44 Noodles serve up taste of family life
COMPANY Indofood CBP Sukses Makmur Tbk PT
BRAND VALUE US $192 million
YEAR ON YEAR CHANGE 10%
INDUSTRY Food and Dairy
YEAR FORMED 1968
Supermi is a popular brand of instant noodles that appeals to families, drawing on family mealtimes in its advertising and celebrating mothers’ recipes that create moments of comfort and togetherness. Supermi is owned by Indofood, which also produces Indomie and Sarimi; Supermi is the mid-range option, and all three have had their products certified Halal in the past year. Supermi has recently aired a new television commercial promoting a new variety: Opor Ayam (a type of chicken curry). In late 2016, the brand provided a fresh take on Mothers’ Day advertising with an online video about a man who forgot it was Mothers’ Day. His solution was to surprise his wife by cooking one of her most trusted Supermi dishes when she came home. Indofood is listed on the Indonesia Stock Exchange and also produces dairy products, snacks, food seasonings, baby food and beverages.