Matari adds Sarimi to Indofood brands

Sarimi noodles joins Indomie and Supermie products on Matari's client list. The three make up around a third of the consumer goods company's total sales combined.

Matari has handled Indomie and Supermie, leaders in Indonesia's noodles category, since 2003. Sarimi noodles, while popular in suburban Indonesia, has a weaker profile in urban Indonesia than its premium siblings. Matari has been tasked to strengthen the brand amid increasing competition. The local shop will also handle Indofood's media business.

In the first nine months of the year, Indofood's noodle division grew 25.6 per cent over last year. Indomie, Supermie and Sarimi contributed approximately 44 per cent, 18 per cent and 28 per cent to the category's sales, respectively.

The Indofood group reported net sales of $1.8 billion, representing 18.5 per cent growth year-on-year.