Move over, stubborn broccoli! There’s a new growth champion in town!

Finding safe, science-backed children’s nutrition just got a whole lot easier for Malaysian parents. SWS, a household name in wellness, has officially debuted its highly anticipated sub-brand: SWS Kids. To kick off their entry into early childhood nutrition, they’ve launched a premium, formulation-safe chicken essence for children aged 6 months and above. Designed to support every milestone of your child’s growth, here is a closer look at why this new launch is turning heads.

From over 48 years of heritage in traditional family nourishment to now focusing on childhood development nutrition, this latest expansion represents a significant milestone for SWS. More importantly, it reflects the brand’s commitment to “protecting a child’s first nutritional support” by combining familiar Asian nourishment traditions with modern scientific innovation, making nutrition an essential part of children’s daily growth journey rather than merely a supplement.

The event also marked the official opening of the first-ever SWS Kids retail store. Adding warmth and excitement to the launch, popular Malaysian celebrity MinChen Lin made a special appearance and interacted closely with families and fans throughout the event. She also took on the role of “One-Day Store Manager,” personally serving warm cups of chicken essence while creating a fun and engaging family-friendly experience that reflected the brand’s philosophy of “growing together with children.”

Popular Malaysian celebrity MinChen Lin made a special appearance and interacted closely with families and fans throughout the event. She also took on the role of “One-Day Store Manager,” personally serving warm cups of chicken essence while creating a fun and engaging family-friendly experience that reflected the brand’s philosophy of “growing together with children.”

Kenny Sow, CEO of SWS Kids, shared that as modern parents become increasingly conscious of children’s developmental nutrition, the brand hopes SWS Kids can provide families with more science-backed and parenting-friendly nutritional choices.

“We believe truly good nutrition should not only preserve tradition, but continue evolving through modern science. Today’s parents are constantly balancing busy lifestyles and parenting responsibilities. Through SWS Kids, we hope to become more than just a children’s nutrition brand. We aspire to be a trusted parenting companion that offers convenient, reliable, and scientifically formulated nutritional support to help ease parents’ daily caregiving journey while supporting children’s healthy development.” – Kenny Sow, CEO of SWS Kids

SWS Kids Chicken Essence Supports Daily Growth for Children Aged 6 Months and Above

SWS Kids “Kampung Chicken Essence” is centred around the concept of “daily growth nutritional support,” made using carefully selected Malaysian kampung chicken and a low-temperature extraction process that combines modern nutritional science with traditional double-boiling craftsmanship.

As the brand’s first key product launch, the SWS Kids “Kampung Chicken Essence” is also Malaysia’s first chicken essence specially developed for children aged 6 months and above. Centred around the concept of “daily growth nutritional support,” the product is made using carefully selected Malaysian kampung chicken and a low-temperature extraction process that combines modern nutritional science with traditional double-boiling craftsmanship.

The formulation emphasises purity and safety, retaining essential nutrients through a gentle extraction method without added salt or preservatives. It also contains an exceptionally low sodium level of only 21mg, allowing children to absorb nutrients more safely during critical developmental stages while supporting both physical and cognitive growth.

Beyond chicken essence, SWS Kids also revealed plans to progressively introduce a wider range of growth-focused nutrition products tailored for children from 6 months to above 6 years old. The upcoming product range will cover key developmental areas including probiotics, eye health, height development, and brain development, offering families more comprehensive and modern nutritional support solutions throughout different stages of childhood.

The probiotic range will focus on supporting daily immunity and helping children adapt to early school environments, while the eye care series is designed to address the increasing exposure of children to reading and digital devices. Height development formulations will support bone and cartilage growth, while brain development products will incorporate science-backed nutrients aimed at enhancing focus and learning performance.

Exclusive Partnership with Alpro Pharmacy to Bring Children’s Nutrition Closer to Everyday Families

At the launch, SWS Kids also officially announced an exclusive partnership with leading Malaysian pharmacy chain Alpro Pharmacy through the signing of a Memorandum of Understanding (MoU), with both parties committed to providing Malaysian families with more trusted and professionally supported children’s nutrition solutions.

As one of Malaysia’s most trusted community pharmacy brands, Alpro Pharmacy operates an extensive nationwide network supported by professional pharmacists and healthcare teams who provide health consultation services to consumers. Leveraging Alpro’s expertise in family health management, children’s nutrition education, and professional pharmacy care, the collaboration aims not only to improve accessibility to SWS Kids products, but also to strengthen parents’ confidence when choosing nutritional products for their children.

Under this collaboration, the SWS Kids nutrition range will be made exclusively available at 50 selected Alpro Pharmacy outlets nationwide, as well as through Alpro’s official online platforms, making professional and reliable nutritional support more accessible to families across Malaysia.