Amanda Brownies

What Amanda Brownies does

Amanda Brownies is an Indonesian bakery and confectionery company headquartered in Bandung, West Java, operating a privately held, for-profit business focused on traditional Indonesian baked goods. The company produces approximately 49 products spanning six categories: steamed brownies (brownies kukus) with multiple flavor variants including tiramisu, orange cheese, banana cheese, marble variants and the signature Lapis Amanda; traditional cookies (Putri Salju, Kastengel, Crispy Cheese, Nastar, Sagu Keju); pastries (cheese sticks, beef and chicken pastries, pisang bolen); bolu/sponge cakes featuring local ingredients like sweet potato, taro, and black sticky rice; signature items including ganache and layered cakes; and slice-format lapis legit and rollcakes. Products emphasize selected ingredients, balanced texture, rich taste, and professional presentation, with shelf lives ranging from 4-7 days for fresh items to 8 months for crispy cookies.

The company generates revenue through direct product sales to individual Indonesian consumers via two primary distribution channels: an owned e-commerce storefront at amandabrownies.co.id with customer account functionality, and physical retail stores located throughout Indonesia with a store locator on the website. A dedicated events platform at events.amandabrownies.co.id supports event-based promotions. Sales appear to be one-time transactional purchases with no subscription component. Pricing is not publicly disclosed on the website; customers must register or contact the company directly.

Amanda Brownies serves individual consumers across Indonesia for personal consumption, celebrations, and gifting occasions (including corporate gifting). The company employs 101-250 staff and operates from a headquarters and primary production facility at Jl. Rancabolang No. 29 in Bandung. There is no disclosed parent company, no external funding, no subsidiaries, no partnerships, no AI or proprietary technology stack, and no management team information publicly available. The business model is fundamentally traditional Indonesian baking, distributed through both digital and physical retail within a single domestic market.

Name

Amanda Brownies

Legal name

Amanda Brownies

Website

https://amandabrownies.co.id

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Amanda Brownies is an Indonesian bakery and confectionery company based in Bandung, producing approximately 49 traditional baked goods across brownies, cookies, pastries, bolu, and signature cakes for individual consumers across Indonesia via e-commerce and physical retail stores.

Ownership category

akta.pro rank

Product category

Bakery and Confectionery

NAICS

Retail Bakeries (311811), Baked Goods Retailers (445291)

SIC

Bakery Products (2050), Cookies & Crackers (2052)

akta.pro primary industry

Cookie & Brownie Shops (THAFAGAF)

akta.pro secondary industries

Cake Shops & Custom Celebration Cakes (THAFAFAC), Bread & Pastry Specialty Stores (CRAHAGAC)

Keywords

• Indonesian bakery products
• Steamed brownies
• Traditional pastries cookies
• Lapis legit cakes
• Bolu sponge cakes

Headquarters

HQ city

Bandung

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales: Amanda Brownies generates revenue through direct sales of baked goods and confectionery products to consumers via their e-commerce website and physical store locations. Products include steamed brownies, cookies, pastries, bolu (sponge cakes), lapis legit, and signature items. Sales appear to be one-time transactional purchases with no subscription component.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Amanda Brownies manufactures and sells Indonesian baked goods and confectionery products — including steamed brownies (brownies kukus) in multiple flavor variants, baked and dry brownies, traditional cookies, savory pastries, bolu (sponge) cakes, signature layered cakes such as Lapis Amanda and Lapis Legit, and individual slice products — directly to consumers through its own e-commerce site and a network of physical retail stores across Indonesia, with the Bandung facility serving as headquarters and primary production site.

Product overview

Amanda Brownies is an Indonesian bakery and confectionery company based in Bandung, Jawa Barat, offering a diverse portfolio of baked goods and pastries. The product lineup consists of multiple categories: Brownies (including steamed brownies/kukus in various flavors like Tiramisu, Orange Cheese, Banana Cheese, Original, and marble variants, as well as baked brownies and dry brownies), Cookies (including Putri Salju, Kastengel, Crispy Cheese, Nastar, and Sagu Keju), Pastry (including Cheese Stick, Sweet Stick, Cheese Roll, Chicken Pastry, Beef Pastry, and Pisang Bolen variants), Bolu/Cakes (including Kunanti series with various flavors like Ubi Keju, Cokelat Vanilla, Pisang Cokelat, Pisang Keju, Pisang Vanilla, Talas Cokelat, Talas Keju, Lapis Talas, Ketan Vanilla, Ketan Keju, and Bolu Pandan), Signature items (Lapis Amanda, Ganache Choco, Signature Chocolate, and Signature Cheese), and Slice products (Lapis Legit Original, Spikoe Lapis Legit Vanilla/Milo/Pandan, and Rollcake Blueberry). The company emphasizes selected ingredients, balanced texture, rich taste, and attractive presentation across its approximately 49 products.

Differentiator

Problem solved

Functional benefit

Products and services

• Brownies (Steamed, Baked, and Dry) Amanda Brownies' signature brownie line, headlined by steamed brownies (brownies kukus) in flavors including Tiramisu, Original, Orange Cheese, Banana Cheese, Vanilla Marble, Tiramisu Marble, Pink Marble, Cappuccino Marble, Choco Marble, Sarikaya Pandan, Lemon Cheese, Green Tea, Blueberry, Strawberry, and Cheese Cream, plus baked Brownies Bakar and dry/crispy Brownies Kering. Targeted at individual consumers seeking traditional Indonesian chocolate-flavored baked goods for everyday consumption, celebrations, and gifting.
• Cookies (Traditional Indonesian) Traditional Indonesian cookies including Putri Salju (snow queen), Kastengel (cheese cookies), Crispy Cheese, Nastar (pineapple jam cookies), and Sagu Keju. For individual consumers buying cookies for gifting hampers, celebrations, and everyday snacking, with relatively long shelf life suited to shipping and gift packs.
• Pastry (Savory and Sweet) Savory and sweet pastries including Cheese Stick, Sweet Stick, Cheese Roll, Chicken Pastry, Beef Pastry, Pisang Bolen Keju, and Pisang Bolen Cokelat. Aimed at individual consumers and gift buyers looking for Indonesian savory snack-style pastries with butter and cheese flavors.
• Bolu / Sponge Cakes (Kunanti Series and Pandan) Bolu sponge cakes including the Kunanti series in flavors such as Ubi Keju, Cokelat Vanilla, Pisang Cokelat, Pisang Keju, Pisang Vanilla, Talas Cokelat, Talas Keju, Lapis Talas, Ketan Vanilla, and Ketan Keju, plus Bolu Pandan. Targeted at individual consumers purchasing traditional Indonesian sponge cakes for celebrations, family occasions, and gifting.
• Signature Cakes Amanda Brownies' signature premium cakes including Lapis Amanda, Ganache Choco, Signature Chocolate, and Signature Cheese. Positioned as the brand's hero products for individual consumers seeking premium chocolate and cheese cakes for gifting, celebrations, and special occasions.
• Slice Products (Lapis Legit and Spikoe) Pre-sliced traditional layered cakes including Lapis Legit Original, Spikoe Lapis Legit Vanilla, Spikoe Lapis Legit Milo, Spikoe Lapis Legit Pandan, and Rollcake Blueberry. Designed for individual consumers and gift buyers wanting portion-controlled slices of spekoek/lapis legit and rollcake.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves3 records

Expansion highlights4 records

Regional players

• CFC (Café & Cake Factory): Indonesia-based bakery café chain offering cakes and pastries in a dine-in and retail format, comparable to Amanda Brownies' cake/gifting offerings though with a stronger café seating focus.

Direct peers

• Bolu Susu Lembang: Bandung-based Indonesian specialty cake brand famous for milk sponge cakes (bolu susu), directly overlapping with Amanda Brownies' Bandung origin, bolu category, and tourist/oleh-oleh positioning.
• Holland Bakery: Largest Indonesian bakery chain with a similarly broad product portfolio of breads, cakes, cookies, pastries, and brownies sold through own retail stores across Indonesia. Closest large-scale direct competitor to Amanda Brownies.
• Paris Bakery Indonesia: Indonesia-based bakery chain selling breads, cakes, cookies, and pastries through multiple retail stores, comparable to Amanda Brownies in product breadth and store distribution model.
• Nyoklat: Indonesian chocolate-focused brand selling brownies, chocolate cakes, and chocolate snacks online and through retail. Direct competitor in the brownies/chocolate specialty category that drives Amanda Brownies' core demand.
• Prima Rasa: Long-standing Indonesian cookies and biscuits brand sold through retail and gifting channels. Comparable to Amanda Brownies' cookies and gift-pack categories.
• Kampoeng Roti: Indonesian bakery brand selling breads, pastries, and cakes across retail outlets and online. Overlaps with Amanda Brownies in product mix and D2C channels.

Broad incumbents

• BreadTalk Indonesia: International bakery chain operating retail storefronts across Indonesia selling breads, buns, cakes, and pastries. Overlaps with Amanda Brownies in product categories and D2C retail store distribution, but at a wider portfolio scale.
• Tous Les Jours Indonesia: Korean-origin bakery café chain in Indonesia offering breads, cakes, and pastries through retail locations. Competes with Amanda Brownies for similar celebration/gifting occasions.
• Sari Roti (Nippon Indosari Corpindo): Indonesia's largest industrial bread manufacturer distributing mass-market packaged baked goods. Broader, mass-production incumbent relevant as a competitive benchmark for Amanda Brownies' scaled ambitions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/_amandabrownies
• Facebookfacebook.com/amandabrownies
• LinkedInlinkedin.com/company/cv-amanda-brownies

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amanda Brownies