'F&N does not have any business dealings with Israel,' company states amid boycott threats

Fraser & Neave Holdings Berhad (F&NHB) has addressed public concerns over the appearance of Hebrew text on its Gold Coin condensed milk packaging for the Palestinian market, following a viral TikTok video that sparked calls for boycotts.

In a statement, the company said: "We would like to acknowledge the concern arising from a video circulating on social media about the language used on the packaging of our Gold Coin product." F&NHB clarified that the product in question is exported exclusively for the Palestinian market. "The packaging clearly states that the product is imported by our customer, Food Collection Co. based in Ramallah City, Palestine, and features English, Arabic and Hebrew text on the label to align with local requirement as requested by our customer."

The company further emphasised: "We reaffirm that F&NHB does not have any business transactions or dealings with Israel. F&NHB remains fully committed to respecting local sensitivities and the sentiments of our consumers as we stand in solidarity with those advocating for peace and justice. We would like to thank the public for bringing this matter to our attention and value your continued trust." The statement included the company’s consumer hotline and group communications email, and was also shared in Malay.

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Founded by John Fraser and David Chalmers Neave in 1883 as the Singapore and Straits Aerated Water Company, the firm rebranded in 1898 as Fraser & Neave and has grown into a multinational consumer group producing and distributing brands including 100PLUS, NutriSoy, OYOSHI, Ice Mountain, Teapot, Carnation, Cap Junjung, Magnolia, and Farmhouse.

The TikTok video that triggered the backlash showed a man holding a Gold Coin can with Hebrew text, claiming it was intended for the Israeli market. The video, reshared by pro-Palestinian accounts, called for Malaysians to boycott the brand, prompting further discussion and condemnation on social media platforms including Threads.

Malaysian consumers have been particularly sensitive to perceived links with the Israel-Hamas conflict. A study by consultancy Ampersand Advisory and research firm InsightzClub found that over half (52%) of Malaysians had boycotted brands they believed were doing business with Israel, with more than 60% opting for local alternatives. The "Dealing with Brand Boycotts" report noted that 91% of these consumers stopped buying products from the targeted brands, 31% shared boycott-related posts online, and 19% created their own posts to express disapproval. A smaller proportion engaged physically, with 25% responding to social media campaigns and 8% participating in rallies or demonstrations.

F&NHB is not alone in facing scrutiny. Earlier this month, the "Jom Brew-Cuti Bersama!" campaign, a collaboration between Tourism Malaysia and Starbucks Malaysia, faced backlash due to Starbucks’ alleged support of Israel. CARMA data showed 54.5% of online sentiment towards the campaign was negative, with only 6.9% positive. Critics questioned the partnership choice, arguing it overlooked local brands, while many advocated supporting Malaysian companies such as ZUS Coffee, BOH Tea, and Spritzer.

The F&NHB statement underscores the company’s position that the Hebrew text was included to meet customer requirements in Palestine, not as an indication of business dealings with Israel. By clarifying the context, the company aims to reaffirm trust with Malaysian consumers while acknowledging the heightened sensitivities around the ongoing Middle East conflict.

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