Indomie

Indomie is a brand of instant noodle produced by the Indonesian company Indofood.[1] Indofood itself is the largest instant noodle producer in the world, with 16 factories, 15 billion packets of Indomie are produced annually. Indomie is also exported to more than 60 countries around the world. Indofood's key export markets include Australia, India, Iraq, Papua New Guinea, Hong Kong, East Timor, Jordan, Saudi Arabia, the United States, New Zealand, Taiwan, and other countries in Europe, Africa, the Middle East and Asia.[2] Outside its main manufacturing plants in Indonesia, Indomie has been produced in Nigeria since 1995 where it is a popular brand. Indofood has the largest instant noodle manufacturing plant in Africa.[3]

Indomie
Product typeInstant noodle
Produced byIndofood
Introduced1972
MarketsWorldwide
Tagline
  • Seleraku Indomie (Indonesia)
  • Indomie My Choice (worldwide)
Websiteindomie.co.id

Background

Etymology

Indomie's name is derived from "indo" for "Indonesia" and "mie", the Indonesian word for "noodles".[4]

History

Instant noodles were introduced into the Indonesian market in 1969.[5] Indofood is one of Indonesia's largest pre-packaged food companies which 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 (chicken stock) flavour and followed by the Indomie Kuah Rasa Kari Ayam (chicken curry) flavour in 1980. In 1982, PT Sanmaru Foods launched its first dry variant (served without soup), Indomie Mi Goreng, which quickly became popular in the Indonesian market.[5]

In 1984, PT Sanmaru Foods was acquired by PT Sarimi Asli Jaya, which was owned by Bogasari flour mills, before they merged into PT Indofood Sukses Makmur Tbk in the late 1990s. Indomie has become a household name for instant noodles in Indonesia and accounted for around 70 percent of instant noodle market shares in Indonesia in 2010.[6]

Indomie won several awards including the Lausanne Index Prize(L.I.P.), Indonesia Best Brand Award (IBBA), the Most Effective Ad award, the Indonesia Consumer Satisfaction Award (ICSA), and the Indonesia Best Packaging Award.[7][8]

Description

Indomie is made from flour supplied by Bogasari flour mills, and fortified with vitamins A, B1, B6, B12, as well as niacin, folic acid and iron.[9] Indomie is certified as halal by the Indonesian Ulema Council, certified ISO 9001:2000 and HACCP from SGS.[9]

Varieties
The contents of a packet of mi goreng rendang

Indomie noodles come in a variety of brands and flavours.[10] The brand is divided into five product categories: Indomie goreng (fried noodle served without soup), Indomie kuah (with soup), Indomie Jumbo (large), Kuliner Indonesia (Indonesian cuisine), and Mi Keriting (premium curly noodle).

Indomie Mi Goreng is the instant version of Indonesian mie goreng (fried noodle).[11] Indomie Jumbo is a larger variant with a net weight of 127–129 grams.[12] Indomie Kuliner Indonesia refers to Indonesian traditional cuisine variants, such as Mi Goreng Aceh (Acehnese Fried Noodle), Rasa Soto Padang (Padang Soto flavour), Rasa Soto Lamongan (Lamongan Soto flavour),[13] Rasa Soto Banjar (Banjar Soto flavour), Mi Rasa Cakalang (Skipjack Tuna flavour), and Rasa Mi Celor (Blanched Noodle flavour).[14] Mi Keriting is the premium variant with additional toppings.[15][16]

"The Taste of Asia" includes flavours like Singaporean Laksa flavour, Korean Bulgogi flavour, Fried Noodles and Thai Tom Yum flavour Noodle Soup.[17]

Mi Goreng
Cooked Indomie Mi Goreng Iga penyet (Indonesian Spicy Ribs) flavour, served with fried egg and vegetables.

The Mi Goreng (stir fry) line 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 flavours are sold in varying weight packets of around 85g and contain two sachets of flavourings. 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, Mi Goreng is also available in jumbo (120 gram) packs.[18]

In May 2006, Indomie launched a new variant, Mi Goreng Kriuuk 8x.

Timeline
  • 1972: Indomie was introduced to the market in Indonesia.
  • 1988: Indomie was introduced in Nigeria through exports, 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.[19][20][3]
  • 2005: Indomie broke the Guinness Book of World Records category for "The Largest Packet of Instant Noodles" by 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 noodles and was certified fit for human consumption.[21]
  • 13 December 2009: Roger Ebert put Indomie on his "Twelve Gifts of Christmas".[22]
  • 3 January 2010: Indomie released its new design.
  • 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.[23] On 11 October, Indofood released an official statement: "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."[24] The authorities there have since allowed the instant noodle products to re-enter Taiwan market on 6 May 2011.[25]
  • May 2011: rapper Jesse Two Ocean (J2O) released a music video called "Indomie" about the Indomie noodle brand.[26]
  • 2014: A comic book series called "The Indomitables" was released with cartons of indomie as a form of promotion in Nigeria with quests. The five winners were given many prizes amongst which was a trip to Dubai. Subsequently, an animated series (The Indomitables) based on the comic books went on air.
  • 11 January 2016: Australian singer-songwriter Courtney Barnett released a song, "Three packs a day" about Mi goreng on a compilation on her record label Milk![27]
  • 6 November 2016: Indomie was a sponsor of Premier League title holders Leicester City during a league match against West Bromwich Albion.

See also

References
  1. "Noodles in Indonesia". euromonitor.com. March 2014.
  2. http://djpen.kemendag.go.id/app_frontend/admin/docs/publication/5361548127292.pdf.
  3. Arzia Tivany Wargadiredja (24 April 2017). "How Indomie Became Insanely Popular in Nigeria". Vice. Retrieved 3 July 2017.
  4. "How Indomie became insanely popular in Nigeria". www.vice.com. Retrieved 25 July 2020.
  5. "Sejarah" (in Indonesian). indomie.com. Archived from the original on 15 April 2019. Retrieved 19 September 2014.
  6. "Indomie Kuasai 70 Persen Pasar Mie Instan" (in Indonesian). Republika Online. 13 October 2010. Retrieved 19 September 2014.
  7. "Awards (2001–2013)" (in Indonesian). indomie.com. Archived from the original on 10 September 2018. Retrieved 19 September 2014.
  8. "2020 L.I.P. Best Product of the Year - Indomie".
  9. "Ingredients". Indomie.com.
  10. Lucy Suganda (Indofood Marketing Manager) (28 November 2013). "Indofood Explores Asian Culinary Flavours". indofood.com.
  11. "Indomie Kuah". indomie.com. Retrieved 17 December 2018.
  12. "Indomie Jumbo". indomie.com. Retrieved 18 September 2014.
  13. "Kuliner Indonesia". indomie.com. Retrieved 18 September 2014.
  14. "Selera Nusantara". indomie.com. Retrieved 17 December 2018.
  15. "Introducing Indomie Salted Egg | Mini Me Insights". www.minimeinsights.com. Retrieved 20 September 2018.
  16. "Mi Kriting". indomie.com. Retrieved 17 December 2018.
  17. "Taste of Asia". indomie.com. Retrieved 17 December 2018.
  18. "Creating a Graphic Novel : Art – Food – PhotographyIndomie Mi Goreng Jumbo – Tom Yum – Instant Noodles – Creating a Graphic Novel : Art – Food – Photography". Sigmatestudio.com. Retrieved 17 September 2016.
  19. "Archived copy". Archived from the original on 19 December 2011. Retrieved 22 December 2011.CS1 maint: archived copy as title (link)
  20. "Archived copy". Archived from the original on 25 October 2011. Retrieved 22 December 2011.CS1 maint: archived copy as title (link)
  21. "Largest packet of instant noodles". Guinnessworldrecords.com. Retrieved 17 September 2016.
  22. "Archived copy". Archived from the original on 7 February 2013. Retrieved 1 January 2015.CS1 maint: archived copy as title (link)
  23. "Harmful preservatives found in Indonesian instant noodles". Chinapost.com.tw. Retrieved 17 September 2016.
  24. "Indofood – Total Food Solutions Company". Web.archive.org. 14 October 2010. Archived from the original on 14 October 2010. Retrieved 17 September 2016.CS1 maint: bot: original URL status unknown (link)
  25. "Indonesia Today – Breaking News". Theindonesiatoday.com. Archived from the original on 10 March 2016. Retrieved 17 September 2016.
  26. j2ocean (8 May 2011). "J2O – Indomie". Youtube.com. Retrieved 17 September 2016 – via YouTube.
  27. "Hear Courtney Barnett's Noodly New Song, 'Three Packs A Day' – Music Feeds". Music Feeds. Retrieved 9 March 2016.
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