Bakery products company HSS Holdings (KLSE:HSSBAKERY) has partnered with Eco-Shop Marketing to launch its ready-to-decorate Blind Box Cake across outlets in Peninsular Malaysia in August, as their first joint venture, according to a Wednesday filing to Bursa Malaysia.

The product is part of a three-year collaboration agreement between the company's wholly-owned subsidiary H.S.S. Confectionery Foodstuff and Eco-Shop, which will serve as the sole retail channel for the product in Malaysia throughout the agreement period.

Under the pact, HSS will handle product development, manufacturing, packaging and quality assurance while Eco-Shop leads in-store presentation, sales campaigns and promotional initiatives across its retail network.