INDONESIA January 2020
New way of eating Cheese from Emina Indonesia
PT Emina Cheese Indonesia has just launched in the 4th quarter of 2019, 3 new interesting variants of cheese sticks under the Emina brand. The 3 variants are Chocolate, Sambal (Spicy) and BBQ now available for the Indonesian market.
PT Emina plans to launch the new cheese sticks in Malaysia, Singapore and Vietnam latest by March 2020. The company claimed that it is the pioneer for this type of ‘cheese sticks’ which are effectively healthy snacks high in calcium, protein and Vitamin D. Based on the company brochure, one pack of Emina cheese stick contains calcium equivalent to 2 glasses of milk; and Vitamin D equals to 17 glasses of milk.
Presently, there are no other companies selling such snack product in the market – a calcium-rich cheese snacks which can be eaten on its own. The 3 new flavors is an addition to its existing range of cheese sticks that include Original, Pizza and Banana Caramel flavors which was launched in September 2018. Sambal cheese stick is an interesting new flavor that is crafted for the Asian palate.
According to Michael Hermanto, Marketing Team Leader for PT Emina Cheese Indonesia, “We are providing a new way for consumers to enjoy cheese and for people who don't enjoy the taste of cheese as much, hence the addition of these new exciting flavors so they can enjoy a high-calcium snack product.”
Hermanto said the company sources for its cheese from New Zealand, and its main consumers vary from kids to young adults to even mothers who enjoy snacking. It is a ‘universal’ snack product.
The cheese sticks are sold in Indonesia in a 48g pack which has 4 cheese sticks (12g each) at a retail price of Rp 12,000 (US$1.18).
Hermanto added that PT Emina hopes to create more brand awareness for its product as well as promote this new way of eating cheese not only in Indonesia but in the neighbouring countries. Based on a recent survey done by PT Emina, most Indonesians are still consuming cheese with another product for eg. bread, rice or noodles etc with the biggest format being slice and block cheese products. Nevertheless, Hermanto said the company saw good sales and steady growth performance for its cheese sticks, as such it is optimistic of growing this market further.
Established in May 2017, PT Emina Cheese Indonesia is a joint-venture processed cheese company between 2 leading Japanese-based firms namely Mitsubishi Corporation and Rokko Butter Co., Ltd.



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