ASWFoods Expands Biscuit Portfolio with ATB Marie Coconut Launch

Strategic Product Innovation

ASWFoods has introduced ATB Marie Coconut, the latest addition to their successful ATB Marie Susu biscuit line, as part of their strategy to capture a larger share of Indonesia's growing biscuit market. The new variant combines the classic Marie biscuit with coconut flavor, maintaining the product's signature crunchy texture and high calcium content.

Market Context and Growth Potential

The launch comes amid a growing demand for Marie Susu biscuits in Indonesia. According to Nielsen Indonesia data from 2022, this category experienced an 11% national growth rate, indicating strong consumer appetite for such products. ATB Marie has already established itself as a major player in this category, ranking second or third in modern retail channels.

Product Features and Competitive Advantage

ATB Marie Coconut is designed to appeal to consumers seeking variety in the Marie biscuit category. The product maintains the brand's commitment to quality, offering high calcium content and a crunchy texture while incorporating the authentic taste of coconut. The biscuit is priced affordably, making it accessible to a broad consumer base in Indonesia's competitive biscuit market.

Business Impact and Market Positioning

The introduction of ATB Marie Coconut is expected to strengthen ASWFoods' position in the biscuit market. By expanding their product line, the company aims to attract both existing customers looking for new flavors and potential customers seeking premium quality biscuits. This strategic move aligns with the growing trend of consumers seeking diverse and high-quality biscuit options.