Upfield Indonesia’s Blue Band Margarine wins Consumer Good of the Year in FMCG Asia Awards 2021

The largest plant-based consumer goods company in the world has been loved by generations for giving the best quality and commitment to a healthier and happier lifestyle with their nutritious and tasty products.

Upfield Indonesia’s Blue Band Margarine is recognised with the Consumer Good of the Year accolade in the product category in the FMCG Asia Awards 2021. The awards programme lauds the region's best fast-moving consumer goods (FMCG) companies that have shown exemplary performance and their most outstanding products and initiatives.

Since its establishment in 1934, Blue Band  has a strong heritage and remains as the global leader in the retail margarine industry providing all natural and plant-based nutrition products.   The purpose-led and future-fit business organisation runs more than 30 key projects across functions with high quality mindset, sustainable growth mindset, and cash mindset that make their operation very effective and efficient in winning 2021 growth objectives.

With a winning combination of great taste and good nutrition for children and adult growth and development for a healthy lifestyle, Blue Band spread is a blend of selected pure vegetable healthy fats and important vitamins such as omega 3 & 6 that deliver essential fats to the body – which the body requires for growth and development but contains no cholesterol. Other Upfield’s iconic brands that are suitable for spreading, cooking and baking applications include Flora, Rama, Proactiv, Becel, and Country Crock.

By creating great-tasting alternatives to animal-derived products, Upfield is also helping their consumers cut their carbon footprint through innovating sustainably-sourced and better packaged products. They currently have a strategic partnership with Starling, where they use innovative satellite monitoring technology to map the location of mills within their global supply chain and identify where deforestation may be occurring.

With their strong commitment to building a better plant based future by creating social and financial value, Upfield Indonesia  had managed to grow strong double digit growth in 2021 with a market share increase of 160 BPS (MAT H1 2021) and 18.5% increase in consumption (MAT Q1 2021)

Blue Band also started a social mission project in AMEA and Asia with the goal to make a nutritious breakfast an everyday reality for 100 million school children including Indonesia. To support Indonesia’s government reducing stunting rate in Indonesia from 27.7% to 14%, especially during the pandemic, Blue Band distributed 1,000 package/month free breakfasts to help the needy in building a healthy breakfast habit and continuously educating Indonesia family to always  eat healthy breakfast through various social media platform. 

The company previously garnered prestigious accolades in 2021 such as the Indonesia Top Brand Award based on market share and awareness performance, Top Digital & PR Award, Top Official Store Award and Brand Choice Award based on digital brand awareness, highest sales and consumer choice including consumer’s reviews and rating within marketplace or e-commerce platform and Best Brand award for its highest score in Top of Mind,  Highest loyalty, brand used most often with > 80% scores,  and highest Satisfaction rate at 99.1%.

Their factory also received the acknowledgment as World's Best & Most Hygiene Upfield Factory with zero number of accidents and quality incidents. 

As Upfield enters a new era, the company is pushing the boundaries of product design, finding innovative ways to use natural ingredients to create healthy, delicious plant-based foods to positively impact the health and care of future generations.

Upfield Indonesia has been awarded the Best Asia Company to Work For for two consecutive years (2020 & 2021) and Asia Most Caring Company in 2021.

Follow the links for more news on

Join Retail Asia community
Since you're here...

...there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you dight and create an advertising campaign, in print and digital, on this website and in print magazine.

We can also organize a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!