Milklab honoured at FMCG Asia Awards 2025 for driving coffee culture engagement

The brand’s commitment to Indonesia’s thriving coffee culture was showcased through its grassroots approach and innovative community-driven campaigns.

Milklab received the Consumer Engagement Initiative of the Year - Indonesia award at the FMCG Asia Awards 2025 for its sustained and measurable engagement with the country’s coffee sector. The Australian plant-based milk brand has established a strong foothold through local collaborations, professional partnerships, and digital programmes tailored to Indonesia’s café landscape.

Operating in Indonesia for five years, Milklab now works with over 1,000 cafés in Jakarta, Bali, and Surabaya. Its barista-formulated range, which includes almond, oat, soy, coconut, macadamia, and lactose-free dairy, offers reliable consistency in texture and flavour for espresso-based drinks and blended recipes. This range has been widely adopted across the industry, supported by direct interaction with baristas and café owners.

Milklab introduced the Milklab Barista Creation Challenge to provide a platform for baristas, mixologists, and enthusiasts to experiment with product use. Participants presented original recipes at Milklab Pop-up Cafés, where they gained industry exposure and professional recognition. The programme underscored Milklab’s practical role in developing skills and innovation within the café community.

Its partnership with digital agency WE! Interactive expanded the brand’s engagement online. Social campaigns showcased Indonesian baristas and independent cafés through concise video content and focused storytelling. Each post drew on authentic local practice, avoiding generic promotion. Engagement metrics indicated steady growth in reach and interaction across all major platforms.

At the World of Coffee Asia 2025 event in Jakarta, Milklab conducted live demonstrations led by  2024 World Barista Champion Mikael Jasen and 2022 World Barista Champion Anthony Douglas. These sessions concentrated on technical precision, beverage consistency, and product application in professional settings.

Milklab’s performance in Indonesia illustrates a disciplined operational approach that joins global product knowledge with local relevance. The company is now regarded as a dependable partner for café professionals, offering consistent quality aligned with the requirements of both domestic and regional markets.

The FMCG Asia Awards, organised by Retail Asia, recognises companies that have made a significant impact on the fast-moving consumer goods industry. It celebrates the excellence of those who consistently deliver exceptional products, drive innovative initiatives, and execute remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here.  For more information about the awards programme, you may contact Shela Ramos at +65 3158 1386 or [email protected].