Pt. Yupi Indo Jelly Gum Tbk

What Pt. Yupi Indo Jelly Gum Tbk does

Pt. Yupi Indo Jelly Gum Tbk is an Indonesian confectionery manufacturer that produces and distributes branded gummy candies to families and children through physical retail, major online marketplaces, and its own e-commerce storefront. Its product range centers on animal- and character-shaped 3D gummies across multiple sub-brands — including Yupi Wild Safari (lion, zebra, giraffe, elephant shapes with Vitamin C fortification), Yupi Minimonz 3D (mini dinosaur shapes), Yupi Little Star, and Yupi Surprise — packaged in small-portion pouches (e.g., 60-gram units at Rp 6,000) suited to impulse and parent-purchase occasions. All products carry the proprietary 'Sistem Jaminan Halal YUPI' halal certification, an important trust signal for the Indonesian consumer base.

The business model is a one-time-sale product model across three distribution layers: a direct-to-consumer online storefront (Yupiland Store), official marketplace presence on Tokopedia and Shopee, and general retail. The company complements physical sales with a branded digital ecosystem on Yupiland, including a blog of Indonesian folktales (cerita rakyat, dongeng), on-site games (Yupi Happy Gummy, Yupi Aquarium), a character library, newsletter subscription, and recurring community events and contests. This content layer is designed to extend parent-child engagement beyond the point of purchase and reinforce brand preference in a fragmented snack category.

In 2024, Affinity Equity Partners acquired the company for US$1.2 billion, making it part of a private equity-owned portfolio while the entity retains its public listing status on the Indonesia Stock Exchange (denoted by the 'Tbk' suffix). The acquisition was struck against a backdrop of a Southeast Asia snack market valued at approximately US$49 billion and growing at roughly 7.4% CAGR, with recent regional consumer deals reportedly clearing EBITDA multiples above 20x. The company has its registered presence in Bogor, Indonesia, and currently markets primarily to Indonesian consumers while positioning for broader Southeast Asia distribution.

Name

Pt. Yupi Indo Jelly Gum Tbk

Legal name

Pt. Yupi Indo Jelly Gum Tb

Website

https://yupiland.com

Company type

Public

Operating status

Operating

Short description

Pt. Yupi Indo Jelly Gum Tbk is an Indonesian confectionery manufacturer that produces halal-certified, Vitamin C-fortified gummy candies in animal and character shapes, selling to families and children through retail stores, major online marketplaces, and its own Yupiland e-commerce and content platform.

Ownership category

akta.pro rank

Product category

Confectionery

NAICS

Nonchocolate Confectionery Manufacturing (31134), Nonchocolate Confectionery Manufacturing (311340), Sugar and Confectionery Product Manufacturing (3113)

akta.pro primary industry

Chewing Gum & Mints (CRADABAC)

Keywords

• Gummy candy manufacturing
• Confectionery products
• Halal-certified snacks
• Children's confectionery
• Vitamin-enriched candy

Headquarters

HQ city

Bogor

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Gummy Candy Product Sales: Yupi generates revenue from the manufacture and sale of gummy candies in various product lines (Yupi Wild Safari, Yupi Minimonz 3D, Yupi Happy Gummy, Yupi Little Star) through direct retail, e-commerce marketplaces, and physical stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

PT Yupi Indo Jelly Gum Tbk manufactures and distributes gummy candies in various product lines (Yupi Wild Safari, Yupi Minimonz 3D, Yupi Happy Gummy, Yupi Little Star, Yupi Surprise) featuring animal and character shapes, fruit flavors, Vitamin C fortification, and halal certification. The company sells through its own e-commerce storefront (Yupiland Store), major Indonesian online marketplaces (Tokopedia, Shopee), and physical retail outlets, targeting families and children in Indonesia and Southeast Asia.

Product overview

Pt. Yupi Indo Jelly Gum Tbk is an Indonesian confectionery company specializing in gummy candies. The product portfolio includes Yupi Wild Safari (animal-shaped gummies with Vitamin C), Yupi Minimonz 3D (mini dinosaur character gummies), and Yupi Surprise (engagement/gaming products). These products are marketed primarily to children and families, featuring chewy textures, fruit flavors, and collectible character themes. The company operates the Yupiland digital platform (yupiland.com) which includes games, blog content with folktales, and e-commerce capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Yupi Wild Safari: Gummy candy featuring wild safari animal shapes including lion, zebra, giraffe, and elephant, with Vitamin C and fruity taste.
• Yupi Minimonz 3D
• Yupi Little Star

Products and services

• Yupi Wild Safari

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Expansion highlights5 records

Direct peers

• Fini: Brazilian/European gummy and chewy candy specialist with a strong presence in international markets. Competes directly with Yupi in fruit-flavored, character-shaped gummy candies sold through mass-market retail and online channels.
• Haribo: The global leader in gummy candy (Gold-Bears, etc.) and Yupi's most direct category competitor. Both compete in fruit-flavored, animal-shaped gummy/jelly confections marketed to children and families through similar retail channels.
• Perfetti Van Melle: Italian-Dutch confectioner producing gummy and chewy candies (Mentos, Chupa Chups, Fruittella) targeting similar child/family demographics. Operates globally including Southeast Asia, making it a direct peer in the same product category.
• Albanese Candy: US-based gummy candy manufacturer specializing in premium gummies, including 12-flavor sours and character-shaped products. Comparable to Yupi as a category-specialist brand with strong consumer recognition in the gummy subsegment.
• Jelly Belly: US premium jelly bean and gummy candy maker with strong brand recognition. Comparable to Yupi as a non-chocolate confectionery specialist targeting families and children with character-driven, fruit-flavored products.
• Trolli: Sour gummy worm and novelty gummy candy brand owned by Ferrara Candy Company. Directly comparable to Yupi in targeting children with playful, character-shaped gummy formats and similar mass-market distribution.

Broad incumbents

• Lotte Confectionery: Korean confectionery major with significant SEA presence (Lotte Xylitol, gummy candies). Comparable to Yupi as an Asian incumbent expanding into regional halal-friendly confectionery markets with similar product formats.
• Mondelez International: Global snacking conglomerate with confectionery brands (Cadbury, Sour Patch Kids, Trident). Overlaps with Yupi in gummy/soft candy categories (via Sour Patch Kids) and competes for the same Indonesian retail shelf space.
• Mars Wrigley: Global confectionery giant (Skittles, Starburst, M&M's) operating broadly across the candy category. While not exclusively gummy-focused, it competes with Yupi in chewy/fruit-flavored confectionery segments and has deep SEA distribution.

Regional players

• Mayora Indah: Leading Indonesian confectionery and snack conglomerate (Kopiko, Beng Beng, Tamtam). Directly comparable to Yupi as a domestic Indonesian competitor in the mass-market confectionery category, sharing similar retail channels and consumer demographics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/yupiers
• YouTubeyoutube.com/user/yupigummyTV
• Facebookfacebook.com/yupigummycandies
• Instagraminstagram.com/yupi.gummy
• TikToktiktok.com/@yupigummycandies

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 Pt. Yupi Indo Jelly Gum Tbk