42 Fresh flavors from value noodle brand
COMPANY Indofood CBP Sukses Makmur Tbk PT
BRAND VALUE US $210 million
YEAR ON YEAR CHANGE 18%
INDUSTRY Food and Dairy
YEAR FORMED 1982
Sarimi is one of the best-known instant noodle brands in the country, and tends to be popular among low-income earners and rural families as it is one of the cheapest brands in the category. The brand regularly adds new flavors to its product range; new out in the past year are several varieties that reflect traditional Indonesian dishes, including Sarimi Gulai Ayam, and Tongseng Ayam. It also highlights product quality and value for money in its communications. TV commercials often feature a village setting and traditional Indonesian music known as dangdut, and frequently tell a humorous story. Online communications have not been a strong focus, given that Sarimi consumers are less likely than the general population to be connected, but offline activities, such as this year’s “Grebek Kampung” or “Storming the Village” competition work well for this audience. Sarimi is distributed in several ASEAN countries but is less well known than Indomie, which is also made by Indofood. Indofood is listed on the Indonesia Stock Exchange.