Indonesian dairy company Cimory has introduced Yolite, which the company claimed to be the first yogurt drink + vitamin C in Indonesia. The call out of vitamin C on pack is an interesting concept for yogurt drink, which has always been focusing on gut health.

We see new beverage launches in the region are increasingly highlighting functional benefits and placing ingredients as the “star” of the product. For example, Tropicana Essentials has three variants and each one is a source of calcium, iron or multivitamins. The key premise is consumers know what is their current gap in their nutrition.

The Indonesian dairy company Cimory has released an interesting figure on the performance of its direct selling model Miss Cimory. According to Hendri Viarta, National Direct Selling Manager Miss Cimory, the share of contribution of the direct selling model is 10% of revenue. Even though the figure is considered small, the company said Miss Cimory program is a commitment by the company to empower women.

The Miss Cimory scheme first started in 2003 and now has around 1,200 participants in Lampung, Palembang, Bali and Java Island.

Such direct selling model works especially in Indonesia and the Philippines because it solves the distribution issue of supplying directly to consumers on a regular basis. It also creates trusts among consumers who are able to explain well the benefits of Cimory products, while taking into consideration local custom and nuances.