Snacking is Indonesians’ past time favourites. We affectionately call the savoury snacks as “MSG” (because we know they are not healthy, but delicious and addictive).
At my office, one of our team member usually buys a bag of corn chips to be eaten shamelessly together at 3 PM. And I am one of the most frequent buyer, I usually shout-out “hey, wanna some MSG?”
In Indonesia, we have a variety of locally known savoury snacks to choose from. The most well known brand is Chitato from indofood. It is generally sold in 70 gram package for about rp. 11,000 (about $0.9)
however lately it seems the local producers have shifted their attention to the underdeveloped tortilla corn-chips market. This market has been for longtime, dominated by one brand: happy-tos produced by PT Sinar Kencana Brand. Is the taste bad? NO I don’t think so, it a quality products. The crunchiness is just right and the flavour is not bad too. However there is a problem: there are not enough flavours in the market. So yeah, I still remember this product when I first tasted it like decades ago, and it has not changed its package and flavour at all, the boring cheese flavour from your childhood. Gah!
I believe the reason they haven’t been out of the market is because the price is cheap. For the same price, you can buy a package weighted twice from the similar products from potato chips line. I do admit, I bought them occasionally because I could indulge myself more for cheaper price
in 2016 however, Acefood entered the tortilla corn chips market with their products, Maitos. They provide two flavours: sweet corn and sambal balado. It seems the products receive good reception from the market, I can see them everywhere on minimarkets’ shelf. Their flavour taste good too, and they have bigger size compared to happytos’ tortillas size
However, it seems the local corn chips is getting hotter than ever since Indofood fritolay just released the most famous brand of tortilla corn chips in the world: DORITOS. YEAH IT’S HERE EVERYONE.
I remember the first time I ate doritos was during my study in New Zealand like three years (2013). They are among the best corn chips you can find in the market (NZ has better potato chips though…).
From information I got, it seems Indofood launched two flavours: Nacho Cheese and BBQ.
I brought a package for my co-workers on the sunday, and the reaction was hilarious. Their face just told me it was the best news they received this week, and already everyone is looking to buy one at their nearest minimarket, and boo, unfortunately it’s not available yet at the minimarket near our office!
Anyway, it will be interesting how the corn chips market will change after Indofood entered this market. It will probably good for consumers since we finally have more flavour too choose. This is also a prompt for PT Sinar Kencana to diversify the flavour of their products before they lose the chunk of their market.
Like I said, happy-tos is not a bad product, it’s just that it has been there for decades and the producer has been too comfortable in their market share. Would be a shame if they are out of business though, but hope they can revitalize their products after the 500 pound gorilla shakes the indonesian corn chips market.