Sari Husada - Baby Milk Action

An IBFAN-ICDC report on baby food
marketing practices
This page forms part of the global monitoring report – Breaking the Rules, Stretching the Rules 2010. Companies’ marketing
behaviour is measured against the International Code of Marketing of Breastmilk Substitutes and WHA resolutions.
Sari HusadaCode violations
(Danone)
The Executive Summary to Breaking the Rules, Stretching the Rules 2010 is available at www.ibfan.org
Sari Husada was established in 1954 under the name of NV Saridele.
In 1965, the flagship formula brand “SGM” was developed for
middle- to lower-income consumers. Today the brand extends to a
full range of baby foods and is second in the Indonesian baby food
market after Nestlé. In 1972, the company changed its name to
Sari Husada after it was acquired by PT Tiga Raksa. Sari Husada
was listed on the Indonesian bourse in 1983. In 1998, Sari Husada
began to form an alliance with the Dutch company Royal Numico
(then known as Nutricia International) to compete in the global
market. By 2005, Numico owned most of Sari Husada’s shares and in
2006, the company was delisted and became a private company.
Brands
Infant Formula:
SGM 1
SGM LLM (low lactose)
SGM BBLR (low birth weight)
SGM Presinutri 1
Vitalac 1
Vitalac BL
Follow-on Formula:
SGM 2
SGM Presinutri 2
Vitalac 2
When Royal Numico was acquired by Danone
in 2007,
SariPROGRAM
RSHIP
EXCLUSIVE PARTNE
ah Delima) on the
Husada became French-owned but is still very
much
ndi, Mirfocussed
(Srika
Indonesian market.
Objective
Complementary Foods
SGM Cereal
•
The violations in this section are all from
Indonesia.
ants
par• ticip
REWARD PARTICIPANT:
Logos
SRIKANDIofPROGRAM
program’s
To increase the quality
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nity for exclusive
ive com
– Scientific
Seminar
2 Xmu
1 year
e exclus
• To hav
– Selection:
Health
instrument,
education benefit,
ants tour (based on delivery
participreligious
program and period
m’s
gra
pro
of
program)
of
alty
rease loy
• To• inc
MONITORING:
participants
AC, DM, RC, RM, PM conduct random
checking
• REPORTING
DM send report of delivery et al every
month
PROGRAM
to JO, based on
report
SHIPtemplate.
ER
Tempting Muslim midwives
Driving sponsorship to
E PARTN
)
EXCLUSIV
irah Delima
(Srikandi, M
new lengths, Sari Husada
works in collaboration with
m’s
Objective
of progra
ality
e qu
OGRAM
PR
DI
ease
IKthAN
SR
• To incr
the Indonesian Midwives’
ive
participants
ity for exclus
ive commun
us
cl
ex
ve
Association to organise umrah
• To ha
MIRAH DELIMA PROGRAM
participants
program’s
(an Islamic ritual) pilgrimages
se loyalty of
• To increa
to the holy city of Mecca.
participants
Two exclusive partnership
programmes, Sri Kandi and
Mirah Delima aim at increasing
loyalty among midwives in
PROGRAM
private practice. Under these
SRIKANDI
two programmes, midwives are
encouraged to promote brands like SGM 1, SGM 2, LLM and
complementary foods in exchange for rewards redeemable after
the programme period of one to two years. Rewards include
a chance to participate in the Umrah tour with possibility of
bringing along spouses and family members!
Participant:
•
es
Private Midwife Practic
Ave Partus > = 12 / month
–
–
Period:
•
1 year
–
2 year
• – Participant:
•
•
Lactam
BBLR, Cereal, Biscuit,
– Private Midwife
Practices
2, LLM,
Product: SGM 1, SGM
il
– Ave Partus > = 7 – 11 month
Mekanism:
•
•
•
delivery category
al participant based on
Select potenti
m
– Period:
2 year
Reward trough the progra
– Every participant save
= (delivery x 2,5) + 5
be
y saving is: Saving Value
benefit count montly will
– Formula for monthl
instrument / education
health/
tour
/
s service
SGM,
Lactamil,
SGM
2,
LLM,
BBLR, Cereal, Biscuit,
Saving of religiou
– Product:
months
evaluated every 3
of the program
end
the
at
d
Mekanism:
receive
nominal
– Reward would be
be exchanged by certain
d can not
d receive
Select
potential
participant
based on delivery category
– –Rewar
– Every participant save reward trough the program
– Formula for monthly saving is: Saving Value = (delivery x 2,5) + 5
– Saving of religious service / tour / health-instrument / education benefit
count monthly will be evaluated every 3 months
– Reward would be received at the end of the program
– Reward received can not be exchanged by certain nominal
1
Participant:
ctices
Midwife Pra
– Private
month
tus > = 12 /
– Ave Par
•
Period:
•
– 1 year
– 2 year
•
M
Product: SG
•
Mekanism:
–
–
–
–
–
–
1, SGM 2,
cuit, Lac
, Cereal, Bis
LLM, BBLR
tamil
2
gory
delivery cate
ant based on the program
ntial particip
be
+5
ard trough
Select pote
livery x 2,5)
nt montly will
ant save Rew
Value = (de
on benefit cou
Every particip thly saving is: Saving
nt / educati
mon
lth-instrume
for
hea
a
/
mul
tour
/
For
ious service
relig
of
m
ing
ths
Sav
ry 3 mon
of the progra
inal
evaluated eve be received at the end
by certain nom
ld
Reward wou
be exchanged
ived can not
Reward rece
1
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