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SIAL Interfood 2024 is being held once again at Jakarta International Expo (JIExpo), Kemayoran, from November 13 to 16, 2024. The event features hundreds of producers and brands in the food and beverage industry from various countries. Beyond being an exhibition of products, the event also offers visitors opportunities to learn about the latest trends and establish strategic business collaborations.

As a market leader in the margarine and shortening industry in Indonesia, Sinar Mas Agribusiness and Food, through its Margarine & Shortening division (MarSho), is participating in this exhibition under the theme “Modern Margarine & Shortening: When Taste and Health Go Along in Harmony.” This theme reflects the company’s commitment to delivering innovative products that are not only of high quality but also support the modern, healthy lifestyle.

According to Stefanus Edo, Senior Brand Manager of Sinar Mas Agribusiness and Food, the theme was inspired by the shift in consumer preferences during the pandemic. “More people are now looking for products that are not only delicious but also offer health benefits,” said Edo. With modern technology, Sinar Mas has successfully developed trans fat-free margarine and shortening, ensuring greater safety for consumers.

“Trans fats are very harmful to health, and in many developed countries, their use is even banned. Although Indonesia does not yet have strict regulations on trans fats, we remain committed to providing safe and high-quality products,” he added.

The Launch of Palmboom® Cake Margarine Vegan

One of the biggest innovations this year is the launch of Palmboom® Cake Margarine Vegan, Indonesia’s first vegan margarine that is also trans fat-free. This product is specifically designed to meet the needs of vegan and non-vegan consumers who are increasingly concerned about health and sustainability. “We aim to cater to two major markets: those who prioritise taste and those who focus on health. Many people think healthy food is less flavourful, but we strive to change that perception,” Edo explained.

Palmboom® Cake Margarine is certified vegan by the Indonesia Vegetarian Society (IVS) and the Vegan Society of Indonesia (VSI), ensuring consumers of its authenticity. “This is why Sinar Mas is committed to offering products that are vegan-certified, so consumers no longer have to guess the ingredients or spend time reading the composition. This way, they can feel confident and assured when using Palmboom® products,” added Edo.

FILMA® Prestige (Butter Blend Margarine): A Unique Blend of Margarine and Natural Dutch Butter

In addition to Palmboom®, Sinar Mas also introduced FILMA® Prestige (Butter Blend Margarine), which combines margarine with Natural Dutch Butter. This product delivers a premium experience with the distinct aroma and smoothness of real butter, yet remains stable at room temperature. “Our butter is sourced from the best raw materials from the Netherlands, offering superior aroma and quality compared to other similar products,” Edo said.

FILMA® Prestige (Butter Blend Margarine) is an excellent choice for bakery businesses looking to enhance the quality of their creations without incurring high costs.

Another advantage of FILMA® Prestige (Butter Blend Margarine) is its ability to be stored at room temperature without compromising quality. With its maintained melting point, consumers can enjoy the soft, melt-in-the-mouth butter sensation without any greasy aftertaste.

Aside from showcasing product innovations, the Sinar Mas booth at Hall D (DF109) offers a variety of engaging activities for visitors. Guests can consult directly with the sales team about margarine and shortening products, watch live cooking demonstrations by professional chefs, and taste food creations made with Sinar Mas Agribusiness and Food’s premium products, such as FILMA®, Palmboom®, and PALMVITA®.

Additionally, a photobooth with attractive prizes is available for visitors. These activities are designed to bring attendees closer to the premium products offered by Sinar Mas.

Innovative Strategies to Stay Ahead in a Modern Market

Sinar Mas Agribusiness and Food continues to innovate in promoting its trans fat-free margarine and shortening products, which remain a top priority. Every product from FILMA®, Palmboom®, and PALMVITA® is marked with a trans fat-free logo on its packaging, providing clarity to consumers about its safety and health benefits. Moreover, the inclusion of 0% trans fat information on the packaging reinforces Sinar Mas’ commitment to product transparency. This point is also emphasised through social media campaigns, posters, and flyers to reach a broader audience.

As a market leader, Sinar Mas recognises the importance of supporting bakery and culinary businesses with high-quality products. “All our products are consistent and offer added value, such as being trans fat-free and vegan-friendly. We offer more than just products, focusing on health, innovation, comprehensiveness, and care for the environment,” said Edo.

To meet the dynamic market demands, Sinar Mas has invested in new product development through its comprehensive Global Research and Development facility in Marunda, Indonesia.

“Our commitment is not just talk, it is realized through continuous innovation. We are determined to keep delivering high-quality products that provide real benefits to consumers and meet the ever-evolving market needs,” Edo concluded during the SIAL InterFOOD 2024 interview.

For customer convenience, premium products like Palmboom® Cake Margarine, FILMA® Prestige (Butter Blend Margarine), and others can be ordered through the e-catalog or purchased at nearby baking supply stores.

Don’t forget to register as a member here, and get access to our exclusive collection of e-books, “Premium Recipe Creations Interfood 2024” presented by FILMA® & Palmboom®.