'an average Indonesian consumes 139 kilos of rice per year, while a Malaysian and a Japanese only consume 80 kilos and 60 kilos respectively per year.'As is to be expected, given the differences in standards of living. Which raises the question - why are they "targetting the growing middle class Indonesians that have become more health-conscious about what they eat" ? They are the ones who're going to replace their rice intake with all the other options available, simply because they can now afford to.Across Asia's developing markets, the most affordable, filling and easily available meal usually is a huge helping of rice with a spoonful of some gravy/ pickles. With the brown color and unspecified taste/ texture of this substitute, I wonder how well it will go down with that primary target audience.Probably their best bet will be in the nasi goreng/ campur / lontong market?-------------------MDP Home Fool
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