Established noodles brand seeks to enter more markets

Cheong says Indofood Food Industries, famous for Indomie noodles, is entering a different market with its Qtela chips and Trenz sandwich crackers.

ONE of the big names in instant noodles in the country, Indomie is determined to make a name for itself in other segments.

Having entered the soup noodles segment successfully a few years ago, it is now making a name for itself in snack products.

Malaysians have been able to enjoy the taste of its new Chitato potato chips that serve up a rich variety of flavours, such as supreme cheese and chicken barbecue for a year now.

Indofood (M) Food Industries Sdn Bhd general manager Cheong Hwa Seng said more products are currently in the Tasek-based company’s pipeline.

The company will be introducing Qtela chips and Trenz sandwich crackers, new snacks from the Indofood family that Malaysians have yet to become acquainted with.

“Indofood has a wide range of products sold in Indonesia, although 70% of its core business is noodles.

“In Malaysia, we have yet to fully establish other brands of foods except for the Indomie range.

“But after years of strengthening our reputation, it is time to introduce more best-selling products to the local market,” he said.

Judging from sales of Chitato, Cheong is optimistic that Malaysians will open their arms to Qtela and Trenz.

“Chitato has been doing well since it was launched. Initially, we were able to sell one container (1,350 cartons containing 24 packets) every three months.

“Now, we are selling one container every month.

“We are targeting for sales to continue increasing so we can hit 30 containers a year by next year,” he said.

Qtela features two different kinds of chips – cassava and sweet potato.

“The chips are crinkle cut, which means they will do better in retaining the flavour of the seasoning,” said Cheong.

As for Trenz, he said the sandwich crackers comes in an array of unique flavours that Indonesians like to include in their snacks, such as seaweed and cheese.

“When combined, these make the perfect mixture for Malaysians who have the habit of snacking, or those who are looking to catch the upcoming World Cup soon,” he quipped.

Both products are expected to hit Malaysian markets soon as they are currently in the process of being sent to distributors.

Cheong said it is no easy task trying to bring new snack products under the Indofood brand, as the snacks market is heavily dominated by big names.

“The two biggest snack companies in Malaysia already take up to 50% of the market share.

“There are also a handful of companies that choose to highlight their branding to justify a slightly higher price for their products,” he said.

This was not the way Indofood is going to do it, Cheong said.

“We can’t go in head on with a ‘higher than market value’ price and at the same time, we can’t sell the brand because we don’t have one yet for snacks.

“What we currently have is Indomie. This is already a testament that shows product quality is guaranteed,” he said.

Using Chitato as another testament, Cheong said it could already be seen that the public’s acceptance of its taste has been good.

“We will need a proper announcement to show the public that we have a line-up of fancy yet affordable products with flavours that will appeal to taste buds.

“Through sampling at various promotional booths, we also hope that this is one way we can attract them to come back for our snacks the same way they kept coming back for Indomie,” he said.

Speaking on Indofood’s signature product, Cheong said the goreng variety of Indomie now comes with four indulgent flavours – Mi Goreng Hot and Spicy, Mi Goreng Rendang, Mi Goreng Soto, Mi Goreng Cili Hijau – in addition to the brand’s iconic original Mi Goreng flavour and Mi Goreng Special.

For the indulgent variety, he shared that Mi Goreng Hot and Spicy and Mi Goreng Rendang were currently their top selling flavours.

“However, our Mi Goreng Soto is cutting a close second as its sales are catching up to the Rendang flavour.

“In our five-year plan, we are working to ensure that Mi Goreng Soto will become number one,” he said.

In comparison with the original Mi Goreng chicken-based, salty flavour, Mi Goreng Soto’s prime flavouring ingredients include lemongrass and lime, producing a sourer taste.