Cracker Manis Biscuits are Still Indonesia's Favorite, Cheese Flavor Most Searched for

JAKARTA - Currently, there are many snacks that come in various flavors and shapes. Sweet cracker biscuits or better known as malkist biscuits are still one of the favorite choices of Indonesians.

The combination of crispy texture with sweet-sour taste makes this snack still survive in the midst of changing consumption trends.

This phenomenon can also be seen from the sales of products in the biscuit category. Garudafood Brand Equity Director, Niken Esti, said that sweet cracker biscuits are still the largest contributor to the company's snack product line. According to him, the cheese flavor variant is the most sought after by consumers.

"Our core product that contributes the most is Gery Salut Malkist," said Niken in an interview with the media at the 25th Anniversary of Gery, in Jakarta, recently.

According to Niken, one of the reasons why cheese-flavored sweet crackers are so popular is because they have a different taste than similar products.

The combination of the sweetness of biscuits with the savory cheese is considered able to be accepted by various circles, even in the international market.

"What is booming is cheese. It tastes unique and is accepted by all circles, even in all countries," he said.

The popularity of cheese flavor also shows that Indonesian consumers still tend to like the combination of sweet and savory flavors in one snack.

This taste character is considered to provide a balanced sensation so that it is suitable for enjoying anytime, whether as a tea drinking companion or snack in between activities.

Even though cheese tastes are still the main attraction, consumption trends continue to grow. Niken revealed that recently, the matcha variant has experienced a significant increase in demand.

"Our matcha business has tripled. We were also quite surprised because when it was first launched, the matcha trend was not too strong. It turns out that now the demand is growing rapidly," he said.

This change in consumer tastes is a reflection of the Indonesian people's continued openness to new tastes. However, the innovations offered must still be in line with the character of sweet cracker biscuits that are familiar to consumers' tongues.

In addition to being an everyday snack, biscuit consumption also experiences a different pattern at certain moments. Leading up to Eid, for example, people tend to switch to various cakes and biscuits in canned packaging that are synonymous with holiday meals.

However, the biscuit category still has its own place as a snack that accompanies moments of gathering with family.

On the same occasion, during his 25 years of journey, Gery continues to grow together with the Indonesian people and now enters a new phase as a snack brand under Garudafood which carries the spirit of "Level Up, Grow Stronger".

They continue to be committed to innovating in line with changes in lifestyle and consumer tastes. This is also marked by introducing a new look for its mascot that appears more modern, expressive, and energetic, as a symbol of transformation to remain relevant for today's generation.

The refresh was also strengthened by the addition of Iqbaal Ramadhan as a Brand Ambassador. The figure of the actor and musician is considered to represent Gery's spirit through an authentic, creative, and ever-evolving character.

This collaboration also feels personal because Iqbaal admits that he has known this snack brand since childhood. Through the identity update and collaboration, Gery wants to continue to strengthen the closeness with consumers across generations while strengthening its presence as an Indonesian snack brand that is able to compete in the global market.

"Since childhood, Gery has always been one of my favorite snacks. I am proud to be part of Gery's new journey which has been innovating and developing for 25 years until it is known in the international market. Hopefully this collaboration can inspire young Indonesians to continue to dare to try, advance, and develop," said Iqbaal Ramadhan.