Company: Indofood CBP Sukses Makmur Tbk PT

Brand value: US$154 million

Headquarter city: Jakarta

Industry: Food

Year formed: 1982

Budget noodle brand focuses on value for money

Sarimi is the third-largest instant noodle brand in Indonesia, and as one of the lower priced brands available, enjoys popularity among lower income-earners and more rural consumers. In its communications, the brand tends to feature rural settings and well-known musicians whose traditional ‘dangdut’ music is popular in rural neighbourhoods.

Following the success of their double pack, Sarimi Isi 2, a couple of years ago, Sarimi has launched an even bigger pack and several new flavours. Its advertising slogan is “Sarimi lengkap puasnya”, or “With Sarimi, satisfaction is complete”, with communications focused on the low price, large pack size, and the fact that packs include toppings. Sarimi is distributed in several ASEAN countries, however sales are well below those of the more widely known Indomie brand, which is also made by Indofood. Indofood is listed on the Indonesia Stock Exchange.