Garudafood's Gery refreshes mascot as it celebrates 25 years in Indonesia

Garudafood has unveiled a refreshed identity for its Gery snack brand as it celebrates its 25th anniversary, introducing a redesigned mascot, appointing actor and musician Iqbaal Ramadhan as brand ambassador, and reinforcing its commitment to product innovation under the theme "Level up, grow stronger."

The anniversary campaign signals a new phase for one of Indonesia's best-known biscuit and wafer brands, which has expanded its portfolio and overseas footprint while adapting to changing consumer snacking habits.

Gery has modernised its long-standing mascot with a more expressive and energetic look designed to better resonate with younger audiences while retaining its recognisable identity.

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The company has also appointed Ramadhan as the face of the brand, describing his profile across film, music and academia as reflecting the campaign's message.

"It's incredible to see an Indonesian homegrown brand endure and grow for 25 years through meaningful innovation, earning the love of so many people and even expanding into international markets. Gery's spirit of adapting to change and always striving to deliver its best also reflects the values I hold in my own work. I hope this collaboration will inspire more young Indonesians to embrace Gery's spirit of daring to try, moving forward, and continuing to grow," said Ramadhan.

According to Garudafood, Gery has grown from a school lunchbox staple into a broader snack portfolio spanning 37 products across categories including crackers, cereal snacks, potato biscuits, enrobed wafers and confectionery. The company said several products created new categories in the Indonesian snack market, including Gery Choco Roll, which introduced an affordable single-serve format in 2001, alongside later launches such as Gery Saluut Malkist, Gery Snack Cereal and Gery Biskuit Kentang.

"For the past 25 years, the trust of the Indonesian people has been the foundation of Gery's journey. As we enter this new chapter, we want to continue understanding consumers' evolving needs through meaningful innovation, strengthen Gery's position as a favourite snacking companion, and demonstrate that Indonesian-made products can continue to compete and gain greater recognition in global markets," said Fransiskus Johny Soegiarto, director of Garudafood. 

The company said shifting consumer behaviour has broadened the role of snacks beyond simply satisfying hunger. Citing the NIQ Indonesia Mid Year Consumer Outlook Guide 2025, Garudafood noted that 91% of consumers globally eat at least one snack each day, while half of Indonesia's FMCG consumers consume more than two snack categories.

Niken Esti, Garudafood's brand equity director, said this diversification has shaped the company's product development strategy.

"Consumers' snacking needs are no longer one-size-fits-all. Some are looking for convenient snacks to accompany their daily activities, while others enjoy snacks as part of moments shared with family and friends. That's why we continue to expand our product range for consumers of all ages, from children to older adults, so that Gery can be part of a variety of occasions, each offering a different character and experience," she said.

Garudafood said the strategy has helped Gery double its business over the past decade, supported by a steady stream of new products, including potato biscuits and Japanese sweet potato-flavoured pillow snacks.

The brand has also expanded beyond Indonesia into markets including Australia, China, India, South Korea, Thailand, Vietnam and Malaysia. Garudafood said several Gery products now lead their respective categories, strengthening the brand's position internationally.

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