Unilever Malaysia and Avinity Analytics score win at Malaysia Technology Excellence Awards 2025

Their Customer Data Platform cuts sampling lead time, boosts efficiency, and enables highly targeted engagement.

Unilever Food Solutions (UFS) Malaysia and its AI & data partner Avinity Analytics brought home the highly sought-after Malaysia Technology Excellence Awards 2025 in the Analytics - FMCG category for UFS Customer Data Platform (CDP), a data solution designed to verify, enrich, and engage B2B leads in the food & beverage (F&B) sector.

With UFS’s vision to revolutionise B2B lead management, and through the joint design and development effort with Avinity Analytics, the UFS CDP harnesses advanced analytics and AI technologies to ensure marketing campaigns reach the right food operators. 

This customer data platform delivers effective sampling and hyper-targeted recommendations through a seamless verification, enrichment, and engagement data pipeline.

The lead verification automation process filters out non-viable leads early. The result: a 75% reduction in sampling lead time and a 40% boost in sampling efficiency, significantly reducing wastage from non-existent addresses.

Once verified, leads enter an enrichment phase that captures critical data points for a comprehensive 360° profile. Verified leads are then passed to the UFS Fulfillment Team via a custom web application, whilst the CDP concurrently extracts online data such as reviews, ratings, and menu information. 

This enriched dataset empowers Unilever Food Solutions to evaluate each lead’s business potential, identify cuisine-specific opportunities, and map product fit at a granular level.

With in-depth data for every restaurant, UFS can now deliver hyper-targeted engagements. Product recommendations are tailored to match each outlet’s cuisine and best-selling dishes, whilst menu gap insights highlight opportunities for diversification, positioning UFS not just as a supplier but as a strategic partner in the restaurant’s growth.

“The UFS CDP serves as a powerful engine for driving growth and building meaningful B2B relationships. By focusing on accurate lead qualification, granular data collection, and customised outreach, we maximise return on investment and pave the way for sustained success in the competitive F&B landscape,” the winners shared.

The Malaysia Technology Excellence Awards recognises organisations pushing the boundaries of technological innovation and digital excellence in Malaysia—celebrating those that drive transformation and set new industry benchmarks.

The Malaysia Technology Excellence Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's outstanding contributions in pursuit of technological innovation, please contact Danica Avila at [email protected].