13 Taste of Indonesia celebrates diversity
COMPANY Indofood CBP Sukses Makmur Tbk PT
BRAND VALUE US$1,304 million
YEAR ON YEAR CHANGE 18%
INDUSTRY Food and Dairy
YEAR FORMED 1972
Indomie is one of the best-known Indonesian brands around the world, expanding distribution abroad at the same time as developing a steady stream of new flavors and product innovations to keep consumers at home excited about the brand. It made the global Top 10 most-bought brands in the world in Kantar Worldpanel’s 2016 Brand Footprint ranking. Communications in the past year have focused on one of the most famous products in the range, Indomie Goreng, which takes the traditions of Indonesia to the world. Ads show the universal appeal of the product and feature a memorable brand jingle, which is used across many of their current communications. Indomie’s advertising tagline, Berbeda-beda Satu Selera, means “One taste in diversity”, and reflects both the variety of Indonesian tastes and the many variants in the range. New flavors launched in 2017 are fresh interpretations of traditional tastes and recipes and include Indomie Rasa Tahu Tek and Indomie Goreng Sambal Matah. New product innovations include Bite Mie, a dry noodle mini snack aimed at young people, supported by advertising showing how children have for years grown up eating Indomie as a dry snack. Indomie products are distributed across Asia-Pacific, the US, Europe, the Middle East and Africa, and Indomie has recently opened a new processing center in Serbia to fuel European expansion. Parent company PT Indofood Sukses Makmur Tbk is listed on the Indonesia Stock Exchange.