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Indonesia 2015 | Brand Profiles | 50 | Bimoli

Company: Salim Ivomas Pratama Tbk PT

Brand value: US$110 million

Headquarter city: Jakarta

Industry: Food

Year formed: 1978

Leading cooking oil takes ‘golden glow’ to neighboring markets

Bimoli is Indonesia’s leading brand of cooking oil, a staple product in Indonesian cooking. It is a vegetable oil derived from palm oil. Bimoli prides itself on its ‘golden refinery’ technology in processing, which results in cooking oil with a golden glow. Its brand promise is “Kilaunya Hidupkan Semangat”, meaning ‘”Its glow ignites the spirit”. Sales of oils and fats in Indonesia are dominated by unbranded products, both at retail and to the food service industry, with 75 percent of sales in the category unbranded in 2014. The majority of Bimoli sales come from Indonesia, but the brand is also exported to Papua New Guinea, the Philippines and Timor Leste.

Parent company Salim Ivomas Pratama owns four manufacturing plants in Indonesia, in Jakarta, Surabaya, Bitung and Medan, and in addition to its flagship brand, Bimoli also produces the Simas and Royal Palmia margarine brands. Salim Ivomas Pratama was listed on the Indonesia Stock Exchange in 2011.