Hup Seng Industries Berhad, an investment holding company, manufactures and sells biscuits and coffee mix in Malaysia and internationally. It operates in three segments: Biscuit Manufacturing, Beverage Manufacturing, and Trading Division. The company offers biscuits, including crackers, cream sandwich biscuits, assorted biscuits, cookies, and other series under the Cap Ping Pong, Hup Seng Cream Crackers, Kerk, and Naturell brands; beverages, such as instant coffee mix, teas, and cereals under the In-Comix brand; rice crackers and other products under the Want Want brand. It also provides confectionery and other foodstuff, as well as exports its products. The company was founded in 1958 and is based in Batu Pahat, Malaysia. Hup Seng Industries Berhad is a subsidiary of HSB Group Sdn. Bhd.