Indomie won the best instant ramen ranking in the daily version from the United States, the LA Times. “Placing Indomie as the champion is actually cheating because Indomie is more accurately called instant noodles rather than ramen,” writes food columnist Lucas Kwan Peterson in the LA Times. However, he did not care. Because, according to Peterson, Indomie is very tasty. Peterson said, when Indomie roasted chicken and spices unite, they give a sensation of heavenly taste. So what is the history of this noodle with the slogan “Indomie my taste”? Instant noodles were first introduced to the people of Indonesia in 1969.
Initially, the existence of instant noodles was doubted. However, the price is affordable, easy to serve, and tends to be durable so that Indomie, which first launched in 1972, developed rapidly with the acceptance of instant noodles in Indonesia. Launching from the official website of Indomie, the first product that was introduced was the Indomie Chicken Broth. Then, in 1982, sales of Indomie products experienced a very significant increase after the launch of Indomie dressing Curry Chicken flavor.
Indomie was even more popular, when in 1983 a taste variant of Indomie Mi Goreng appeared. Indomie was first made by PT Sanmaru Food Manufacturing Co. Ltd. However, in 1984 the company was bought by PT Sarimi Asli Jaya, which produces Sarimi. Then in 1990, PT Indofood Sukses Makmur Tbk which was previously named PT Panganjaya Intikusuma acquired the company so Sarimi and Indomie were under one company. The existence of PT Indofood cannot be separated from the figure of Sudono Salim or Liem Sioe Liong.
Launching from the Kompas daily, Sunday (12/20/1992), Salim and his Salim Group implemented an integrated business strategy. At least 90 percent of the domestic instant noodle market at that time was controlled by the Salim Group through Supermi, Sarimi, Super Cup products, and so on. In fact, the sales turnover was almost Rp. 1 trillion in 1990. Popular to foreign countries Over time, Indomie is increasingly popular even to foreign countries, such as Singapore, Malaysia, Hong Kong, and Taiwan, and even has reached countries in Europe, the Middle East, Africa, and America.
The popularity of Indomie has spread overseas because of the efforts of PT Indofood Sukses Makmur since the first marketing it to other countries in 1992. “When it comes to being popular, Indomie has been since 1992, so it has roots and is the first original,” said the Director of PT Indofood Sukses Makmur Franciscus Welirang, reported Kompas.com (8/6/2017).
Now Indomie has a number of factories in various countries, such as Malaysia, Saudi Arabia, Nigeria, Syria, and Egypt. In fact, in 2016 Indomie had entered the ranks of the 10 most widely bought brands worldwide based on the research of the Kantar Worldpanel company entitled Brand Footprint.