Combiphar Group and Simba Indosnack Strategy to Deepen Market Reach in Mother and Child Segment

Combiphar Group, via PT Simba Indosnack Makmur, is promoting the ‘Sereal Super untuk Anak Super’ (Super Cereal for Super Kids) campaign as a strategy to deepen its market reach among mothers and children for its Simba Sereal product. Senior General Manager Marketing Health & Wellness Combiphar, Felicia Stefanie, explained that the campaign aims to encourage Indonesian mothers to better understand the importance of choosing a nutritious breakfast as a first step in supporting their children to have a more optimal day. “Through this campaign, Simba wants to invite mothers to see breakfast not just as a morning routine to eliminate hunger, but as an important part of providing the energy and nutrition that support children’s activities and growth,” Felicia stated on Tuesday, 14 July 2026. She added that the campaign, launched amidst the challenges of meeting children’s breakfast needs in Indonesia, is also based on data from SEANUTS II (2024). The data recorded that only 32 percent of Indonesian children aged 2–12 years consume an adequate breakfast. Meanwhile, data from the Ministry of Health’s Total Diet Survey (2020) noted that 47.7 percent of children in Indonesia do not meet the minimum energy requirements at breakfast, and 66.8 percent still consume breakfast with low nutritional quality. “This condition shows the importance of education regarding breakfast choices that are not only filling but also help children get the energy and nutrition needed for daily activities,” Felicia said. Therefore, she explained that the ‘Sereal Super untuk Anak Super’ campaign is also based on the belief that every child has potential and uniqueness that need to be supported from an early age. According to Felicia, every child has their own ‘Super’ version, whether they have high curiosity, are active, creative, brave to try new things, or have other unique traits. “Through this campaign, we want to invite Indonesian mothers to provide the best support from the morning, one of which is through a delicious, nutritious breakfast choice that can help children carry out their activities more optimally,” she said. Through the ‘Sereal Super untuk Anak Super’ campaign, Simba Sereal aims to change the perception that choosing cereal is not just about providing a practical morning meal, but is part of a mother’s effort to support her child’s energy and nutritional needs. With the right breakfast, children can start their day more prepared to learn, be active, and develop their best potential.