, Indonesia

Rodamas Inti Internasional wins in condiment category at Asian Export Awards 2020

Sasa Seasoned Flour became new favourite cooking products in many countries outside Indonesia.

Over the years, the growing demand for food ingredients has opened opportunities for Sasa. Starting from producing monosodium glutamate, Sasa seized the opportunity there with its continuous product improvement and development to serve the huge market. Established in 1968, Sasa has been a leader in Indonesia’s food seasoning products industry. Today, Sasa brand covers an impressive range of seasoned flours, condiments, seasonings, coconut cream, and broths.

Sasa aims to make its consumer be able to release the inner chef in them. Sasa pre-mixed seasoned flour is appreciated for it brings out the finest taste and texture of fried dishes while enabling fast and convenient cooking.

Sasa Seasoned Flour is made from a combination of premium spices that intensify the taste, maximise the crispiness, and give any plate an irresistible aroma. Using the flour with chicken, tofu, or mushrooms does not call for additional seasonings, thus ensuring a time-saving, practical, and cost-efficient process in food preparation. To suit wide range of culinary styles, Sasa Seasoned Flour is available in many variants, including Multi-purpose, Hot & Spicy, Vegetable Fritter (an excellent choice for making Indonesian bakwan, Korean pancakes, Japanese kakiage, or Egyptian Ta'meya), Crispy Chicken ala Kentucky, and Banana fritter Seasoned Flour.

Successfully being the leader in Indonesia, Sasa aimed to bring joy globally. Through PT Rodamas Inti Internasional (RII), PT Sasa Inti sister company and another subsidiary of Rodamas Group whose mission is to establish Rodamas’s brands and products globally, Sasa is grown globally. Despite being established only two years ago, RII already proves to be a valuable part of its parent company.

RII has been able to attract interest and loves from foreign consumers towards Sasa. The brand now has a strong presence in overseas markets and is enjoyed by families who love tasty food prepared at home in an easy and enjoyable manner. RII’s success in marketing Sasa Seasoned Flour has enabled it to earn a prize in the Condiment category Large Corporate division of the Asian Export Awards 2020.

Sasa products are available not only in supermarkets and grocery stores but also via online retailers in several countries both in global e-commerce as well as some other local e-commerce sites. This brings the brand even closer to food-loving consumers with busy lifestyles.

RII managed to build a strong hold of Sasa in more than 15 countries with Seasoned Flour as one of the strongly accepted categories, resulting in its sales doubling even during the pandemic. Tailor-made communication adapting to local culture is how RII managed to make Sasa Seasoned Flour be the most preferred in each established market. With massive promotion in multiple touchpoints and customized brand experiential in each market, Sasa has become the sought-after brand for seasoned flour both by Indonesian expatriates and local consumers. RII partners claimed “Sasa Seasoned Flour brings practical cooking to a new level and makes fried food burst with flavour like no other.”

Additionally, RII practices corporate social responsibility in this pandemic situation both for the Indonesian expatriate and local citizens in respective countries by donating Sasa products, so that the company can share the joy in making simple and delicious meals. RII also supports Indonesian embassy in several countries by promoting Indonesian culture through providing Indonesia dishes created with Sasa seasoning in events held. 

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