BRAND'S

What BRAND'S does

BRAND'S is a privately held health supplement brand, founded in 1835 and currently operated as a subsidiary of Singapore-based Suntory Beverage & Food Asia Pte Ltd. Its commercial operations center on the Indonesian market through the brand's local website (brandsworld.co.id), positioning BRAND'S as a heritage-driven, mass-market functional food brand rather than a digital-native or technology-led business.

The portfolio consists of four SKUs across two product lines. The core line is Saripati Ayam (chicken essence), offered in Original form and in two functional variants infused with Cordyceps (positioned for respiratory and immune support) and American Ginseng (positioned for general vitality). The second line is BRAND'S Bird's Nest with Gula Batu, an edible swiftlet nest product formulated for daily consumption. The proprietary technical foundation is a double-boiled extraction process under controlled temperature and pressure that breaks chicken protein into "Bio Amino Peptida" — pre-digested peptides and amino acids marketed as enabling superior absorption while delivering a fat-free, cholesterol-free finished product. The line is HALAL-certified by Majelis Ulama Indonesia and registered with BPOM RI, which are presented as core trust assets for the Indonesian Muslim-majority consumer base.

BRAND'S makes money primarily through one-time unit sales of bottled supplements (with repeat purchase driven by daily-consumption positioning and brand loyalty) distributed through nine official e-commerce storefronts on Indonesian marketplaces (Tokopedia, Shopee, Lazada, Blibli, JD.id, Bukalapak, Gogobli, Zalora, SehatQ) and physical retail. Marketing is content-led: the brand publishes health-education articles on immunity, nutrition, and wellness, supplemented by social media engagement and influencer activity, anchored on a 185-year heritage narrative. The target segment is a horizontal health-conscious Indonesian consumer (all ages, genders), and the value proposition rests on natural ingredients, regulatory compliance (HALAL/BPOM), clinical-support claims for immunity and cognition, and habitual daily use.

Name

BRAND'S

Legal name

Suntory Beverage & Food Asia Pte Ltd

Website

https://brandsworld.co.id

Company type

Private

Founded year

1835

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

BRAND'S is a heritage Indonesian health supplement brand (subsidiary of Suntory Beverage & Food Asia) selling Saripati Ayam (chicken essence) and Bird's Nest products via e-commerce marketplaces and retail to health-conscious individual consumers across Indonesia.

Ownership category

akta.pro rank

Product category

Health Supplements

NAICS

Poultry Processing (311615)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Poultry Slaughtering And Processing (2015)

akta.pro primary industry

Poultry Export & Specialty Certification Processing (Halal/Kosher, Organic, Antibiotic-Free, Traceability Programs) (AFANACAL)

Keywords

• Health supplements
• Chicken essence
• Bird's nest
• Dietary supplements
• Natural wellness

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Health Supplement Sales: BRAND'S generates revenue through the sale of its health supplement products, including Saripati Ayam (Original, with Cordyceps, and with Ginseng Amerika variants) and Bird's Nest. Products are sold through e-commerce marketplaces, retail stores, and pharmacies. The revenue model is primarily one-time purchase (bottles of supplements) with repeat purchase driven by consumer loyalty and daily consumption habits.

Go-to-market motion1 record

Distribution channels10 records

Marketing channels3 records

Core offering

BRAND'S produces and sells natural health supplements, primarily Saripati Ayam (chicken essence) and Bird's Nest products. The chicken essence line is extracted from quality chicken through a controlled double-boiled process that produces Bio Amino Peptida — pre-digested peptides and amino acids that are fat-free and cholesterol-free — offered in Original, Cordyceps, and American Ginseng variants. The Bird's Nest line is made with authentic edible swiftlet nest and rock sugar for daily consumption. All products are HALAL-certified by MUI and registered with BPOM RI, and are sold to Indonesian consumers through e-commerce marketplaces and physical retail.

Product overview

BRAND'S is a health supplement company offering a portfolio of products centered on Saripati Ayam (chicken essence) and Bird's Nest. The core product line includes BRAND'S Saripati Ayam Original (plain chicken essence), two enhanced variants with functional ingredients (Saripati Ayam dengan Cordyceps and Saripati Ayam dengan Ginseng Amerika), and BRAND'S Bird's Nest with Gula Batu. All products are positioned as natural food supplements that are halal certified and BPOM registered, designed for daily consumption to support immune health and body vitality.

Differentiator

Problem solved

Functional benefit

Brands

• BRAND'S Saripati Ayam: Chicken essence health supplement made from quality chicken, containing amino acids and easily digestible peptides, fat-free and cholesterol-free
• BRAND'S Saripati Ayam dengan Cordyceps
• BRAND'S Saripati Ayam dengan Ginseng Amerika
• BRAND'S Bird's Nest

Products and services

• BRAND'S Saripati Ayam Original

Quantifiable outcome

• Clinically proven to increase anti-virus T-cells that protect the body from virus infections
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• Suntory Beverage & Food Asia Pte LtdcoreOthersBRAND'S is owned and operated by Suntory Beverage & Food Asia Pte Ltd, a leading Japanese beverage and food company with operations across Asia. The parent company's infrastructure and brand portfolio support BRAND'S distribution, manufacturing standards, and market expansion in Indonesia and beyond.
• TokopediamajorChannel Partner/ Reseller/ DistributorBRAND'S operates an official store on Tokopedia, Indonesia's largest e-commerce marketplace, enabling nationwide access to BRAND'S products through this channel.
• Shopee IndonesiamajorChannel Partner/ Reseller/ DistributorBRAND'S operates an official store on Shopee, one of Indonesia's most popular e-commerce platforms, providing broad consumer reach for its supplement products.
• Lazada IndonesiamajorChannel Partner/ Reseller/ DistributorBRAND'S official store on Lazada enables product distribution across Lazada's e-commerce ecosystem in Indonesia.
• BlibliminorChannel Partner/ Reseller/ DistributorBRAND'S official store on Blibli, an Indonesian e-commerce platform under the Djarum Group.
• JD.idminorChannel Partner/ Reseller/ DistributorBRAND'S official store on JD.id, a major Indonesian e-commerce platform backed by JD.com.
• BukalapakminorChannel Partner/ Reseller/ DistributorBRAND'S official store on Bukalapak, a significant Indonesian e-commerce marketplace.
• GogobliminorChannel Partner/ Reseller/ DistributorBRAND'S official store on Gogobli, an Indonesian online marketplace.
• Zalora IndonesiaminorChannel Partner/ Reseller/ DistributorBRAND'S products are available on Zalora Indonesia, an e-commerce platform known for fashion and lifestyle products.
• SehatQminorChannel Partner/ Reseller/ DistributorBRAND'S official store on SehatQ, an Indonesian health-focused e-commerce marketplace.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Ayam Brand: Heritage Asian canned poultry and ready-to-eat brand with similar long-standing narrative and presence in Indonesia, overlapping consumer occasion (chicken-based products) with BRAND'S chicken essence line.
• Zhen Ji Bao (Princess Bird's Nest): Hong Kong-based heritage brand specializing in chicken essence and bird's nest health tonics — overlapping product portfolio with BRAND'S in both Saripati Ayam-style and bird's nest SKUs across Asian markets.
• Lanzhou Foci Pharmaceutical: Major Chinese producer of traditional health tonics including chicken essence and bird's nest products, comparable to BRAND'S in functional positioning and consumer segment targeting general wellness seekers.
• Zhen Hu (Yung Soon Fat): One of the most established chicken essence brands in Singapore and Southeast Asia, directly competing with BRAND'S in the same category with similar ready-to-drink essence formats and a long heritage narrative (founded 1949).

Emerging players

• Cheong Kwan Jang (Korea Ginseng Corporation): Premium ginseng-based health supplement brand with strong Asian distribution, directly comparable to BRAND'S Saripati Ayam dengan Ginseng Amerika variant and increasingly competing in the functional ingredient supplement segment.

Broad incumbents

• Djarum (PT Djarum) - consumer health/wellness: Major Indonesian conglomerate with health, wellness, and consumer brand ambitions (including Blibli e-commerce). While not a direct supplement competitor, comparable as a broad incumbent Indonesian consumer company with health-related adjacencies and large distribution infrastructure.
• Eu Yan Sang: Large regional traditional Chinese medicine and health tonic brand operating across Southeast Asia, with bird's nest and essence products overlapping BRAND'S portfolio and serving similar health-conscious consumers.
• Yomeishu Seizo: Japanese heritage health tonic brand (since 1904) with a multi-functional herbal liqueur positioned similarly to BRAND'S as a daily wellness beverage, sharing the 'tonic-drink' category positioning across Asia.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/brand-s-suntory

Compliance2 records

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 BRAND'S