Wings Food has expanded into the seasoning segment in Indonesia with the launch of Bumbu Kaldu Sedaap to tap opportunities in at-home cooking. These chef-approved seasoning powders are sold in 9g sachets at an affordable price. This affordable-led strategy has always been a hallmark of Wings Food’s approach in Indonesia. Bumbu Kaldu Sedaap is available in chicken and beef flavours.
Most seasoning innovations in Indonesia target the mid- to high-end segments with an emphasis on naturalness. Bumbu Kaldu Sedaap focuses on the mainstream market, communicating the usuals, such as boiling for an extended time.