Renowned French Chef Auguste Escoffier said it best: “Good food is the foundation of genuine happiness.”

Food has the ability to bring together people from all walks of life and sometimes, it does more. A single dish can induce emotion and laughter and convey more meaning than words.

Indonesia was once known as the “land of spices”, and the country’s many traditional cuisines reflect this. From Sabang in Aceh to Merauke in Papua, local dishes have captured the palates of people around the world. If there is one particular characteristic linking the wide variety of Indonesian dishes that keeps everyone coming back for more, it’s the rich and flavorful fusion of spices.

Since Sasa’s inception in 1968, its products have been a staple in kitchens across the archipelago for adding the finishing touch to daily meals, taking our taste buds to the next level. Over the decades, the company has stayed true to its mission: to bring happiness to everyone through healthy and delicious meals that are easy to make.

Innovation, however, is the key to success. This is no different for the beloved brand, and Sasa is ready to take its next step forward with a new company profile, innovating to bring the best products to its customers.

“For more than half a century, PT Sasa Inti has provided a variety of flavors for savoring life. As pioneers of nutritious and healthy food products, we are always innovating for a better quality of life. Rich in Omega-3, vitamins, minerals and proteins, what you eat now is what you need,” Said Sasa Brand Communication Director, Fenny Kusnaidy

It is not enough to simply add flavor, and Sasa focuses on fortifying its products to offer as much nutrition as possible to its customers. Through science-based innovation, each Sasa product contains high nutrition in the form of vitamins B2 and B9, iron, zinc and more.

The brand’s most popular product is arguably monosodium glutamate (MSG), also known as a flavor enhancer. Glutamate has a variety of functions, such as forming proteins in the muscles, liver and other organs. It is also used to produce glucose, acts as an energy source in the intestine, functions as a neurotransmitter and helps in the development of immune cells.

According to research by Hardinsyah, professor of community nutrition at the Faculty of Human Ecology of IPB University in Bogor, MSG also helps to increase appetite in elderly people and provide dietary support.

“We believe that what we give will eventually come back. We live in the community, and the community lives in us. Understanding this strong connection will bring us closer to achieving our mission: To bring happiness through nutritious foods that can be prepared simply,” says the company profile, noting the brand’s deep integration with Indonesian cuisines.

 “We care about our consumers; we care about you. Even if the universe is vast and even if time changes things, kindness will still remain,” it emphasizes.

Furthermore, through its “The Crazy Kind” campaign, Sasa aims to make the world into a better place where everyone can enjoy foods that are as healthy as they are delicious, as well as practical. Through its Platinum Care+ product line, the company is on a new mission to help Indonesians meet the recommended daily intake of vitamins and minerals.

In these ways, Sasa is offering a practical and flavorful solution to eradicate malnutrition by helping customers overcome or avoid poor nutrition altogether.

As its new profile declares: “Sasa, making Indonesia and the world healthier.”

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