Lemonilo Launches Brownies Cruunchy Shoor for IDR 2,000

1 min readSep 15, 20265:56 AM

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Indonesian healthy snack brand Lemonilo introduced Brownies Cruunchy Shoor in September 2026. The dark chocolate snack is priced at IDR 2,000, making it affordable and accessible for children.

The product combines the bold taste of dark chocolate with a crunchy texture, targeting the snacking habits of Generation Alpha as a pocket-friendly treat.

Expanding the Gluten-Free Bakery Line

Alongside the rollout, Lemonilo launched Brownies Crispy Lemon Cheese as a new flavour, complementing its existing cheese option.

Cassava flour replaces wheat across the Crispy range to keep recipes gluten-free. Lemonilo formulated the items without artificial preservatives, synthetic dyes, or artificial sweeteners. The company is pitching the lineup as a cleaner choice for higher-margin convenience store shelves.

The Warung Price War

Dropping to IDR 2,000 is an aggressive volume play for a brand built on premium, health-oriented noodles and baked goods. Established giants Mayora Indah, Wings Group, and Garudafood dominate Indonesia’s entry-tier snack shelves. They defend that IDR 1,000 to IDR 2,000 price window through massive distribution networks.

Protecting margins at this price point will depend on packaging scale and tight supply chains. Cassava and clean-label ingredients cost more than standard palm oil and refined flour. Single-coin pricing leaves no room to absorb cost spikes without shrinking pack sizes.

Building Out Beyond Noodles

The dual launch pushes Lemonilo further beyond its core instant noodle business. It introduced the original Brownies Cruunchy line on TikTok Shop in August 2025 before securing offline store space. Earlier that year, the brand shipped stock to Qatar to test export demand for halal snacks.

Wholesale performance over the coming quarters will show whether the IDR 2,000 price point can deliver sustainable margins in Indonesia’s tier-two and tier-three cities.

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What this means

Lemonilo's aggressive IDR 2,000 pricing for its new snack, far below its typical premium offerings, is a high-stakes gamble to penetrate Indonesia's mass-market confectionery. While this targets a vast consumer base and uses the brand's health credentials, it directly pits Lemonilo against established giants like Mayora Indah and Garudafood, who dominate this price bracket with robust distribution and cost efficiencies. The move pressures these incumbents by introducing a 'cleaner choice' at their core price point. Given that Miniso recently opened a new store concept in Indonesia, indicating market confidence, Lemonilo's strategy could either secure significant market share or expose margin fragility. The true test lies in the forthcoming wholesale performance data.

Sarah Chen · Retail News Asia newsroom

Questions & Answers

Which specific demographic is the Brownies Cruunchy Shoor product primarily targeting?

The new dark chocolate snack is aimed at Generation Alpha. It is positioned as a pocket-friendly treat, priced affordably at IDR 2,000, making it accessible for children in Indonesia.

What is Lemonilo doing to compete with established snack brands at the IDR 2,000 price point?

Lemonilo has priced the new snack at IDR 2,000, which is an aggressive strategy for volume. Protecting margins will depend on packaging scale and efficient supply chains, as ingredients for clean-label products are more costly.

How is Lemonilo expanding its existing gluten-free bakery line with this launch?

Alongside the new Shoor product, Lemonilo launched Brownies Crispy Lemon Cheese, adding to its existing cheese option in the Crispy range. Cassava flour is used across the Crispy line to ensure products remain gluten-free.

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