(Jakarta) — PT Indofood Sukses Makmur Tbk (ISM) booked Rp55.85 trillion in sales from its Noodles Division in 2025. The figure rose 4% from a year earlier, driven by higher sales volumes. The division retained its position as one of the world’s largest instant noodle manufacturers.
The sales growth came as the EBIT margin held healthy at 24.4%. The margin was lower than the prior year, mainly due to higher raw material costs, particularly crude palm oil (CPO). Still, the division’s performance was deemed resilient, backed by targeted marketing and production efficiency.
The Noodles Division operates more than 30 factories across Indonesia, Malaysia, the Middle East, Africa, and Southeastern Europe. Total annual production capacity reaches approximately 39 billion packs of instant noodles. Its products are marketed under various brands and formats targeting different segments and price points.
Indomie is the flagship brand and is globally recognized. In 2025, Indomie collected a series of accolades from Kantar, including “Most Chosen Instant Noodle Brand in the World.” The brand also ranked among the “Top 10 Most Chosen Food Brands in the World” and was named “Most Chosen FMCG Brand in Indonesia.”
In the domestic market, Pop Mie leads the cup noodles segment, while Sarimi Gelas remains a key player in mug noodles. Supermi, Sarimi, and Sakura are household names in the bag noodles category. Meanwhile, egg noodles under the Mie Telur Cap 3 Ayam brand remain popular among consumers, street vendors, and foodservice operators.
Internationally, Supermi and Pop Mie complement Indomie in bag and cup formats, respectively. Starting in 2025, the company introduced instant pasta products under the Indomie Pop Spageti brand. The move marked the division’s entry into the growing instant pasta segment.
On the marketing front, the company ran integrated and targeted campaigns to reach consumers at home. Promotional activities supported launches such as Indomie Hype Abis Mi Nyemek Banglahdes’e Curry, Sarimi Gelas Spicy Chicken Soup Noodles, and Pop Mie Indomie Fried Noodles. The campaigns were paired with nationwide TV commercials and on-site activations.
Abroad, the division boosted brand visibility through participation in major food exhibitions. Those efforts were complemented by K-pop themed pop-up stores and partnerships with e-sports teams and sporting events to engage younger consumers. In Australia, the marketing push was validated by Canstar Blue, which named Indomie the instant noodle brand with the “Most Satisfied Customers” in 2025.
Product innovation also reinforced market leadership, with launches inspired by local culinary trends and evolving consumer preferences. The company rolled out Indomie Hype Abis Mi Nyemek Banglahdes’e Curry, developed in collaboration with a popular stall in North Sumatra. It also introduced Indomie Fried Noodles in a convenient Pop Mie cup format.
To meet rising demand, production capacity was raised 4% to approximately 39 billion packs of instant noodles. The increase was achieved through the installation of high-speed machinery at several factories in Indonesia and the Middle East. The company expects the completion of its West Java factory to further expand capacity in the end of 2026.
