Beyond Noodle
Forbes Indonesia|September 2021
Already a leading healthy consumer brand in Indonesia, Lemonilo continues to diversify its product range into a healthy lifestyle ecosystem.
Ulisari Eslita

Consumers have become more receptive to health and wellness trends in recent years, which has been accelerated due to the COVID-19 pandemic. Consumers' increased awareness of health and wellness presents an opportunity for food manufacturers and brand owners to reach out to audiences with new products.

Prior to the COVID-19 pandemic, encouraging people to adopt a healthy lifestyle was not easy. However, since the pandemic started, a renewed focus on healthy living has emerged. Individuals actively seek out ways to maintain their health in this unhealthy environment, says Shinta Nurfauzia, Lemonilo's cofounder and co-CEO. Shinta shares that this can be seen in Lemonilo's sales during the pandemic, which are said to increase but no figures were disclosed.

Lemonilo is one of Indonesia's leading healthy consumer brands. Founded in 2015 by Shinta Nurfauzia, Ronald Wijaya, and Johannes Ardiant, Lemonilo began as a curated marketplace for imported natural products to support Indonesia's healthy lifestyle ecosystem. After a year, the trio came up with the idea of manufacturing a healthy alternative to instant noodles with the sole purpose of targeting the premium market. Why instant noodles? Simply because Indonesians are the world's second-largest consumers of instant noodles, after China, with an annual consumption of 12.5 billion packs. This equates to almost one pack a week for each of Indonesia’s 274 million population.

The founders then implemented a product-market fit strategy based on the hypothesis that Lemonilo products should be suitable locally. Lemonilo entered the mass market segment in 2018, offering affordable healthy instant noodles which were initially priced at Rp 8,200 per pack. As demand increased, production costs decreased significantly, and the price per pack was reduced to Rp 6,800.

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