Mac and cheese brand Macsready taps Jakarta Fair to win over urban families

Macsready is making a bold push at Jakarta Fair Kemayoran (PRJ) 2025, using one of Indonesia’s largest consumer expos to capture the attention of health-conscious, urban families with its newly launched mac and cheese.

More than just taking part in Jakarta’s 498th anniversary celebrations, Macsready is using the occasion to spotlight the need for healthier, more practical food choices for children - cutting through a market flooded with sugary and processed snacks.

Positioned as a preservative-free solution for modern lifestyles, Macsready is tapping into parental anxieties around nutrition and convenience - two things rarely found in harmony in the world of children’s snacks. “We want to show that ready-to-eat food can still be tasty, high-quality, and nutritious, without relying on preservatives,” said Felix Ariyanto, general manager of Macsready, as quoted by industry.co.id.

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At PRJ 2025, Macsready isn’t just sampling products - it’s staging a full family experience. The SC-5 Outdoor Area booth features game machines and giveaways, a deliberate move to bring the brand’s healthy-yet-playful ethos to life for its core audience.

“Our participation in PRJ 2025 reflects our commitment to being closer to Indonesian families. We want to create an experience that’s both fun and heartfelt, while delivering an important message: healthy eating can start with small choices - like offering more nutritious snacks for children,” said Ariyanto.

Designed to last at room temperature without artificial preservatives, Macsready’s product format opens up opportunities well beyond the home pantry. While initially positioned for households, the brand is laying the groundwork for expansion into retail and eCommerce.

The product’s compact, portable packaging has also won favour among parents on the go. “Many consumers love Macsready as a snack for kids because it’s small, easy to carry, and quick to prepare,” said Maria Ana, Macsready’s marketing manager. The mac and cheese is said to be ready to eat in just 1.5 minutes.

Child nutrition remains a challenge in Indonesia, with stunting and nutrient deficiencies still widespread. Many children rely heavily on ultra-processed snacks that are high in sugar, salt, and fat but lack essential nutrients - despite needing a balanced diet rich in protein, calcium, and vitamins to support healthy growth.

With popular Labubu figures up for grabs, Macsready is also turning casual booth visits into high-demand moments among collectors and families alike.

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