PT. Serena Indopangan Industri is a prominent Indonesian manufacturer and exporter of biscuits and wafers, headquartered in Cibinong, West Java. With a strong legacy and affiliations to iconic household brands like Khong Guan and Nissin, the company operates within Indonesia’s top-tier FMCG sector, distributing its products across Southeast Asia and other global markets.
Company Overview
PT. Serena Indopangan Industri is part of the expansive Khong Guan Group, renowned across Indonesia for producing high-quality baked goods. With a vertically integrated manufacturing process and vast distribution network, Serena is a critical player in the nation’s biscuit segment. The company emphasizes innovation, food safety, and heritage branding to maintain its leadership in both domestic and export markets.
Product Portfolio
PT. Serena Indopangan Industri offers a diverse product range under three major brands: Serena, Khong Guan, and Nissin.
1. Serena Brand
- Serena Togo: Layered wafer bars with chocolate coating.
- Serena Klik: Sandwich biscuits with flavored cream filling.
- Serena Broniz: Brownie-inspired chocolate cookies.
- Serena Kismis Sultana Cookies: Classic butter cookies with raisins.
- Serena Rodeo & Rodeo Wafer: Chocolate-flavored coated and filled wafers.
2. Khong Guan Brand
- Khong Guan Assorted: Iconic mixed biscuit tins popular during festive seasons.
- Khong Guan Top Ekonomi: Economical family pack with a variety of biscuit styles.
- Khong Guan Saltcheese, Short Cake, Big Royal: Varied baked and semi-sweet biscuit options.
3. Nissin Brand
- Nissin Lemonia: Lemon-flavored sandwich biscuit with soft creamy filling.
Each product line is designed for mass appeal and is produced with consistent quality and attractive price points, targeting retail, wholesale, and institutional markets.
Manufacturing Facilities
PT. Serena operates advanced baking and packaging facilities in Cibinong:
- Production Scale: Large-scale manufacturing suitable for nationwide retail and international export.
- Technology: Automated baking lines, high-speed wrapping and sealing systems.
- Certifications:
- ISO 22000 Food Safety Management
- Halal Certification from MUI
- BPOM (Indonesia’s FDA)
The company enforces strict hygiene protocols and batch traceability to maintain its reputation for safe and quality-driven production.
Export Reach
Although specific shipment volumes are not publicly disclosed, PT. Serena Indopangan Industri has a well-established presence in:
- Key Markets: Philippines, Malaysia, Middle East, and East Africa.
- Export Products: Primarily Serena and Khong Guan SKUs in tins and family packs.
- Distribution Channels: Via FMCG distributors, ethnic grocery stores, and importers of Asian food products.
The company’s product range, shelf stability, and brand familiarity among Asian diaspora communities contribute to steady export demand.
Brand Legacy and Market Positioning
- Serena: Positioned as a youthful, modern line of snack biscuits targeting teens and young adults.
- Khong Guan: A heritage brand with multigenerational brand loyalty, known for iconic red tins.
- Nissin: Represents fun and innovation, particularly in flavored sandwich biscuits and export-friendly SKUs.
These brands are staples in Indonesian homes and are expanding their global footprint via regional trade partners.
Sustainability and Sourcing
The company adheres to sustainable procurement and manufacturing practices:
- Locally Sourced Ingredients: Wheat, sugar, and flavorings are primarily obtained from certified Indonesian suppliers.
- Energy-Efficient Systems: Investment in energy-saving ovens and LED factory lighting.
- Waste Management: Internal waste recycling and collaboration with local recycling vendors.
These initiatives support PT. Serena’s commitment to responsible food manufacturing.
Distribution and Logistics
- Domestic Distribution: Through modern retail chains (Indomaret, Alfamart), wholesalers, and general trade.
- Export Logistics: Products are packaged in export-compliant formats with customizable private label options for international clients.
This logistical flexibility allows the company to meet varied regulatory and labeling requirements across regions.
Customer Feedback and Recognition
PT. Serena Indopangan Industri continues to receive accolades from consumers and retailers:
- “A trusted brand for family snacks.”
- “Khong Guan tins are a holiday tradition.”
- “High-quality exports with competitive pricing.”
The consistency and nostalgic value of the brands reinforce customer loyalty.
Strategic Goals
As demand grows for both indulgent and convenient snack formats, PT. Serena Indopangan Industri aims to:
- Expand its Serena product line with health-oriented variants (e.g., whole grain, reduced sugar).
- Boost digital marketing efforts to reach millennial and Gen Z consumers.
- Increase its export footprint to underpenetrated markets in Latin America and Europe.
Through heritage, quality, and innovation, PT. Serena Indopangan Industri continues to shape the biscuit industry in Indonesia and beyond.
