Company: IndofoodCBPSuksesMakmurTbkPT Brand value:US$1,103 million Year on year change: 6% Headquarter city: Jakarta Industry:Food and Dairy Year formed: 1972
Indomie is a household name synonymous with great-tasting instant noodles in a range of flavors. The brand regularly launches new flavors, often inspired by well-known local and international dishes. Indomie’s advertising slogan, Berbeda-bedaSatuSelera, means ‘One taste in diversity’, and reflects both the variety of Indonesian tastes and the many variants in the range. New products launched in the past year include Indomie My Noodlez, which is targeted specifically at children, with healthy ingredients such as seaweed, and Indomie Bite Mie mini noodle snacks.
Brand communications have been refreshed in the past year to appeal more to millennial consumers; they include an online campaign to divide the population into a fried noodle team (#TimGoreng) or noodle soup team (#TimKuah). Indomie has run a Facebook competition to create color-themed noodle toppings, and have used social media extensively to promote new products and flavors. Parent company Indofood organized a culinary festival in Jakarta, Indofood Festival Pilihan Rakyat, to promote its brands.
Indomie is one of Indonesia’s best-known international brands, distributed across Asia-Pacific, the US, Europe, the Middle East and Africa; its Indomie Goreng noodles take the taste of Indonesia to the world. Parent company PT Indofood Sukses Makmur Tbk is listed on the Indonesia Stock Exchange.