Sara lee Will Close Indonesian Business

This news is already in circulation since early November 2009 that Sara Lee is letting go his non food business. Since they have no food business in Indonesia, Sara Lee effectively packing their bag and leave from Indonesia market.

Here is what I know who buying their business in Indonesia (and regional as well)

• Unilever bought entire personal care division for US$ 1.9 billion in cash. The strong brand in Indonesia is Sanex for liquid soap and deodorant, while other brand Radox is not really have presence in here.
• They also have “Sara Lee” brands for personal care which I think together with Switzal and Purol, will be part of the deal with Unilever.
• P&G bought their air freshener brand called Ambipur  for US$ 470 Million.
• But who is buying Kiwi, the true and tested shoe polish… ( I heard that kiwi is  also used to polish wooden craft somewhere in Central Java).  Can’t find the information anywhere else, if you know who is buying it, please put it in comment section.

I do not believe that Unilever will keep Sanex brands in Indonesia, they have many of their own brand already for liquid soap and deodorant. I am sure they will kill the brand or simply milk it.

while Switzal, purol and (especially) Ambipur may see a better future as the purchaser do not have the category, I expect there will be a heavy support on this brands. once the dust is settled down.

So… Good Bye Sara Lee…

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