Product Innovation and Wide Distribution Network Bolster National Consumption
Amid efforts to maintain household consumption growth as one of the driving engines of the national economy, product innovation at affordable prices has become an important strategy for sustaining public interest in shopping.
This phenomenon is reflected in the market response to the launch of the Blueberry Series, which recorded sales of more than two million products in approximately 20 days since its national introduction. The new series consists of three variants — Blueberry Sundae, Creamy Blueberry, and Blueberry Jasmine Tea — spanning the ice cream and beverage categories.
The launch took place at the Mixue outlet in TangCity Mall, Tangerang, through a series of promotional activities featuring Rachel Vennya as Store Manager for a Day, product tasting sessions, prize games, and the distribution of limited-edition merchandise. The strong market response shows that product innovation aligned with consumer preferences remains a driver of consumption activity, particularly among the younger generation.
Beyond introducing new flavours, the company’s strategy of combining products across two categories at once has been able to reach more diverse consumer shopping habits.
Selly, Head of Partnership (Franchise) Development at Mixue Indonesia, said product innovation is one of the ways the company maintains closeness with its customers.
“Products are one of the main ways we stay connected with consumers. We pay attention to trends and the tastes of young consumers in Indonesia, then introduce innovations so they can have new experiences,” Selly said on Tuesday (4/8/2026).
Blueberry was chosen as the main ingredient because of its distinctive flavour character. The company’s Research and Development team developed the product through consumer preference research, formulation testing, and adjustments to sweetness and thickness levels to suit Indonesian palates and the tropical climate before rolling it out nationally.
The success of early-stage sales also reflects the high level of consumer trust in a brand that has long been present in the market. With that trust as capital, new product launches no longer rely solely on promotion, but also on customers’ positive experiences with the quality of previous products.
In addition, distribution network support is an important factor. With more than 2,000 outlets spread across various regions, new products can be made available almost simultaneously in multiple cities, accelerating market adoption.
Going forward, Selly said, sales data, customer feedback at outlets, and public responses on social media will form the basis for the company’s evaluation in developing its next product innovations.
“With a network that now exceeds 2,000 outlets in Indonesia, sales of more than two million products in around 20 days not only reflects the popularity of the new menu, but also demonstrates the importance of consumer trust and continuous innovation in sustaining domestic consumption, which is one of the pillars of national economic growth,” she concluded.
Meanwhile, Aditya Putra Pramono, owner of the Mixue outlet at TangCity Mall, said the new product launch had an immediate impact on business activity at the store level.
“During the event, the number of visitors and transactions at our outlet increased. Consumer interest in the new product was immediately visible in daily sales,” he said.
The company also prepared training for employees ahead of the new menu launch so they could explain the product’s characteristics to customers. On the other hand, the supply chain system has been strengthened to ensure the simultaneous availability of raw materials across all regions.
“Through strengthening the supply chain system, we want to ensure all outlets can operate stably so that consumers in Jakarta, Surabaya, Bali, and other regions can enjoy consistent product quality,” Selly explained.