Halal Mislabeling Allegations Force KK Mart Store Shutdowns

In January 2025, KK Mart, a leading convenience store chain in Malaysia, became embroiled in a controversy that shook the confidence of halal-conscious consumers nationwide. A “ham and cheese” sandwich sold at its Universiti Malaya outlets was found to have been misrepresented as halal, triggering public outrage, a government investigation, and a nationwide debate about halal certification practices.

The Incident: What Sparked the Controversy?

The controversy began when a Universiti Malaya student raised concerns on social media about the halal authenticity of a “ham and cheese” sandwich sold at a KK Mart outlet on campus. The use of the term “ham” in the product name, despite its halal label, led many to question its compliance with Islamic dietary laws.

The social media post went viral, sparking public outrage and prompting Universiti Malaya to take swift action by temporarily closing two KK Mart outlets on campus. This decisive step underscored the gravity of halal labeling issues in Malaysia, where strict adherence to halal standards is critical for consumer trust.

Related: Importer Fined for Halal Mislabeling in Singapore

Shake and Bake’s Clarification: A Defense or an Excuse?

Shake and Bake Café Sdn Bhd, the sandwich’s manufacturer, responded to the uproar by clarifying that the “ham” in the sandwich referred to chicken-based slices, not pork. The company asserted that the chicken slices used were halal-certified by the Department of Islamic Development Malaysia (JAKIM).

However, Shake and Bake’s defense failed to quell public concerns. Although the ingredients might have been halal-certified, the final product itself did not possess JAKIM’s halal certification. This distinction became a focal point of the investigation and highlighted the gap between ingredient certification and product certification.

Shake and Bake also revealed that JAKIM officials and representatives from the Domestic Trade and Cost of Living Ministry had inspected their factory on January 10, 2025. The company claimed full compliance with halal standards but acknowledged the ongoing investigation into the matter.

JAKIM’s Investigation: Key Findings

JAKIM, Malaysia’s primary halal certification body, conducted a comprehensive investigation and uncovered several alarming issues:

1. No Certification for the Final Product: Although the sandwich used halal-certified ingredients, the final product itself was not certified. JAKIM emphasized that a halal logo on the packaging could only be used if the entire product, including its preparation and packaging processes, met halal standards.
2. Misuse of Halal Logo: The halal logo on the sandwich packaging was traced back to a certification issued to a company that had ceased operations. This unauthorized use violated Malaysia’s Trade Descriptions Act 2011.
3. Unauthorized Branding: Shake and Bake Café had also used KK Mart’s logo on the product packaging without the retailer’s permission.

JAKIM Director-General Datuk Sirajuddin Suhaimee reiterated that halal certification requires a comprehensive assessment of all aspects of production, not just the use of halal-certified ingredients.

KK Mart’s Response: Damage Control

KK Mart acted swiftly to distance itself from the controversy. The company suspended all dealings with Shake and Bake Café Sdn Bhd and filed a police report against the supplier. Additionally, KK Mart’s legal team issued a letter of demand, emphasizing that the supplier had misrepresented the product and misused the KK Mart logo.

The retailer also committed to implementing stricter vetting procedures for its suppliers to ensure that all products sold under its brand comply with Malaysia’s halal standards. In a public statement, KK Mart emphasized its commitment to safeguarding consumer trust and upholding halal integrity.

The scandal triggered widespread outrage among consumers, many of whom felt betrayed by the misuse of halal certification. Social media platforms became a hub for heated discussions, with calls for stricter enforcement of halal regulations and greater transparency in certification processes.

This incident also highlighted a deeper issue: the misuse of halal logos undermines consumer confidence in Malaysia’s robust halal certification system. Many consumers called for businesses to adopt technology-driven solutions, such as blockchain, to enhance traceability and transparency in halal supply chains.

The KK Mart controversy is more than just an isolated incident; it is a wake-up call for the entire halal industry. Key lessons include:

1. The Importance of Final Product Certification: Halal compliance must extend beyond individual ingredients to encompass the entire product and its production processes.
2. Stricter Oversight and Enforcement: Regulatory bodies like JAKIM must intensify their monitoring efforts to prevent the misuse of halal logos and certifications.
3. Consumer Awareness and Vigilance: Consumers should utilize tools like JAKIM’s Halal Malaysia app to verify the authenticity of halal certifications.
4. Adoption of Technology: Blockchain and other technological innovations can improve transparency and prevent mislabeling by enabling real-time tracking of products in the supply chain.

Industry Lessons: Safeguarding the Halal Economy

The incident underscores the critical role of halal certification in a market where trust is paramount. As Malaysia aspires to maintain its leadership in the global halal economy, it must address gaps in certification and ensure that businesses adhere to the highest standards.

Moreover, the halal industry must embrace innovation to restore consumer confidence. By adopting modern technologies and implementing stricter regulations, stakeholders can safeguard the integrity of halal practices and bolster Malaysia’s reputation as a global halal hub.

The KK Mart “ham and cheese” sandwich controversy serves as a cautionary tale for businesses, regulators, and consumers alike. It reveals systemic gaps in halal certification processes and emphasizes the need for greater accountability, transparency, and vigilance across the industry.

By addressing these issues proactively, Malaysia can turn this incident into an opportunity to strengthen its halal certification framework and rebuild consumer trust. With the global halal economy projected to grow significantly in the coming years, ensuring the integrity of halal standards is not just an ethical imperative but also a business necessity.