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Indomie

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Indomie
Indomie in a supermarket in the Philippines.
Product typeInstant noodle
OwnerIndofood
CountryIndonesia
IntroducedJune 1972; 52 years ago (1972-06)
MarketsWorldwide
Tagline
  • Indomie, Seleraku! (Indonesia)
  • Flavour, Favoured by The World (worldwide)
  • Tasty Nutrition. Good For You. (Nigeria)
  • Delicious, economical, practical./ Ready flavor in three minutes. (Turkey)
Websiteindomie.com

Indomie is an instant noodle brand produced by the Indonesian company Indofood,[1] the largest instant noodle manufacturer in the world with 16 factories. Over 28 billion packets of Indomie are produced annually,[citation needed] and exported to more than 90 countries. Indomie has been produced mainly in Indonesia since it was first introduced in June 1972; it has also been produced in Nigeria since 1995, and in Turkey since 2010. Since its introduction in the region in the 1980s, Indomie has become increasingly popular in African countries.[2]

Background

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Etymology

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Indomie's name is derived from "Indo" for "Indonesia" and "mie", an older spelling of the Indonesian word for "noodles", "mi".[3]

History

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Instant noodles were introduced into the Indonesian market in 1969.[4] Indofood is one of Indonesia's largest pre-packaged food companies which was founded in 1982 by Sudono Salim (1916–2012), an Indonesian tycoon who also owned Bogasari Flour Mills.

The Indomie instant noodle brand was first produced in June 1972[5] by PT Sanmaru Food Manufacturing Co. Ltd. with the Indomie Kuah Rasa Kaldu Ayam (chicken broth) flavour and followed by the Indomie Kuah Rasa Kari Ayam (chicken curry) flavour in 1980. In 1982, PT Sanmaru Food launched its first dry variant (served without soup), Indomie Mi Goreng (fried noodle), which quickly became popular in the Indonesian market.[4]

In 1984, PT Sanmaru Food was acquired by PT Sarimi Asli Jaya, which was owned by Bogasari flour mills, before they merged into PT Indofood Sukses Makmur Tbk in 1994. Indomie accounted for around 70 per cent of the instant noodle market in Indonesia in 2010.[6]

Indomie won multiple 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]

Varieties

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The contents of a packet of mi goreng rendang

Indomie noodles come in a variety of brands and flavours.[9] The brand is divided into five product categories: Indomie goreng (fried noodle served without soup), Indomie kuah (with soup), Kuliner Indonesia (Indonesian cuisine), Mi Keriting (premium curly noodle), and Hype Abis (unique spicy flavours). Many of the Indomie flavours were created by Nunuk Nuraini, an employee in the instant noodle division of Indofood.[10]

Indomie noodle soup flavours include Rasa Ayam Bawang (onion chicken flavour), Rasa Ayam Spesial (special chicken flavour), Rasa Kaldu Ayam (chicken broth flavour), Rasa Kaldu Udang (shrimp broth flavour), Rasa Kari Ayam (chicken curry flavour, also available with fried onion in Java and Bali islands of Indonesia), Rasa Soto Mie (Soto mie or vegetable flavour), and Rasa Soto Spesial (Special Soto flavour with Koya powder).[11] There is also Beef and Vegetables (vegetarian) noodle soup flavours in some export markets.

Mi Goreng

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

The Mi Goreng (stir fry) line of instant noodles is based on the Indonesian dish mie goreng (fried noodles). It 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 85 grams (3 oz) and contain two sachets of flavourings. The first sachet has three segments containing sweet soy sauce, chili sauce, and seasoning oil. The other sachet has two segments for dry seasoning powder and fried shallot flakes. In some regions, Mi Goreng is also available in Jumbo (large) packs, a larger variant with a net weight of 127–129 grams (4.48–4.55 oz).[12]

The line is available in Mi Goreng (original fried noodle, also available with fried onion and chili sauce in Java and Bali islands of Indonesia, as well in Australia, Canada, and the United States), Mi Goreng Pedas (spicy fried noodle with fried onion), Mi Goreng Rasa Ayam Panggang (barbeque chicken flavoured fried noodle, available with fried onion in export markets), and Mi Goreng Rasa Sate (Satay flavour fried noodle with fried onion; discontinued in Indonesia and currently only available in Taiwan and Australia). The first three flavours are also available in cup noodle variant in export markets. There is also Mi Goreng Rasa Cabe Ijo or Mi Goreng Perisa Cili Hijau (green chili flavour fried noodle, only available in Indonesia, Malaysia, Saudi Arabia, and Taiwan), Mi Goreng Rasa Iga Penyet (spicy beef ribs flavour fried noodle, available in Indonesia, Vietnam, and export markets), Mi Goreng Rasa Soto (Soto flavour fried noodle, currently available in Malaysia), Mi Goreng Rasa Sambal Matah (Balinese Sambal flavour fried noodle; has since been discontinued), Mi Goreng Rasa Sambal Rica-Rica (Minahasan Sambal flavour fried noodle),[13] and Mi Goreng Kriuuk.. Pedas (fried noodle with spicy crunchy fried onion). The latter three are only available in Indonesia. The Jumbo variant is only available in Mi Goreng (original fried noodle with fried onion), Mi Goreng Rasa Ayam Panggang (barbeque chicken flavour fried noodle with dried vegetable garnish), and Mi Goreng Rendang (Rendang flavored fried noodle with Krendangz fried topping).[14]

Other variants

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Indomie Kuliner Indonesia refers to Indonesian traditional cuisine variants, such as Mie Aceh (Acehnese fried noodle with fried onion, also available in Malaysia), Mi Goreng Rasa Ayam Pop (Pop chicken flavour fried noodle), Mi Goreng Rasa Cakalang (skipjack tuna flavour fried noodle), Mi Goreng Rasa Rendang (spicy beef flavour fried noodle, also available in Vietnam and export markets), Rasa Coto Makassar (Makassarese Soto flavour), Rasa Empal Gentong (Cirebonese clay pot beef soup flavour), Rasa Mie Celor (spicy coconut shrimp noodle soup flavour), Rasa Mie kocok Bandung (Bandung beef noodle soup flavour), Rasa Rawon Pedas Mercon (East Java spicy beef soup flavour), Rasa Soto Banjar (Banjar Soto flavour), Rasa Soto Banjar Limau Kuit (Banjar Soto with kaffir lime flavour), Rasa Soto Lamongan (Lamongan Soto flavour), Rasa Soto Medan (Medanese Soto flavour), and Rasa Soto Padang (Padang Soto flavour).[15]

The contents of Indomie pancit canton

Mi Keriting (curly noodle) is the premium variant with additional toppings. It is available in Rasa Ayam Panggang (grilled chicken flavour with separate soup), Goreng Spesial (special fried curly noodle), and Salted Egg flavour fried curly noodle.[16][17] There is also Real Meat fried curly noodle variants with real chicken meat, available in Mushroom Chicken and Pepper Chicken flavours.

The Hype Abis series are the variants with unique spicy flavours that were introduced in 2019, and are only available in Indonesia. Variants include Mi Goreng Rasa Ayam Geprek (spicy crushed fried chicken flavour fried noodle, introduced in early 2019),[18][19] Rasa Seblak Hot Jeletot (Sundanese spicy soup flavour, introduced in early 2020),[20] and Mi Goreng Rasa Kebab Rendang (spicy beef kebab flavour fried noodles, introduced in September 2022).[21] There was also Mi Goreng Chitato Rasa Sapi Panggang (fried noodle with Chitato beef barbeque flavour), a limited edition flavour in collaboration with Chitato potato chips brand to celebrate Chitato's 30th anniversary, available from May 2019,[22] and Mieghetti Rasa Bolognese (Bolognese sauce flavour spaghetti-style noodle), available from early 2021 until 2022.[23][24]

The Japanese Ramen series that were introduced in March 2023, is available in Shoyu flavour soup noodles, Takoyaki flavour fried noodles (similar to Yakisoba), and Tori Miso flavour soup noodles.[25] Since December 2023, the Japanese Ramen series is also available in Tori Kara (spicy chicken) flavour soup noodles.[citation needed]

The Philippine Indomie Mie Goreng series include fried noodles and pancit canton.[26]

Nigeria

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Igbo language advertisement for Indomie in Nigeria

In Nigeria, Indomie was introduced in the 1980s, and is manufactured by Dufil Prima Foods, a joint venture of Indofood and the Singapore-based Tolaram Group.[27] It is available in Chicken, Onion Chicken, Chicken Pepper Soup, and Oriental Fried Noodles flavours. There is also Indomie Relish variant in Chicken Delight and Seafood Delight flavours.[28]

Indomie Nigeria hosts a yearly award ceremony aimed at recognising, celebrating, and awarding brave Nigerian children after rigorous search processes.[29]

Turkey

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In Turkey, Indomie is available in chicken, vegetables, curry, special, soy sauce, hot and spicy, veal flavours. [citation needed]

Pop Mie

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Pop Mie is an instant cup noodle brand which is a sub-brand of Indomie, first introduced in Indonesia in 1991. The soup variant is available in Rasa Ayam (chicken flavour), Rasa Ayam Bawang (onion chicken flavour) Rasa Baso (meatball flavour), Rasa Kari Ayam (chicken curry flavour), and Rasa Soto Ayam (chicken soto flavour). The Pop Mie Goreng variant is available in Mi Goreng Spesial (special fried noodle) and Mi Goreng Pedas (hot and spicy fried noodle). There is also spicy variant called Pedes Dower (spicy chicken flavour noodle soup) and Pedes Gledek (spicy chicken flavour fried noodle), introduced in 2018 and 2019, respectively, and also a soup variant with dried rice called Pake Nasi, which is only available in Rasa Soto Ayam (chicken soto flavour), introduced in 2020. In December 2022, the new variant Pedas Dower Rasa Pangsit Jontor (spicy dumplings flavour noodle soup) was introduced.

Timeline

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Indomie in Ghana
  • 1972: Indomie were first introduced to Market in Indonesia, produced by PT Sanmaru Foods Manufacturing Co. Ltd.[5]
  • 1982: Indomie introduces a new Indomie flavor variant "Mi Goreng" based on the Indonesian dish "Mie goreng", and Indomie has been distributed to several countries through exports.
  • 1988: Indomie was introduced in Nigeria through exports from Indonesia.
  • 1995: Indomie 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.[30][31][2]
  • 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.[32]
  • 13 December 2009: Roger Ebert put Indomie on his "Twelve Gifts of Christmas".[33]
  • 3 January 2010: Indomie released its new design in Indonesia. This design started being used in export markets in mid-2010s, replacing the 2005–2009 design, with the Philippines and Hong Kong being the last countries to adopt this design in February and June 2022, respectively, replacing the 2001–2004 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.[34] 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."[35] The authorities there have since allowed the instant noodle products to re-enter Taiwan market on 6 May 2011.[36]
  • 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![37]

Export markets

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Indomie booth in Taiwan

Indofood's key export markets are Turkey, Australia, New Zealand, Malaysia, India, Iraq, Papua New Guinea, East Timor, Jordan, Palestine, Saudi Arabia, Ghana, China (including Hong Kong and Macau), Canada, United States, United Kingdom, France, Brazil, Spain, Germany, Nigeria, Russia, South Africa, Mexico, Ukraine, Taiwan, Egypt, Lebanon, Japan, Kenya and some remaining countries in Middle East, Europe, Africa, North America, Latin America, and Asia.[38]

Controversies

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Taiwanese authorities on 7 October 2010 announced that the Indomie sold there contained two prohibited preservatives, sodium benzoate and methyl p-hydroxybenzoate, used to make cosmetics. Two leading supermarket chains in Hong Kong also temporarily stopped selling Indomie instant noodles.

Indomie's Hong Kong importer, Fok Hing (HK) Trading, stated that the instant noodles are still safe to consume and meet standards in Hong Kong and the World Health Organization, based on the results of quality tests which found no hazardous materials.

Indomie in Taiwan has been adjusted to regulations in Taiwan that do not use preservatives.

The Minister of Health of the Republic of Indonesia, Dr. Endang Rahayu Sedyaningsih in her response stated that Indomie was still safe to eat but still advised the public to reduce the consumption of instant noodles. As a result of this issue, the share price of Indofood CBP as the producer of Indomie dropped.

In April 2023, Taiwan and Malaysia recalled Indomie's "special chicken" flavour noodles following the detection of ethylene oxide in the product by the health institutions in the two countries.[39][40][41]

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  • Dried noodles
    Dried noodles
  • Seasoning packs
    Seasoning packs
  • With ayam penyet (fried chicken)
    With ayam penyet (fried chicken)

See also

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References

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  1. ^ "Noodles in Indonesia". euromonitor.com. March 2014. Archived from the original on 3 March 2016. Retrieved 22 April 2014.
  2. ^ a b Arzia Tivany Wargadiredja (24 April 2017). "How Indomie Became Insanely Popular in Nigeria". Vice. Archived from the original on 8 October 2018. Retrieved 3 July 2017.
  3. ^ "How Indomie became insanely popular in Nigeria". www.vice.com. 24 April 2017. Archived from the original on 25 September 2020. Retrieved 25 July 2020.
  4. ^ a b "Sejarah" (in Indonesian). indomie.com. Archived from the original on 15 April 2019. Retrieved 19 September 2014.
  5. ^ a b "Indomie | Flavour, Favoured by The World – About Us". www.indomie.com. Archived from the original on 4 February 2021. Retrieved 24 May 2021.
  6. ^ "Indomie Kuasai 70 Persen Pasar Mie Instan" (in Indonesian). Republika Online. 13 October 2010. Archived from the original on 3 April 2019. 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. ^ "Mie Goreng: Cita Rasa Klasik yang Menggugah Selera".
  9. ^ Lucy Suganda (Indofood Marketing Manager) (28 November 2013). "Indofood Explores Asian Culinary Flavours". indofood.com. Archived from the original on 25 August 2014. Retrieved 18 September 2014.
  10. ^ Yvette Tan (29 January 2021). "Indomie: Creator of cult favourite 'mi goreng' instant noodle dies". bbc.com. Archived from the original on 6 January 2023. Retrieved 24 February 2021.
  11. ^ "Indomie Kuah". indomie.co.id. Archived from the original on 13 August 2022. Retrieved 13 August 2022.
  12. ^ "Creating a Graphic Novel : Art – Food – PhotographyIndomie Mi Goreng Jumbo – Tom Yum – Instant Noodles – Creating a Graphic Novel : Art – Food – Photography". Sigmatestudio.com. 25 July 2010. Archived from the original on 28 March 2016. Retrieved 17 September 2016.
  13. ^ "Indomie Goreng". indomie.co.id. Archived from the original on 13 August 2022. Retrieved 13 August 2022.
  14. ^ "Indomie Jumbo". indomie.co.id. Archived from the original on 13 August 2022. Retrieved 13 August 2022.
  15. ^ "Kuliner Indonesia". indomie.co.id. Archived from the original on 24 September 2022. Retrieved 13 August 2022.
  16. ^ "Introducing Indomie Salted Egg | Mini Me Insights". www.minimeinsights.com. 26 July 2018. Archived from the original on 20 September 2018. Retrieved 20 September 2018.
  17. ^ "Mi Kriting". indomie.co.id. Archived from the original on 13 August 2022. Retrieved 13 August 2022.
  18. ^ "HypeAbis". indomie.co.id. Archived from the original on 13 August 2022. Retrieved 13 August 2022.
  19. ^ "Hypeabis, Indomie Ayam Geprek Dijual Serentak di 3 E-Commerce Ini!". 24 January 2019. Archived from the original on 13 August 2022. Retrieved 13 August 2022.
  20. ^ "Indomie Hype Abis Seblak Hot Jeletot, Pedasnya Nampol Kerupuknya Nyess : Okezone Lifestyle". 3 February 2020. Archived from the original on 8 June 2023. Retrieved 13 August 2022.
  21. ^ "Indomie Rilis Rasa Baru Kebab Rendang, Kamu Sudah Coba?". Archived from the original on 26 September 2022. Retrieved 26 September 2022.
  22. ^ "Food Blogger Approved, Indomie Goreng Chitato Sapi Panggang OTW Viral!". Archived from the original on 8 June 2023. Retrieved 13 August 2022.
  23. ^ "Indomie Mieghetti Adalah Inovasi Mi Instan Paling Hopeless yang Pernah Saya Coba". 25 February 2021. Archived from the original on 29 November 2022. Retrieved 13 August 2022.
  24. ^ "3 Fakta Unik Indomie #Indomieghetti yang 'Uuunikmat'". Archived from the original on 13 August 2022. Retrieved 13 August 2022.
  25. ^ "Indomie brings taste of Japan with Yatai Ramen Indomie experience". The Jakarta Post. 7 March 2023.
  26. ^ Santiago, Camille (1 February 2023). "Netizens debate on the 'best' instant fried noodles on Twitter". The Philippine Star. Retrieved 9 July 2024.
  27. ^ Wargadiredja, Arzia Tivany (24 April 2017). "How Indomie Became Insanely Popular in Nigeria". Vice. Retrieved 28 June 2024.
  28. ^ "Our Range – Indomie". indomie.ng. Retrieved 18 October 2024.
  29. ^ Online, Freedom (18 October 2024). "Three young Nigerians emerge winners in Season 16 of Indomie Heroes Awards". Freedom Online. Retrieved 18 October 2024.
  30. ^ "– Indomie , staple foods of Nigeria". Archived from the original on 19 December 2011. Retrieved 22 December 2011.
  31. ^ "Developing 8". Archived from the original on 25 October 2011. Retrieved 22 December 2011.
  32. ^ "Largest packet of instant noodles". Guinnessworldrecords.com. 10 February 2005. Archived from the original on 19 October 2018. Retrieved 17 September 2016.
  33. ^ "The Twelve Gifts of Christmas – Roger Ebert's Journal". Archived from the original on 7 February 2013. Retrieved 1 January 2015.
  34. ^ "Harmful preservatives found in Indonesian instant noodles". Chinapost.com.tw. Archived from the original on 31 July 2017. Retrieved 17 September 2016.
  35. ^ "Indofood – Total Food Solutions Company". 14 October 2010. Archived from the original on 14 October 2010. Retrieved 17 September 2016.{{cite web}}: CS1 maint: bot: original URL status unknown (link)
  36. ^ "Indonesia Today – Breaking News". Theindonesiatoday.com. Archived from the original on 10 March 2016. Retrieved 17 September 2016.
  37. ^ "Hear Courtney Barnett's Noodly New Song, 'Three Packs A Day' – Music Feeds". Music Feeds. 11 January 2016. Archived from the original on 3 April 2019. Retrieved 9 March 2016.
  38. ^ http://djpen.kemendag.go.id/app_frontend/admin/docs/publication/5361548127292.pdf. Archived 19 December 2021 at the Wayback Machine
  39. ^ Princewill, Nimi (3 May 2023). "Nigeria probes popular Indomie noodles after recalls by Malaysia, Taiwan". CNN. Archived from the original on 3 May 2023. Retrieved 3 May 2023.
  40. ^ Adebowale-Tambe, Nike (30 April 2023). "Nigeria investigates as Malaysia, Taiwan recall Indomie noodles over cancer-causing substance". Premium Times Nigeria. Archived from the original on 3 May 2023. Retrieved 3 May 2023.
  41. ^ "臺北市政府衛生局公布112年速食麵抽驗結果". 臺北市政府衛生局 (in Traditional Chinese). 20 April 2023. Archived from the original on 3 May 2023. Retrieved 3 May 2023.
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