Susu Bendera: affordable nutrition for Indonesian families.

Ten percent of people living in Indonesia are poor* and have limited access to nutritious foods. To help them, FrieslandCampina Indonesia has launched its dairy brand Susu Bendera. Susu Bendera (which is Indonesian for Frisian Flag) aims to make milk products available to people that live in poverty. Felicia Salim, Assistant Brand Manager for Susu Bendera, tells about the situation in Indonesia and her challenge to develop a product that is both nutritious and affordable.

“My journey with Susu Bendera started in 2018 when I worked as a product developer. Today, I am working in marketing and get to bring the product to the market that I helped develop myself. Susu Bendera offers affordable products in Indonesia. I am very excited to contribute to its mission to provide better nutrition for Indonesian children.

Malnutrition was already a big topic in Indonesia, but the corona crisis makes it even more important. One of the effects of malnutrition is stunting, which is impaired growth of children. Stunting has a big impact on Indonesia’s future generations, because it may impact the development of children and increase the risk of diseases at a later age. That is why the Indonesian government has put stunting high on the agenda and started several actions to decrease stunting in Indonesia.”

I want to contribute to the future generation of Indonesia.

“One of the root causes of stunting is limited access to nutrition. That is why Susu Bendera aims to provide affordable products for all Indonesian children Especially those coming from lower income families. Susu Bendera is our way to support the Indonesian government in the battle against malnutrition.” Felicia explains.

Susu Bendera offers growing up milk for children. The products are a source of protein and contain vitamins and minerals. “The products are aimed at lower income families. Most people buying it are moms who often take on a full time role in raising their children with a limited budget. These moms believe that raising healthy kids is a foundation of a better future for their children. Since its launched in April 2019, Susu Bendera has reached more than 300,000 households in Indonesia. I am very proud of this.”

Felicia is very motivated to continue her mission with Susu Bendera in the future. “I want to contribute to the future generation of Indonesia. Not only will we do this with our products. We also support this mission with programs that focus on education. I believe we can make a big difference in our country.”