Philippine-based Universal Robina Corporation (URC) has started localising the production of Nice & Natural snack bar in Indonesia. Nice & Natural is a snack bar brand of Griffin’s Food Company in New Zealand. URC acquired the New Zealand snack giant in 2014 with plans to introduce Griffin’s products into Southeast Asia.
The Nice & Natural snack bars (30g) comprise mixed berry crunch and choco almond crunch and are manufactured by PT URC Indonesia in Bekasi. They are claimed to be sources of protein (4g of protein per bar) and sources of fibre.
Each bar is priced at IDR 5,600 (USD 0.38) at Indomaret, which is competitive against other local brands.
Foreign snack bars are unable to compete in price. But with localisation of production, Nice & Natural is in a good position to challenge local leading players, not just in Indonesia but also in other markets in Southeast Asia.