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47 Sarimi

SARIMI

Company: Indofood CBP Sukses Makmur Tbk PT

Brand Value: US $211 million

Headquarters: Jakarta

Year On Year Change: 0%

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; in the past year, the new Gulai Ayam flavor has been in the spotlight, highlighting Sarimi’s links to the flavors of Indonesians’ home town. Promotion of the product has this year been supported by a social media competition in which consumers are invited to share unique stories about their home town, with cash prizes for the winners. Sarimi has also been using Twitter to run a creative cooking competition, in which consumers send in pictures of the dishes they’ve made. Television is the medium most often used by Sarimi, and TV commercials this year include one for the Ikan Peri Pedas (spicy fish) flavored noodles. In early 2017, the company released a statement addressing claims that some products in the Indofood stable were not halal because they contained pork. The statement said there were no pork products in any Indofood noodles. Sarimi is distributed in several ASEAN countries but is less well known than Indomie, which is also made by Indofood.