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Biscuit brand serves up happiness



Company: PT. Mayora Indah Tbk

Brand value:  US$159 million

Year on year change: n/a

Headquarter city: Jakarta

Industry: FMCG

Year formed: 1948


Roma is a leading biscuit brand that has been a staple in Indonesian homes for nearly 70 years, with a range of popular variants including Marie, Roma Kelapa, Roma Slai O’lai, Roma Better, and Roma Sari Gandum. Its pricing makes it widely affordable, and the brand presents itself as the perfect choice for family consumption. Roma launched a new logo in 2013 along with a new tagline, “Serving Goodness and Happiness”. The logo includes a crown to represent great quality, wheat fields to remind consumers of the nutritional content of its biscuits, and a smile to reinforce the happiness message. Advertising tends to focus on specific biscuits in the Roma range; in 2017, this includes a light-hearted TV ad featuring a family enjoying Roma Sandwich biscuits, and over Ramadan 2016, Roma promoted its Kelapa coconut-flavored biscuits, to be enjoyed at the end of fasting. This year, Roma is also running a TV ad for the parent brand, promoting the breadth of the range and the quality of production. Roma biscuits are available in more than 90 countries, distributed by Inbisco. Mayora Group became a listed company in 1990 and is listed on the Indonesia Stock Exchange.