Indomie
Indomie is a brand of instant noodle produced by Indonesian company PT Indofood Sukses Makmur Tbk, better known as Indofood. It is distributed in Australia, Asia, Africa, New Zealand, United States, Canada, Europe and the Middle East. Outside its main manufacturing plants in Indonesia, Indomie has also been produced in Nigeria since 1995 where it is a popular brand and has the largest instant noodle manufacturing plant in Africa.
Background
Naming
"Indo" stands for "Indonesia" and "mie" is the Indonesian word for "noodles", therefore "Indomie" stands for "noodles from Indonesia" or "Indonesian noodle". Both Indomie and IndoMie can be used to describe the brand.History
Instant noodles were first introduced into the Indonesian market in 1969. Indofood is one of Indonesia's largest pre-packaged food companies and was founded in 1982 by Sudono Salim, an Indonesian tycoon who also owned Bogasari flour mills.The Indomie instant noodle brand was first produced in 1972 by PT Sanmaru Foods Manufacturing Co Ltd with the Indomie Kuah Rasa Kaldu Ayam flavor, followed by the Indomie Kuah Rasa Kari Ayam flavor in 1980. In 1982, PT Sanmaru Foods launched its first dry variant, Indomie Mi Goreng, which quickly became popular in the Indonesian market.
In 1984, PT Sanmaru Foods was acquired by PT Sarimi Asli Jaya which was owned by Bogasari flour mills. It then merged into PT Indofood Sukses Makmur Tbk in the late 1990s. Indomie has become a household name for instant noodle in Indonesia and accounted for around 70 per cent of instant noodle market shares in Indonesia in 2010.
Indomie has won several awards including the Indonesia Best Brand Award, The Most Effective Ad award, the Indonesia Consumer Satisfaction Award and the Indonesia Best Packaging Award.
Description
Indomie is a form of instant noodle. The most popular flavour is Indomie Mi goreng, followed by Indomie Soto Mie, Indomie Ayam Bawang, Indomie Kari Ayam, Indomie Kaldu Ayam and Indomie Ayam Spesial. The Indomie website states that many of their noodles, including meat flavours and vegetarian. Indomie is made from flour supplied by Bogasari flour mills, and fortified with vitamin A, B1, B6, B12, niacin, folic acid and iron. Indomie is certified as halal by the Indonesian Ulema Council, certified ISO 9001:2001 and HACCP from SGS.Varieties
Indomie noodles comes in a variety of brands and flavours. Currently, there are around 49 flavours of Indomie instant noodle variants available in the market, with some variant production having been discontinued. Indomie brand is divided into 5 product categories; Indomie goreng, Indomie kuah, Indomie Jumbo, Kuliner Indonesia and Mi Keriting.Indomie Mi Goreng is the instant version of Indonesian mie goreng ; flavours include Mi Goreng Ayam Bawang, Mi Goreng Soto, Mi Goreng Iga Penyet, Mi Goreng Cabe Ijo, Mi Goreng Rendang and Mi Goreng Pedas. Indomie Kuah refer to soupy variants of Indomie. Flavours include Rasa Ayam Bawang, Rasa Ayam Spesial, Rasa Soto Mie, Rasa Kaldu Udang, Rasa Soto Spesial, Rasa Kari Ayam, Rasa Kaldu Ayam and Rasa Baso Sapi.
Indomie Jumbo is a larger variant with net weight 127–129 grams. Flavours include Mi Goreng Spesial Jumbo and Mi Goreng Jumbo Rasa Ayam Panggang. Indomie Kuliner Indonesia refer to Indonesian traditional cuisine variants; flavours include Mi Goreng Aceh from Aceh, Rasa Soto Padang from West Sumatra, Rasa Soto Lamongan from East Java, Rasa Soto Banjar from South Kalimantan, Mi Rasa Cakalang from North Sulawesi and Rasa Mi Celor from South Sumatra. Mi Keriting, which means "curly noodle", is the premium variant with additional toppings; flavours include Mi Keriting Goreng Spesial, Mi Keriting Rasa Ayam Panggang and Salted Egg Flavour Curly Fried Noodle.
"The Taste of Asia" range includes flavors such as Singaporean Laksa Flavour, Korean Bulgogi Flavour Fried Noodles and Thai Tom Yum Flavour Noodles Soup. "My Noodlez" is an instant noodle variant for children made with seaweed and carrot with crunchy topping; flavors include Mi Goreng Rasa Rumput Laut, Mi Goreng Rasa Salmon Teriyaki and Mi Goreng Rasa Pizza Cheese. Indomie Real Meat is curly noodle with real meat, topping and flavors include Pepper Chicken and Mushroom Chicken. While "Bite Mie" is a crunchy noodle snack with Pizza Barbeque, Tempura Shrimp, and Seaweed flavors.
In 2019, Indomie launched a new variant Indomie Hype Abis in two flavors: Mi Goreng Rasa Ayam Geprek and a limited edition Mi Goreng Chitato Rasa Sapi Panggang . In January 2020, a new variant in Indomie Hype Abis range, Rasa Seblak Hot Jeletot, was added.
Mi Goreng
The "Mi Goreng" range of instant noodles by Indomie, based on the Indonesian dish Mie goreng, entered the market in 1983 and is distributed in North America, Europe, Africa, Australasia and various regions in Asia. The brand flavors are sold in varying weight packets, around 85 g, and contain two sachets of flavorings. The first sachet has three segments and carries the liquid condiments: sweet soy sauce, chili sauce, and seasoning oil with fried onion flakes. The other sachet has two segments for dry seasoning powder and flake of fried shallot. In some regions, Indomie Mi Goreng is also available in jumbo packs.In May 2006, Indomie launched a new variant Indomie Mi Goreng Kriuuk.. 8x. In this product, 8x means "Lebih banyak, Lebih renyah, Lebih gurih, Lebih gede", in three flavors: Chicken, Onion and Spicy. Indomie Mi Goreng is certified halal.
Indomie Mi Goreng contains phenylalanine, so individuals suffering from phenylketonuria should avoid the seasoning. Indomie Mi Goreng also contains monosodium glutamate.
Additionally flavor enhancer 631 can be prepared from meat extract and/or dried sardines, but it can also be created via a microbial synthesis process from a vegetable source, and flavor enhancer 627 is isolated from sardines and/or yeast extract. The inclusion of flavor enhancer 631 and the way it was prepared means Indomie Mi Goreng may or may not be suitable for vegetarians and vegans.
Pop Mie
Indomie cup noodle variety is called Pop Mie ; it comes in a variety flavors including Mi goreng Spesial and Mi goreng Pedas.Pop Mie was first introduced in Indonesia in 1991, and it is now available in 8 regular flavors and 3 mini flavors.
Timeline
- In 1972, Indomie was first introduced to the market in Indonesia.
- In 1988 Indomie was introduced in Nigeria by export, and in 1995 the company opened its first production factory in Nigeria under Dufil Prima Foods – the first instant noodles manufacturing plant of its kind in Nigeria and the largest in Africa. Indomie Instant Noodles has grown to become a household name across the country.
- In 2005, Indomie broke the Guinness Book of World Records category for "The Largest Packet of Instant Noodles", creating a packet that was 3.4m x 2.355m x 0.47m, with a net weight of 664.938 kg, which is about 8,000 times the weight of a regular pack of instant noodles. It was made using the same ingredients as a regular pack of instant noodle and was certified fit for human consumption.
- On 13 December 2009, Roger Ebert, popular film critic from United States for Chicago Sun-Times, ranked Indomie in one of his "Twelve Gifts of Christmas" in position No. 1.
- On 3 January 2010, Indomie launched the new pack design from its company.
- On 7 October 2010, In Taipei, The Taipei County Public Health Bureau announced that cosmetic preservatives were found in Indomie instant noodle products and ordered all vendors to withdraw the product from the market. On 11 October, Indofood released an official statement regarding the Taiwan Incident: "The Company believes that the recent reports in the Taiwanese media arose concerning instant noodle products manufactured by ICBP that were not intended for the Taiwanese market." The authorities there have since allowed the instant noodle products to re-enter Taiwan market on 6 May the next year.
- In May 2011, rapper Jesse Two Ocean released a music video called "Indomie" about the Indomie noodle brand.
- On 26 March 2013, Indomie Pepper Chicken Flavour made its official launch.
- In November 2013, Indofood launched the Taste of Asia flavours with Tom Yum, Bulgogi and Laksa flavours.
- On 1 January 2014, Indomie launched a new flavor called Iga Penyet.
- In September 2014, Indomie launched two new flavours called Dendeng Balado and Soto Lamongan. Its TV commercial featured the song by Two Door Cinema Club, "What You Know".
- In October 2015, Indomie launched three new flavors special for children, called My Noodlez, with a crunchy topping, Pizza Cheese, Salmon Teriyaki and Seaweed flavors.
- On 11 January 2016, Australian singer-songwriter Courtney Barnett releases song Three packs a day, a song about Mie goreng on a compilation on her record label Milk!
- In March 2016, Indomie launched two new flavors, Mi goreng with soup-based flavors, Mi goreng Rasa Ayam Bawang and Mi goreng Rasa Soto, and also launched Chitato potato chips with Indomie Mi goreng flavor. On June of the same year, Indomie launched the Real Meat flavors with Ayam Jamur and Rendang, and also launched Bite Mie noodle snack with BBQ Pizza, Seaweed and Shrimp Tempura flavors.
- On 6 November 2016, Indomie was, for the first time, spotted as a sponsor of Premier League title holders Leicester City during a league match against West Bromwich Albion.
- In January 2017, Indomie launched a new flavor called Tengkleng and Tahu Tek, while in February, the company further launched two new flavors, Mi goreng with chili condiment flavors, Mi goreng Rasa Sambal Matah and Mi goreng Rasa Sambal Rica-rica. In April of the same year, Indomie launched the Real Meat flavors with Empal Goreng and Telur Balado.
- June 2017, to commemorate Indomie's 45th anniversary, Indomie launched Indomie Vintage variant with old packaging design but with new serving suggestion illustration, with Rasa Kaldu Ayam , Rasa Kari Ayam and Mi goreng. These variants were first sold at Jakarta Fair 2017.