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Indonesia 2015 | Brand Profiles | 14 | Indomie

Company: Indofood CBP Sukses Makmur Tbk PT

Brand value: US$1,039 million

Headquarter city: Jakarta

Industry: Food

Year formed: 1972

Noodle brand that takes the taste of Indonesia to the world

Indomie is an Indonesian 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-beda Satu Selera”, means “One taste in diversity”, and reflects both the variety of Indonesian tastes and the many variants in the range. A premium range, Taste of Asia, was launched in 2013, and proved so popular that in the past year the brand has expanded further into the premium segment with its Indonesia Culinary Series of flavors. Indomie is one of Indonesia’s best-known international brands, distributed across Asia-Pacific, the U.S., Europe, the Middle East, and Africa; its Indomie Goreng noodles take the taste of Indonesia to the world.

While domestic sales volume has been fairly static in the past year, sales value rose due to higher prices and the success of the premium range. Noodles are by far the biggest contributor to sales by the parent company, PT Indofood Sukses Makmur Tbk, which is listed on the Indonesia Stock Exchange.