Happenings
Jaya Grocer Launches Cage-Free Egg House Brand, Setting Benchmark for Responsible Retail
Kuala Lumpur, 1 September 2025 — Jaya Grocer has officially launched its house brand of cage-free eggs, JS Eggs, at Jaya Grocer One Utama, Petaling Jaya, with plans to expand availability across all outlets nationwide. This landmark initiative makes Jaya Grocer the first major retailer in Malaysia to introduce a cage-free egg house brand, underscoring its commitment to animal welfare, consumer trust, and sustainable food systems.
JS Eggs is globally recognised Certified Humane by Humane Farm Animal Care, ensuring hens are raised in cage-free environments where they can perch, nest, forage, and spread their wings , natural behaviours denied to hens in conventional cages. With this launch, Jaya Grocer signals that cage-free production is not a niche trend but the future of egg retailing in Malaysia. The initiative also reflects the company’s pledge to transition fully to cage-free egg retailing by 2030, aligning with Malaysia’s ESG aspirations and global commitments toward responsible sourcing.
The introduction of JS Eggs brings far-reaching benefits to Malaysia’s food system. For consumers, it offers an affordable and trustworthy cage-free option that empowers families to make healthier and kinder food choices. For producers, the demand generated through Jaya Grocer’s nationwide rollout will accelerate the transition of local farmers toward cage-free systems, opening pathways for innovation and sustainable investment. For the retail industry, the launch sets a benchmark that encourages other supermarkets to follow, strengthening Malaysia’s role in international supply chains that are rapidly moving away from caged eggs. Ultimately, this initiative enhances Malaysia’s global reputation as a nation embracing higher standards of animal welfare and modern retail practices.
Dr. Saravanakumar S. Pillai, Senior Principal of Policy and Engagement for Farm Animal Welfare at Humane World for Animals, and Adviser to the Malaysia Cage-Free Egg Producers’ Organisation (MCFEPO), welcomed the launch by saying:
“Malaysia’s retail landscape is entering a new era. This cage-free eggs corner is not just a shelf, it’s a milestone in the journey toward improving animal welfare. Cage-free isn’t a trend, it’s a transformation. Hens deserve the freedom to perch, nest, and spread their wings. Consumers are looking for opportunities to stop buying eggs from caged hens. This is how change happens one store, one shopper, one egg at a time.”
Ms. Tiew Siew Sien, spokesperson for JS Eggs, added that the brand represents more than a commercial product; it symbolises responsibility and progress. “JS Eggs represents more than a brand , it represents responsibility. By offering cage-free options, we empower families to make choices that are healthier, kinder, and aligned with global best practices. This launch demonstrates that ethical consumption can be mainstream, accessible, and proudly Malaysian. We are honoured to take this important step together with Jaya Grocer.”
With JS Eggs now on shelves, Jaya Grocer has taken a bold step forward in reshaping Malaysia’s food system. The initiative not only redefines what consumers can expect from their supermarkets but also strengthens the movement for a cage-free future in the country. This is more than a product, it is a signal of change, proving that transformation can begin with something as simple, and as powerful, as the egg.