Lemonilo
Lemonilo is an Indonesian consumer goods company that manufactures and distributes healthier packaged food — instant noodles, sweet-potato chips, baked brownies, and natural seasoning — formulated without preservatives, MSG, or artificial colors, sold via e-commerce marketplaces, offline retail, and direct international shipping to 7 countries.
- Company typePrivate
- Founded2015
- HeadquartersJakarta, Indonesia
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lemonilo does
Lemonilo is an Indonesian consumer goods company that manufactures and distributes a portfolio of healthier packaged food products — instant noodles (Mi Instan), sweet-potato chips (Chimi), baked brownies (Brownies Crispy), and natural cooking seasoning (Gorme) — formulated without preservatives, MSG, or artificial colors under its "Tanpa 3P" positioning. The products are engineered for 12-18 month shelf stability across Asian and European markets, enabling both domestic distribution and international direct shipping. Founded in 2015 by Shinta Nurfauzia, Ronald Wijaya, and Johannes Ardiant to address the lack of affordable healthy FMCG options in Indonesia, the company has grown to 300+ employees and reports marketplace ratings of 4.4-4.9 across 580K+ marketplace customers.
Lemonilo's business model is direct-to-consumer packaged-goods sales through three primary e-commerce marketplaces (Tokopedia, Shopee, TikTok Shop), offline retail (Indomaret convenience stores and supermarkets), and direct international shipping to 7 countries including the USA, Netherlands, Germany, Kuwait, Singapore, and New Zealand. Products are priced at unit SKU level with no disclosed subscription or tiered pricing structure. Revenue is generated through one-time product sales distributed via marketplace, retail, and owned-storefront channels. Marketing is conducted through organic social (Instagram, TikTok, X, Facebook), marketplace listings, brand ambassador partnerships (Nikita Willy), and lifestyle events such as the 'Family Happy Day' activation.
The company has raised approximately $36 million in disclosed funding across multiple rounds, with a Series C led by Sofina (with Peak XV Partners participation) in December 2021. It is incorporated in Indonesia as PT Lemonilo Indonesia Sehat and operates as a private company. The founding team retains co-founder leadership, with no disclosed subsequent executive hires or acquisitions on record.
Lemonilo firmographics
Firmographics- Name
- Lemonilo
- Legal name
- PT Lemonilo Indonesia Sehat
- Website
- https://lemonilo.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Lemonilo is an Indonesian consumer goods company that manufactures and distributes healthier packaged food — instant noodles, sweet-potato chips, baked brownies, and natural seasoning — formulated without preservatives, MSG, or artificial colors, sold via e-commerce marketplaces, offline retail, and direct international shipping to 7 countries.
- Ownership category
- akta.pro rank
Lemonilo industry classification
Industry- Product category
- Healthy Packaged Foods
- NAICS
- Food Manufacturing (311)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000), Cookies & Crackers (2052)
- akta.pro primary industry
- Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)
- akta.pro secondary industries
- Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO), Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)
Keywords
Where Lemonilo is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
Lemonilo business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Consumer Goods Product Sales: Lemonilo generates revenue through the sale of health-focused consumer goods including instant noodles, snacks (Brownies Crispy, Chimi sweet potato chips), and cooking ingredients (Gorme). Products are sold through e-commerce marketplaces, offline retail, and direct international shipping.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Retail and e-commerce product pricing |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels9 records
Lemonilo product offering
Product offeringCore offering
Lemonilo manufactures and sells a portfolio of healthier Indonesian packaged food products, including instant noodles (Mi Instan), sweet potato chips (Chimi), thin brownies (Brownies Crispy), and natural cooking stock (Gorme). All products are formulated without preservatives, MSG, or artificial colors and positioned as better-for-you alternatives to mainstream instant foods and snacks, sold through e-commerce marketplaces, offline retail, and international shipping.
Product overview
Lemonilo is an Indonesian health food startup and pioneer in consumer goods focused on healthier packaged foods. The company offers a portfolio of instant noodles and snacks marketed as healthier alternatives: Lemonilo Mi Instan (instant noodles) positioned as 'Honestly Delicious' without preservatives/MSG/artificial colors, baked not fried; Lemonilo Chimi (sweet potato chips) in various flavors; Lemonilo Brownies Crispy (thinner brownies); and Gorme (cooking seasoning/broth). Products are distributed through major Indonesian retail (Indomaret) and e-commerce channels (Tokopedia, Shopee, TikTok Shop), with international availability in the USA, Netherlands, Germany, Kuwait, Singapore, New Zealand, and other countries.
Differentiator
Problem solved
Functional benefit
Brands
- Brownies Crispy: Thin brownies with thick happiness - healthier snack option
- Chimi
- Lemonilo Mi Instan
- Gorme
- Lemonilo Instant Noodle
- Lemonilo Brownies Crispy
Products and services
- Lemonilo Mi Instan (Instant Noodles) Instant noodles marketed as "Jujur Enaknya" (Honestly Delicious), made without 3P (no preservatives, flavor enhancers, or artificial colors), baked not fried; sold domestically and exported internationally in multiple flavors including Mie Goreng/Stir-Fry, Curry, Spicy Fire, and Onion Chicken. Targeted at health-conscious Indonesian consumers seeking healthier instant food alternatives.
- Lemonilo Brownies Crispy Thin brownies with "thick happiness" - a healthier baked snack option available with Choco Chips or Cheese topping; sold domestically and exported internationally (35g net weight). Targeted at health-conscious Indonesian consumers and diaspora seeking a better-for-you snack alternative.
- Lemonilo Chimi (Sweet Potato Chips) Sweet potato chips marketed as "Bener Ubinya, Bener Enaknya" (Real Sweet Potato, Real Delicious), available in Roasted Corn, Spicy Corn, and Butter Caramel flavors; sold domestically and exported internationally. Targeted at health-conscious Indonesian consumers seeking a better-for-you fried snack alternative.
- Gorme (Healthy Cooking Stock/Seasoning) Healthy cooking stock/seasoning (bumbu masak) marketed as "Beneran Kaldu, Beneran Enak" (Real Stock, Real Delicious), inspired by natural ingredients to enhance home cooking without preservatives, MSG, or artificial colors. Targeted at Indonesian home cooks seeking natural cooking ingredients.
Quantifiable outcome
- 98% buyer satisfaction rate across marketplace channels
- +2 more outcomes
Companies that use Lemonilo
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles1 record
Lemonilo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Lemonilo partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and flagship.
- TokopediacoreLemonilo products are sold through Tokopedia marketplace with a 4.9 rating and 98% buyer satisfaction. Tokopedia is one of Indonesia's largest e-commerce platforms.
- ShopeecoreLemonilo products are sold through Shopee marketplace with 4.9 rating from 150K+ customers and 98% buyer satisfaction. Shopee is a major Southeast Asian e-commerce platform.
- TikTok ShopcoreLemonilo products are sold through TikTok Shop with 4.4 rating from 430K+ customers and 98% buyer satisfaction. TikTok Shop is a rapidly growing social commerce platform in Indonesia.
- Nikita WillyflagshipNikita Willy serves as Lemonilo's brand ambassador, featuring in the 'Family Happy Day' event promoting the spirit of happy mom, happy family, and supporting mothers' mental health and family wellbeing.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Lemonilo competitors and assessment
Company assessmentBroad incumbents
- Indofood Sukses Makmur (Indomie): Indonesia's dominant instant noodle manufacturer (Indomie brand) and largest packaged food company. Competes with Lemonilo Mi Instan in the same instant noodle category but at vastly larger scale and lower price points.
- HNI (Health & Nutrition International) / Tianshi: Indonesia-focused health products and supplements company with multi-level marketing distribution. Overlaps with Lemonilo in targeting health-conscious Indonesian consumers with packaged wellness products.
- Kalbe Nutritionals (Kalbe Farma): Indonesia's largest pharmaceutical and nutrition company (parent of brands like Fitbar, Morinaga). Competes with Lemonilo in healthier packaged foods and snacks, with much broader category reach.
- Nissin Foods: Global instant noodle leader with strong Indonesian presence through its subsidiaries. Competes with Lemonilo Mi Instan in instant noodles and shares the convenience-meal consumer segment.
Direct peers
- Klik Nutrition: Indonesian health-focused CPG brand selling healthier snacks and beverages through e-commerce. Directly comparable to Lemonilo in terms of target market, distribution channels (online-first), and better-for-you positioning.
- Wowmoms: Indonesian healthy food brand focused on baby snacks, puffs, and family healthier packaged foods. Highly comparable to Lemonilo in target market (Indonesian mothers/families) and better-for-you positioning.
- Mamaearth (Honasa Consumer): India-based better-for-you consumer brand initially focused on toxin-free baby and personal care, now expanding into healthier foods. Highly analogous business model: digital-first distribution, natural-ingredient positioning, and aggressive marketplace presence.
- Tao Kae Noi: Asia-based seaweed snack brand (Thailand-origin) sold internationally. Comparable to Lemonilo Chimi as a healthier Asian snack positioned for global Asian diaspora markets with strong e-commerce presence.
Emerging players
- Sanniu / Three Squirrels: Chinese online-first snack brand with a healthier-leaning assortment, primarily operating on Chinese e-commerce platforms. Relevant comparable for Lemonilo's online-channel concentration and snack product mix.
- iFIT (Indonesia Far East Trading): Indonesian health food and beverage distributor and brand operator with healthier snack and beverage offerings. Comparable to Lemonilo in Indonesian market positioning for health-conscious consumers.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Lemonilo social profiles
Digital presenceLemonilo compliance and trust
Trust signalCompliance2 records
Lemonilo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lemonilo leadership team
Management profileNumber of profiles
Profiles3 records
Lemonilo funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lemonilo M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lemonilo
What does Lemonilo do?
Lemonilo manufactures and sells a portfolio of healthier Indonesian packaged food products, including instant noodles (Mi Instan), sweet potato chips (Chimi), thin brownies (Brownies Crispy), and natural cooking stock (Gorme). All products are formulated without preservatives, MSG, or artificial colors and positioned as better-for-you alternatives to mainstream instant foods and snacks, sold through e-commerce marketplaces, offline retail, and international shipping.
Is Lemonilo a public or private company?
Lemonilo is a private company. It is classified as venture growth investor backed and is currently operating.
When was Lemonilo founded?
Lemonilo was founded in 2015. It employs 251 to 500 people.
Where is Lemonilo based?
Lemonilo is headquartered in Jakarta, Indonesia, in the Asia region.
How does Lemonilo make money?
One revenue line is on record: consumer Goods Product Sales.
Who are Lemonilo's main competitors?
Broad incumbents on record are Indofood Sukses Makmur (Indomie), HNI (Health & Nutrition International) / Tianshi, Kalbe Nutritionals (Kalbe Farma) and Nissin Foods. Direct peers are Klik Nutrition, Wowmoms, Mamaearth (Honasa Consumer) and Tao Kae Noi. Emerging players are Sanniu / Three Squirrels and iFIT (Indonesia Far East Trading).
Does Lemonilo have an API?
No public API is recorded for Lemonilo.
What industry is Lemonilo in?
Lemonilo's product category is Healthy Packaged Foods. Its primary akta.pro industry code is CRADABAM, Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified), with a secondary code of AFAKAIAO, Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional). Its NAICS code is 311 and its SIC code is 2090.