KUALA LUMPUR: Chatime master franchisee for Malaysia, Loob Holding Sdn Bhd, is moving towards creating its own brand for its 165 outlets after the termination of its franchise by franchisor La Kaffa International Co Ltd of Taiwan. In accordance with the franchise agreement, all the current outlets would cease using the Chatime branding only after 45 days. Loob Holding gave notice of this to La Kaffa in a letter last week. On the new brand, Loob CEO Bryan Loo said the management was working closely with franchisees, outlet supervisory staff, frontline workers, partners and associates and the pace would intensify in the coming weeks. "We will surely come up with something better. Loob Holding has 10 brands under us, including this Taiwanese brand which we built from scratch in Malaysia. In 2011, there were a few dozen bubble tea brands and now, there're only three. We are by far the market leader in our segment and we are confident of holding this leadership with our own brand, which will be revealed when the time comes," he said in a statement released today.