffee Powder

Café Menu

OLDTOWN cafés offer an extensive menu featuring Malaysian favorites such as Nasi Lemak, Curry Mee, Ipoh Chicken Hor Fun, Mee Siam, Kaya Butter Toast, Half-Boiled Eggs, Dim Sum, Hainanese Chicken Chop, Fried Rice, local desserts, Teh Tarik, Cham, and White Coffee beverages. The cafés blend coffeehouse service with full-service dining.

OLDTOWN operates in three primary business segments: café operations, manufacturing of beverages, and distribution and retail sales. Its products are sold through supermarkets, convenience stores, online retail, international distributors, company-owned cafés, and franchise cafés. 6

Beyond Malaysia, OLDTOWN has expanded its products and cafés into markets including Singapore, Indonesia, Hong Kong, Philippines, China, Brunei, Thailand, Taiwan, Australia (historically), United Kingdom (retail products), United States (retail products), and Canada (retail products). Export markets continue to be an important part of the brand’s business.

The company manufactures instant coffee mixes, milk tea, chocolate beverages, roasted coffee powder, ready-to-drink coffee, bakery products, and café food ingredients. Its manufacturing facilities emphasize standardized production to maintain consistent taste and quality.

Several elements distinguish OLDTOWN White Coffee:

• Traditional Ipoh coffee heritage
• Brown-and-cream branding
• Vintage street-scene logo
• Modern kopitiam concept
• Halal-certified products and cafés in Malaysia
• Strong association with Malaysian local cuisine

OLDTOWN played a significant role in commercializing Ipoh white coffee on a global scale. Before its emergence, white coffee was largely associated with traditional coffee shops in Ipoh. By packaging the beverage into convenient instant mixes and pairing it with a café concept, OLDTOWN helped introduce Malaysian coffee culture to domestic and international consumers. Its success also inspired the growth of other modern kopitiam-style café brands across Malaysia. 7

Today, OLDTOWN White Coffee is regarded as one of Malaysia’s best-known homegrown food and beverage brands. Its combination of authentic Ipoh white coffee, modern café dining, and widely distributed retail products has made it a recognizable symbol of Malaysian coffee culture both locally and abroad. As part of JDE Peet’s, the brand continues to expand its reach while maintaining its focus on traditional flavors and café experiences. 8

1. OldTown White Coffee
2. How OldTown White Coffee grew from one Ipoh store to a global chain bought for RM1.47bil – Malaysian Franchise Association
3. Vision & Mission – OldTown White Coffee
4. Our Coffee – OldTown White Coffee
5. OldTown White Coffee | OldTown MY
6. Business Overview – OldTown White Coffee
7. About Us – OldTown White Coffee
8. Business Overview – OldTown White Coffee