Gery, the Indonesian biscuit and wafer brand, is marking its 25th anniversary by appointing celebrity Iqbaal Ramadhan as brand ambassador and updating its mascot to target younger consumers. According to Garudafood director Fransiskus Johny Soegiarto, the brand has expanded its portfolio to over 37 items and now exports to markets including South Korea, Vietnam, Thailand, China, Malaysia, Australia, and India.
Strategic Pivot to Gen Z with Iqbaal Ramadhan
Garudafood is shifting Gery’s image to align with “dynamic purchasing power” through the “Level Up, Grow Stronger” campaign. The company selected Iqbaal Ramadhan—a multi-talented figure with achievements in academics, music, and film—because his creative and academic achievements mirror the brand’s goal of inspiring young Indonesians.
This isn’t just a celebrity endorsement. Ramadhan stated that Gery was a childhood favorite used during study sessions, adding an organic layer to the partnership. To support this, Gery redesigned its mascot to be more energetic and expressive, moving away from its traditional look to better connect with a younger demographic.
Did you know? Gery’s business growth has doubled over the last decade, a trend Garudafood attributes to consumer-centric innovation and a portfolio that now spans cereal snacks, malkist crackers, and potato biscuits.
Scaling from Local Staple to Global Export
Gery has transitioned from a domestic school snack to a global competitor. Fransiskus Johny Soegiarto noted that the brand’s presence in countries like India and South Korea proves Indonesian homegrown products can compete internationally.
This expansion is backed by a rigorous research process. Garudafood uses a specialized team to track shifting consumer behaviors, including flavor preferences and generational lifestyle changes. This data informs whether the company launches a new flavor variant or an entirely new product category.
Managing Risk in the Snack Industry
Despite the growth, Garudafood operates with a cautious approach to innovation. Niken Esti, brand equity director at Garudafood, stated that the company avoids “impulsive moves” or “FOMO” (Fear of Missing Out) because the cost of market failure in large-scale manufacturing can reach tens of billions of rupiah.
The company is currently navigating three specific headwinds:
- Rising costs of raw materials.
- Currency fluctuations.
- Intensifying market competition.
Pro Tip for Brand Scaling: Follow Gery’s lead by diversifying packaging sizes. Garudafood introduced various sizes to meet the growing demand for convenience and “on-the-go” practicality.
Evolution of Snacking Habits in Indonesia
Snacking is no longer just about satisfying hunger or filling a lunchbox. Niken Esti explained that snacks now serve as energy boosts between tasks or social complements. Because needs are no longer uniform, Gery is developing products with “distinct characters” to fit different occasions, from children’s treats to adult snacks.
This evolution reflects a larger shift within Garudafood itself. While the company began as a peanut-based food manufacturer, the biscuit division—led by Gery—has become a primary growth engine for the business.
Frequently Asked Questions
Who is the new face of Gery?
Multi-talented celebrity Iqbaal Ramadhan is the new brand ambassador, chosen for his alignment with the “Level Up, Grow Stronger” spirit.
Which countries import Gery products?
According to Garudafood, Gery exports to South Korea, Vietnam, Thailand, China, Malaysia, Australia, and India.
How many products are in Gery’s current portfolio?
The brand has expanded to over 37 items, including wafers, malkist crackers, and confectionery.
What do you think about the shift toward “lifestyle snacking”? Does your favorite snack fit into your daily routine or is it just for special occasions? Let us know in the comments below or subscribe to our newsletter for more industry insights.
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