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Indonesia 2015 | Brand Profiles | 40 | Supermi

Company: Indofood CBP Sukses Makmur Tbk PT

Brand value: US$158 million

Headquarter city: Jakarta

Industry: Food

Year formed: 1968

Noodle pioneer focuses on family and tradition

Supermi was the first brand of instant noodles to launch in Indonesia, and highlights this heritage through its communications and product range. While its packaging has been updated to give it a modern feel, their most recent product lines bring to life the flavors of traditional Indonesian dishes such as sop buntut (oxtail soup) and semur ayam, a type of chicken stew with sweet gravy. Since 2013, Supermi has promised consumers ‘Kelezatan yang tak terganti’, irreplaceable deliciousness, and its advertising campaigns focus on family settings, usually a mother serving a meal to the family. The link between the present day and the history of the brand is underlined with comments in ads such as “the brand my mother used to cook” and “it reminds me of my mother’s cooking”. Supermi is owned by Indofood, which also produces Indomie and Sarimi; Supermi is the mid-range option. Indofood is listed on the Indonesia Stock Exchange. The company also produces dairy products, snacks, food seasonings, baby food and beverages.