Targeting the emerging baby finger foods sector, Indonesia-based Indofood CBP Sukses Makmur has expanded into the child-friendly rice cracker segment with the launch of Promina Rice Crackers Broccoli & Kale for children aged one to three years. The product has been produced in collaboration with Chinese baby food manufacturer the Fujian Tongcheng Food Group.

With a strong distribution network, Indofood markets and sells a range of baby biscuits, crunchies, puffs, rusks and crackers under its Sun and Promina brands.
Baby finger food consumption in Indonesia has been experiencing steady growth with manufacturers extending their production line of baby snacks and crackers as awareness of the importance of nutrition in early childhood grows. The product segment has been embraced by parents for their children starting from six months onwards, as finger foods aid in the development of chewing and motor skills and are designed to help teeth develop healthily.

The launch reflects multiple trends in the baby finger food category. The certification of the rice crackers as halal by the Indonesian authorities highlights the increasing importance of catering to diverse dietary preferences and religious considerations in product offerings. This can be further corroborated by a GlobalData consumer survey in which 71% of consumers in Indonesia stated that their product purchases were either always or often influenced by how well the product or service is tailored to their needs and personality.

Busy parents seek healthy snack options

An emphasis on being free from monosodium glutamate and high in essential nutrients aligns with the ongoing trend towards clean-label and functional foods, in which consumers prioritise transparency and the health benefits of their food choices. According to a recent GlobalData consumer survey, 73% of Indonesian respondents stated that their product purchases were either always or often influenced by how product or service impacts their health and wellbeing.

Indofood CBP Sukses Makmur has reformulated Promina Nasi Tim Ayam Wortel Tomat, an instant steamed rice product for children aged one and above, with a packaging makeover. This is in line with the growing demand for convenient and nutritious finger foods, catering to the needs of busy parents seeking healthy snack options.

Indofood’s expansion into the child-friendly rice cracker segment and the reformulation of its instant steamed rice product reflects a strategic move to capitalise on emerging consumer trends and meet the evolving needs of parents seeking instant and healthy chewing options for their children.

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