Mayora Indah
Mayora Indah is an Indonesian multinational food and beverage company best known internationally for Kopiko coffee candy and a broad portfolio of biscuits, confectionery, coffee, beverages and other packaged foods.
Last updated August 26, 2026
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Overview
Mayora Indah, formally PT Mayora Indah Tbk, is an Indonesian packaged-food and beverage company headquartered in Jakarta and operating through the wider Mayora Group. Although the corporate entity was established in 1977 under the name PT United Brand, the business traces its commercial roots to a family enterprise that began producing biscuits in Indonesia in 1948. Its early products included Marie biscuits, followed by the Roma biscuit brand after the family moved production and sales activity to Kampung Bali in Jakarta in the 1970s. The company developed by repeatedly extending its portfolio into adjacent everyday-consumption categories. Kopiko coffee candy, introduced in 1982, became its most internationally recognizable product and helped establish Mayora as a major confectionery exporter. The company entered chocolate and wafer products with Beng-Beng in 1984 and Choki-Choki in 1985, then expanded into instant coffee through Torabika in 1990. Energen broadened the business into nutritious cereal drinks in 1992, while later launches added instant noodles, ready-to-drink tea, bottled water, milk-based products, porridge, pasta and other convenience foods. Mayora became a publicly traded company in 1990, when it was listed on the Jakarta Stock Exchange, now the Indonesia Stock Exchange. Around the same period, United Brand adopted the Mayora Indah name. The listing supported a period of geographic expansion beyond Indonesia, with products distributed across Asia and subsequently in markets throughout the Middle East, Africa, Europe, Oceania and the Americas. The group’s international proposition has generally relied on affordable, shelf-stable products adapted for mass retail, traditional trade and export distribution rather than on a single premium positioning. Its portfolio includes numerous biscuit brands under the Roma umbrella, coffee and coffee-candy products under Kopiko and Torabika, confectionery and wafer products such as Kis, Astor, Beng-Beng and Choki-Choki, and beverage brands including Teh Pucuk Harum and Le Minerale. Kopiko is particularly significant: the company is widely associated with large-scale coffee-candy production, and the brand’s visibility increased after Kopiko products were photographed aboard the International Space Station during an astronauts’ Thanksgiving meal in 2017. Mayora’s history also includes legal, regulatory and community controversies. During the Asian financial crisis, the company became involved in a dispute with Bankers Trust International over derivative contracts and payment obligations. A separate conflict concerned a proposed Le Minerale water facility in Pandeglang, where residents raised concerns about groundwater access, irrigation and the consultation process. In the Philippines, students were hospitalized after consuming multiple bottles of a high-caffeine Kopiko beverage distributed as free samples. These episodes illustrate the operational risks associated with financial derivatives, resource-intensive beverage manufacturing and caffeine marketing to young consumers. Today, Mayora Indah remains an active Indonesian multinational with a diversified branded-food portfolio. Its competitive identity is built on high-volume manufacturing, broad distribution, frequent product extensions and recognizable local brands that can travel across markets. The company’s best-known consumer touchpoints are inexpensive, convenient products used in everyday snacking, breakfast, coffee and refreshment occasions.
History
Mayora Indah developed from an Indonesian family biscuit business whose origins are described as dating to 1948, when the family began making biscuits in a home kitchen. Marie biscuits were among the early products. In 1976, the family moved to Kampung Bali in Jakarta and began selling biscuits under the Roma name, creating the foundation for a larger branded-food operation. The formal company was established on 17 February 1977 as PT United Brand. Its first factory was opened in Tangerang, west of Jakarta. The company’s expansion strategy was based on entering closely related, high-frequency food categories. Kopiko coffee candy was launched in 1982 and became a defining product. Beng-Beng followed in the chocolate segment in 1984, with Choki-Choki chocolate paste introduced in 1985. In 1990, the company entered instant coffee with Torabika and became publicly listed on the Jakarta Stock Exchange, now the Indonesia Stock Exchange. Around this period, United Brand was renamed Mayora Indah. The public listing coincided with a broader push into export markets, and Mayora progressively built a presence across Asian countries and other international regions. Mayora continued to broaden its category coverage during the 1990s. Energen, introduced in 1992, positioned the company in nutritious cereal drinks. In 1994, the former head office in Tomang Raya, Jakarta, served as a central operational hub. The company entered instant noodles with Migelas in 1995, adding another convenience-food category to its existing biscuit, confectionery and coffee businesses. The next major phase involved beverages. Teh Pucuk Harum was introduced as a ready-to-drink tea brand in 2011. Le Minerale followed in 2015 as a bottled-water brand. Other beverage and food extensions included coffee-based ready-to-drink products, milk and cereal drinks, porridge, pasta and additional snack formats. The portfolio also included products made under or associated with selected Meiji Seika brands. The company’s international profile has been especially connected with Kopiko. The coffee-candy brand became a major export product and is described in reference material as the world’s largest coffee-candy brand. Its visibility was further amplified in 2017 when Kopiko products appeared in photographs from the International Space Station. Mayora’s founder and head, Jogi Hendra Atmadja, was also included in Forbes’ 2019 ranking of Indonesia’s wealthiest individuals, although this does not represent company financial performance. Mayora’s corporate history has included several controversies. During the 1997–1998 Asian financial crisis, the depreciation of the Indonesian rupiah contributed to a dispute over Mayora’s obligations under derivative contracts sold by Bankers Trust International. The matter produced conflicting outcomes between international arbitration and Indonesian courts, with the Indonesian Supreme Court ultimately upholding the Indonesian court position in later proceedings. The company also faced community opposition to a proposed bottled-water factory operated by subsidiary PT Tirta Fresindo Jaya in Cadasari, Pandeglang Regency, Banten. Residents argued that groundwater extraction could affect household supplies and agricultural irrigation and questioned the validity of community-support documentation. Local protests began in 2014 and intensified after groundwater testing; the site was attacked in February 2017. Mayora stated that the project had obtained required permits and would not interfere with surface wells. In the Philippines, a 2016 incident involved the distribution of Kopiko 78°C samples to students at a Cebu City school. Thirty-four students were briefly hospitalized after consuming the beverage, with reports indicating that some had consumed more than one bottle. The incident prompted public discussion of caffeine limits for young people and potential responsibility for distributing samples to minors. Despite these disputes, Mayora Indah remains active as a diversified Indonesian food and beverage group. Its long-term development has been characterized by brand creation, category adjacency, factory investment, public-market access and international distribution. The business continues to combine Indonesian-origin brands with products designed for broad regional and global consumption.
- 2017
Kopiko appears in space photography
[1]Kopiko products are photographed aboard the International Space Station during an astronauts’ Thanksgiving meal.
- 2015
Le Minerale launches
[1]Mayora enters bottled water with the Le Minerale brand.
- 2011
Teh Pucuk Harum launches
[1]Mayora enters ready-to-drink tea with Teh Pucuk Harum.
- 1995
Migelas expands the company into instant noodles
[1]The company enters instant noodles with Migelas.
- 1992
Energen enters nutritious drinks
[1]Mayora expands into cereal-based nutritious drinks with Energen.
- 1990
Torabika launches and the company goes public
[1]Mayora enters instant coffee with Torabika and is listed on the Jakarta Stock Exchange.
- 1985
Choki-Choki launches
[1]The company introduces Choki-Choki chocolate paste.
- 1984
Beng-Beng enters the chocolate segment
[1]Mayora launches Beng-Beng as part of its expansion into chocolate snacks and wafers.
- 1982
Kopiko coffee candy launches
[1]Mayora introduces Kopiko, a coffee-flavored candy that becomes its signature international brand.
- 1977
PT United Brand is established
[1]The formal corporate predecessor of Mayora Indah is established and opens its first factory in Tangerang.
Products and positioning
A mass-market, multi-category packaged-food and beverage group combining Indonesian brand heritage with extensive export distribution. Mayora emphasizes affordability, convenience, high-volume availability and locally familiar flavors across biscuits, coffee, confectionery and beverages.
Biscuits · 1976
Roma
Mayora’s major biscuit family, originating in the company’s early Jakarta sales activity. The range includes products such as Marie biscuits, coconut biscuits, crackers, sandwich biscuits, wheat biscuits and filled or flavored snack biscuits.
Coffee candy and coffee beverages · 1982
Kopiko
A coffee-flavored confectionery and beverage family that became Mayora’s most internationally recognized brand. Variants include hard candy, instant coffee and ready-to-drink coffee products, with the brand built around a concentrated coffee taste and convenient formats.
Chocolate wafer snacks · 1984
Beng-Beng
A chocolate snack brand introduced during Mayora’s early move beyond biscuits and candy. Beng-Beng is associated with layered wafer and chocolate-coated snack formats and has been adapted for multiple markets.
Chocolate spread · 1985
Choki-Choki
A chocolate-paste product launched in the mid-1980s. It extends Mayora’s confectionery portfolio into a squeezable or snack-oriented chocolate format rather than a conventional chocolate bar.
Instant coffee · 1990
Torabika
Mayora’s principal instant-coffee family, launched in 1990. The range includes powdered coffee mixes, cappuccino, ginger-and-milk preparations and other variants designed for convenient home preparation.
Cereal and nutritious drinks · 1992
Energen
A cereal-based drink line introduced as Mayora entered the nutritious-drink segment. Energen is positioned as a convenient breakfast or supplementary beverage and is sold in powdered preparation formats.
Instant noodles · 1995
Migelas
An instant-noodle brand marking Mayora’s entry into the noodle category in the 1990s. The product reflects the company’s strategy of extending its branded packaged-food presence into convenient meal occasions.
Ready-to-drink tea · 2011
Teh Pucuk Harum
A ready-to-drink tea brand launched in 2011. It expanded Mayora into chilled and ambient beverage consumption and became one of the group’s major Indonesian beverage offerings.
Bottled mineral water · 2015
Le Minerale
A bottled-water brand introduced in 2015. Le Minerale broadened Mayora’s presence in everyday packaged beverages while also placing the group in a resource-sensitive and locally regulated category.
Wafer rolls
Astor
A wafer-roll brand within Mayora’s snack portfolio. It complements the group’s biscuit, chocolate and confectionery products with a crisp rolled-wafer format.
Controversies
2016
Kopiko beverage caffeine incident in Cebu
Thirty-four high-school students were briefly hospitalized after consuming free samples of Kopiko 78°C in Cebu City. Reports stated that some students consumed multiple bottles, prompting concerns about caffeine levels and the distribution of caffeinated products to minors.
2014
Community dispute over proposed Le Minerale factory
Residents in Pandeglang, Banten, opposed a proposed PT Tirta Fresindo Jaya facility, citing concerns about groundwater extraction, irrigation and alleged problems with community-consent documentation. Protests continued for several years and culminated in an attack on the site in 2017.
1997
Bankers Trust derivative-contract dispute
During the Asian financial crisis, Mayora disputed payment obligations arising from derivative contracts sold by Bankers Trust International. International arbitration favored the bank, while Indonesian courts accepted Mayora’s position that the agreements conflicted with Indonesian law; the Indonesian Supreme Court upheld that outcome in later proceedings.
Kopiko sampling practices discussed in Brandwashed
Martin Lindstrom’s book Brandwashed describes Kopiko candies being given to doctors in the Philippines for distribution to pregnant women and links the taste familiarity of the candy to later coffee-product adoption. The supplied material does not independently establish the scope or corporate authorization of the practice.
Marketing campaigns
- 2017Kopiko International Space Station visibility
International
Kopiko products were photographed during an astronauts’ Thanksgiving meal aboard the International Space Station, generating unusual international brand exposure.
Outcome. The event increased the brand’s cultural visibility, although no formal paid sponsorship or campaign metrics are documented in the supplied material.
Brand decisions
2015
Enter bottled mineral waterProduct launchBackground
The group continued moving from shelf-stable snacks and powdered drinks into packaged liquid beverages.
Action taken
Mayora introduced Le Minerale.
Aftermath
The move created a significant new beverage platform but also exposed the company to groundwater, permitting and community-relations concerns.
2011
Enter ready-to-drink teaProduct launchBackground
Mayora’s existing packaged-food portfolio provided distribution capabilities that could be extended into beverages.
Action taken
The company launched Teh Pucuk Harum.
Aftermath
The launch expanded Mayora’s beverage presence and added a ready-to-drink format to its portfolio.
1990
Enter instant coffee and pursue public-market expansionStrategyBackground
Mayora had established positions in biscuits and confectionery and sought additional high-frequency consumption categories and capital for growth.
Action taken
The company launched Torabika and listed on the Jakarta Stock Exchange, later renamed the Indonesia Stock Exchange.
Aftermath
The move supported broader product diversification and expansion into international markets.
1977
Formalize the family biscuit operation as United BrandStrategyBackground
The family’s earlier biscuit activity had developed into a commercial operation with the potential for factory-scale production.
Action taken
The company established PT United Brand and opened its first factory in Tangerang.
Aftermath
This created the corporate platform that later became Mayora Indah and enabled expansion into additional food categories.
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