15th Sep 2025,
Secret Recipe and ZUS Coffee are giving Malaysians the best of both worlds with the launch of the new ZUS Indulgence Cake — a chocolate-meets-coffee creation that blends two of the country’s most beloved homegrown brands.
A fresh twist on Secret Recipe’s iconic Chocolate Indulgence®, the ZUS Indulgence Cake layers moist mocha sponge with milk chocolate cream, coffee mousse, and coffee whipped cream, topped with rich chocolate. The result is a dessert that pays homage to both brands’ signatures, bringing together the indulgence of cake and the boldness of coffee in a single bite.
Evelyn Lee, head of marketing at Secret Recipe, said the collaboration is about celebrating the strength of Malaysian brands and inspiring consumers to support local. “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,” she added. “We hope to inspire Malaysians to continue supporting and celebrating local brands that strive to bring new and exciting experiences to the table.”
For ZUS Coffee, the collaboration marks a step beyond beverages. “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,” said Jennifer Sim, head of marketing at ZUS Coffee. “This collaboration is a true reflection of how local brands can innovate together to bring Malaysians indulgence that feels both familiar and refreshingly new.”
The ZUS Indulgence Cake will also be served in exclusive ZUS-themed packaging featuring the brand’s signature blue and elements of the Malaysian flag, underscoring the spirit of the partnership. The ZUS Indulgence Cake retails at RM142 for an 8-inch whole cake or RM13.50 per slice. It makes its debut at selected Secret Recipe outlets on 15 September, just in time for Malaysia Day, before rolling out across Peninsular Malaysia the following week.
Secret Recipe has been upping its collab game recently, as it just teamed up with homegrown cat character Bichi Mao for a three-month campaign, designed to appeal to both loyal customers and a younger audience increasingly drawn to character IPs and lifestyle storytelling. It also reflects Secret Recipe’s strategy to inject local flair into its branding while deepening emotional engagement across different generations of Malaysian diners.
Also, for Merdeka and Malaysia Day, ZUS Coffee joined hands with MR D.I.Y., pulling out the stops with a limited-edition MR DIY x ZUS Coffee coffee-time essentials, including a canvas jute bag, sport crew socks, and frozee cup, which are available in selected MR D.I.Y. stores and online.
Earlier in July, ZUS Coffee also partnered with Jotun Malaysia to launch a lifestyle collaboration dubbed “Home is where the Brew is”, bringing together the charm of home brewing and the comfort of beautifully curated spaces. The drop includes three exclusive colour-themed tumblers, mugs, and socks, along with a stylish tote bag and a curated set of ZUS’ signature brews.
Source: Marketing Interactive
Full Article: https://www.marketing-interactive.com/secret-recipe-and-zus-coffee-whip-up-dessert-collab
