Aice to Drive Relevant Innovation in Consumers' Daily Lives, Not Just Respond to Short-Term Trends

Jakarta, VIVA – Ice-cream maker Aice says it will accelerate product innovations that meet consumers’ daily needs and are sustainable for the future. This is demonstrated by winning the WOW Brand Award 2026 for the seventh time.

Sylvana, Senior Brand Manager at Aice Group, said the achievement signals a strong message that Aice is the ice-cream brand most recommended by Indonesians. In a market that is not only becoming more crowded but also changing more rapidly, a brand’s ability to remain recommended shows a resilience deeper than mere visibility.

‘The for us, recommendations cannot be built instantly. They grow from repeated experiences, from consistent quality, and from how our products appear in consumers’ everyday moments,’ Sylvana said, in a statement dated Wednesday, 20 May 2026.

According to Sylvana, this consistency forms the foundation of Aice’s journey to broaden its reach. To date, Aice has launched hundreds of ice-cream variants with increasingly diverse approaches, from flavour exploration and texture to product formats that follow market tastes.

‘We do not view innovation as a short-term response to trends, but as a sustained effort to stay relevant without abandoning the quality standards that have long been our basis,’ she added.

Meanwhile, Iwan Setiawan, COO of MCorp, emphasised that in the midst of the fast-flowing currents of communication and technology, brand strength is defined by authenticity in building connections with consumers.

‘Today, consumers are increasingly quick to screen communications that feel over-engineered. A brand that can present itself honestly and build genuine closeness is more trusted and recommended. Technology does help read data, but a brand’s character and relevance must still be built with a humane approach,’ he said.

Aice consistently takes a consumer-facing approach in line with the concept outlined by Iwan Setiawan above, and thus this year Aice again earned the WOW Brand 2026 award.

This seventh achievement shows that Aice’s strength lies not only in scale or distribution, but in its ability to maintain trust consistently. In a time of dynamic changes in consumer behaviour, the position as a recommended brand is the most relevant indicator of a brand’s sustainability.