Indonesia’s Wings Food has enriched its premium Mie Sedaap Tasty range with Mie Sedaap Tasty Ayam Geprek Matah. The new instant noodle in a box is a take on the popular Ayam Geprek (smashed fried chicken), a traditional Javanese fried chicken that has been smashed with mortar to soften it. The instant noodle with the spicy sambal matah comes with real chicken pieces.
The price per 124g pack on blibli.com is IDR 5,000 (normal price IDR 6,000).
Ayam Geprek is popular in foodservice and was the most ordered food for delivery on GrabFood in Indonesia in 2018. The popularity of Ayam Geprek has spurred innovations in packaged food including in snacks and instant noodles. However, Ayam Geprek is still a local phenomenon in Indonesia and has not made its way into neighbouring countries with the exception of Malaysia, which shares a similar culinary heritage.