Cinta Laura fronts Chocolatos Rich as Garudafood targets youth market

Garudafood has rolled out its latest product innovation, Chocolatos Rich, as part of its ongoing effort to deepen ties with younger Indonesian consumers - marking a strategic shift for a brand best known for its classic wafer sticks.

Unveiled at the brand’s 17th anniversary event during Jakarta Fair Kemayoran 2025, the new product is billed as the first of its kind in Indonesia: a wafer stick with chocolate both inside and out. But it’s not just about what’s on the shelf. The launch signals a clear repositioning of Chocolatos, now gunning for relevance among Gen Z, backed by a celebrity partnership and a national loyalty programme.

The new campaign is fronted by actress and singer Cinta Laura Kiehl, introduced during the Chocolatos Sweet 17th Party as the brand’s new face. She brings with her not just star power but a lifestyle alignment Garudafood is betting will resonate with a more adventurous, digitally native audience.

Don't miss: Mac and cheese brand Macsready taps Jakarta Fair to win over urban families

“Chocolatos is a brand that has long been trusted and loved by the public. I’m proud to be part of this special journey and to help introduce Chocolatos Rich, which offers a more elevated taste experience,” said Kiehl during the launch event, as quoted by national government-owned radio RRI.

According to Niken Esti Prasetianti, brand equity director at Garudafood, the product marks a broader commitment to youth-led innovation. “The launch of Chocolatos Rich reflects our commitment to innovation and delivering premium products that align with the preferences of younger consumers, especially Gen Z,” she said.

The rollout of Chocolatos Rich is accompanied by a national loyalty programme designed to sustain engagement beyond the initial launch hype. Consumers can enter by submitting a code found on the packaging via the Chocolatos website, with instant notification on prizes ranging from e-wallet vouchers and branded product bundles to the grand prize - an exclusive trip to Italy.

The campaign runs from July through December 2025, and Garudafood has secured clearance from relevant ministries and authorities. It’s a typical sweepstakes mechanic, but one that Garudafood hopes will drive both excitement and deeper consumer stickiness.

“We believe this launch and the accompanying giveaway programme will strengthen engagement with consumers, while also maintaining healthy and sustainable business momentum,” Prasetianti added.

Chocolatos, part of the Garudafood stable since 2008, has long built its reputation on wafer sticks. But the brand has since expanded into wafer creams, ready-to-drink formats, and dairy-based innovations - part of Garudafood’s wider strategy to diversify and digitise its offering.

Related articles:
M&M’S doubles the fun with new global platform built for chocolate lovers
KitKat swaps smartphones for chocolate in clever twist on iconic slogan
Indosat and Garuda ID partner to grow aviation and tourism sector