Instant noodles are a staple in the Indoensia’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 salty 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 hawkers (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
Cimigo, a market research agency Indonesia, Asia presents the latest consumer trends.