September 26, 2024 — This week, HOWTIAN, in partnership with Sele Ingredients, welcomed over 300 key representatives from Indonesia’s food and beverage industry, along with government officials and special guests, to the SoPure Stevia Solutions Symposium in Jakarta.
The event sparked significant interest, due in large part to the upcoming rollout of Indonesia’s sugar tax on beverages. Attendees were eager to learn about the new regulations and hear insights from beverage manufacturers in countries where similar taxes are already in effect.
Attendees were also able to sample a few of HOWTIAN’s latest innovations and formulation demos, including reduced-sugar oat milk, milk tea, sugar-free oolong tea, and more. The positive response was immediate, with several project discussions initiated at the event itself. These dialogues promise exciting future collaborations in Indonesia, and we are eager to continue and expand on these conversations with both new and existing partners.
At the reception, guests were treated to reduced-sugar Royal Jasmine Iced Tea and Zen Matcha Oat Milk, both sweetened with SoPure Stevia blends. During the first coffee break, attendees enjoyed 50% sugar-reduced Almond Caramel Delight non-dairy milk tea and Coffee Cream Tiramisu non-dairy flavored coffee. For the second coffee break, sugar-free versions of the morning drinks were served, along with Peach Bliss sugar-free iced oolong tea, all sweetened with SoPure’s stevia-erythritol blend.
Feedback for these beverages was overwhelmingly positive, particularly for the sugar-free options sampled in the afternoon session. Attendees praised the taste and quality, noting that the recipes exceeded their expectations.
The symposium also addressed the broader consumer trends driving demand for clean-label products in Asia. According to recent Innova consumer reports, 75% of Asian consumers now consider clean labels a significant factor in their purchasing decisions, the highest percentage globally. Furthermore, 69% of these consumers are willing to pay more for clean-label products, a figure that has steadily increased.
Despite this strong demand, only 18% of new products in Asia currently meet clean-label requirements, highlighting a significant gap in the market.
The event featured several guest speakers, including:
- Officials from Indonesia’s health and finance departments, who provided detailed information on the sugar tax, its rationale, and the planned execution
- A popular nutritionist and broadcaster also shared their professional and personal perspectives on sugar consumption and reduction, with a particular focus on stevia.
- A guest from NutriScent discussed Thailand’s experience with implementing a sugar tax, offering valuable insights for Indonesian companies preparing for the upcoming regulations.
We would like to extend our heartfelt thanks to Yasin Rahardja, president of Sele Ingredients, and his incredible team for their exceptional organization and hosting of the event.
The SoPure Stevia Solutions Symposium in Jakarta was a resounding success, and we look forward to continuing to support Indonesia’s journey toward healthier, sugar-reduced solutions.