Bakmi Mewah luxury meets noodles Indonesia Asia

Instant noodles are a staple in the Indonesia’s collective diet. Bakmi Mewah (Luxurious Noodles) joins the market with a unique luxury proposition that redefines the category. More than instant noodles as we know them, Bakmi Mewah is closer to the chicken noodles (Mie Ayam) served by hawkers, providing slices of chicken, mushrooms, and dried leeks to complete your meal. The packing reinforces the proposition, not a plastic pack but a luxurious carton box.

Even the seasoning is different, not a small plastic pouch with powder, but instead, Bakmi Mewah sports a seasoning paste with a mix of oil, seasoning, and salt soy sauce. No powder suggests no monosodium glutamate (MSG) implying a healthier meal. Compared to a hawker meal at a typical IDR 10,000 price tag, Bakmi Mewah is retailing at IDR 7,000. Regular instant noodles are a mere IDR 2,000.

Whether Bakmi Mewah sources business from hackers (more hygienic, no MSG, convenience) or other instant noodle brands (more luxurious, more nutritious) remains to be seen. However, this noodle innovation is yet more evidence of marketers responding to consumer trends in Indonesia, Asia for heather lifestyles.

More hot consumer market research trends Indonesia Asia

Cimino, a market research agency Indonesia, Asia presents the latest consumer trends.

Richard Burrage
Richard Burrage twenty five years of experience in market research and strategic consulting. Richard has worked across Asia Pacific consulting across a range of industries and business issues. Richard has spent the last twenty years in Asia assisting in the development and building of numerous brands to achieve leadership positions. Richard is a UK national and resides in HCMC with his Vietnamese wife and their three children. Richard is the Managing Partner of Cimigo: www.cimigo.com
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