This move is part of SMA’s ongoing global expansion strategy, enabling the company to offer a comprehensive product portfolio ranging from snacks to biscuits and confectionery.
A 25-Year Journey
Founded in 1998 by entrepreneurs Junaedy Tanujaya and Pandu Ardani, Sari Murni Abadi (SMA) began its journey with the establishment of PT Sari Murni Abadi in Bogor, West Java. In 2000, the group expanded with its second facility, PT Sari Murni Jaya, in Surabaya, Indonesia’s second-largest city.
Mr. Junaedy Tanujaya (left), CEO of Sari Murni Ardani, and Mr. Pandu Ardani, Chief Operating Officer and Commissioner at Sari Murni Ardani.
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A significant milestone was reached in 2003 with the launch of the Momogi brand, featuring its first roasted corn product, alongside the establishment of two subsidiaries: PT Sukses Makmur Abadi and PT Sukses Makmur Jaya.
Over two decades in the snack industry, SMA has built a strong reputation in Indonesia with brands like Momogi, Migi-Migi, Twiststick, Criscito, and Yale-Yale. Among these, Momogi, a corn snack with flavors ranging from roasted to chocolate, stands as the group’s flagship product.
Source: SMA Website
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SMA’s production system includes two factories in East Java and West Java, operating 24/7 in three shifts. In addition to manufacturing for its own brands, SMA provides OEM services for external partners. Currently, Mr. Junaedy Tanujaya serves as CEO of Sari Murni Group, while Mr. Pandu Ardani holds the position of Chief Operating Officer and Commissioner.
In Indonesia, SMA has developed an extensive distribution network with 150 sub-distributors and 30,000 sales points across 34 provinces, covering both traditional and modern channels. Mr. Junaedy Tanujaya is the CEO of SMA, and Mr. Pandu Ardani serves as Chief Operating Officer and Commissioner.
Global Expansion Since 2022
A turning point in SMA’s history occurred in April 2022 when Metaside Global Holding Pte, Ltd (Singapore) and PT Mitra Dinamika Indotama (Indonesia) acquired the group. Following this, SMA began its international market expansion.
Prior to this phase, SMA’s total assets were 211 billion Rupiah (equivalent to $12.6 million), with total revenue of 271 billion Rupiah ($16.3 million) and EBITDA of 7.9 billion Rupiah ($456,000).
Source: Kredit Rating Indonesia
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By 2024, the company’s total assets had grown to 343 billion Rupiah ($20.5 million), with total revenue reaching 367 billion Rupiah ($21.9 million), although it reported a net loss of 22.6 billion Rupiah ($1.35 million).
Source: Kredit Rating Indonesia
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As of June 2024, SMA’s ownership structure consists of two shareholders: Metaside Global Holding Pte holds 99.9997%, and PT Mitro Dinamika Indotama owns 0.0003%.
Today, SMA’s export footprint spans nearly 15 countries, including Southeast Asia (Cambodia), East Asia (Taiwan, South Korea), Oceania (Australia), the Middle East (UAE, Saudi Arabia), and other regions such as South Africa, Poland, and Hong Kong.
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SMA’s Export Markets
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“Our export success stems from a deep understanding of local markets and consumer trends in each country,” shared Tuti Marlina, Vice President of International Business Development at SMA, in a press release on September 18, 2025. The company’s strategy revolves around tailoring products to meet the preferences and needs of consumers in each market, from product design to packaging.
Bibica Acquisition: A Strategic Entry into a 100 Million Market
SMA’s latest target is Vietnam, through its investment in Bibica, marking the group’s first direct entry into this market. Previously, SMA’s only connection to Vietnam was its participation in the Vietfood exhibition in August 2025. The investment in Bibica, from PAN Group, is a strategic move to penetrate Vietnam’s promising market of 100 million people.
This acquisition not only expands SMA’s product range to include biscuits and confectionery but also grants access to Bibica’s extensive distribution network of over 100,000 sales points and modern factories in Long An and Hanoi.
Bibica, a long-standing brand in Vietnam, has established export channels to international markets such as Japan, South Korea, and the United States, offering SMA significant opportunities to strengthen its global presence.
– 09:00 27/11/2025
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