Taro

Unilever in the quest for an adventure

Taro snack has been in the market 1984. The snack has always been targeted at kids 6 to 12 years old of age and the Taro boy on the packing is close to the hearts of many Indonesians who grew up with him. 

Kids of the 6-12 age group are naturally curious, creative and imaginative. They are able to build fantastical worlds and create adventures out of whatever is available to them.

Like the kids, Taro Boy loves exploring places and seeking adventure with friends and somehow always manages to get them out of trouble with his wit.  

Taro Boy has now become synonymous with the brand and kids adventure and has been successfully evolved to become a beloved brand icon. 

Taro Boy in his adventures – what will the adventure be next?

Taro Boy has been in all sorts of adventures with his sidekick, a monkey named Pota. He has been to the dark side of Indonesian jungles and forest, facing beasts like white tiger and giant scorpions, helping his friend reunited with his twin brother, saving rare animals from illegal hunters. He has even travelled abroad to America and Italy! All these exciting adventures are always awaited by the kids and hence make them wonder.. What will the next Taro Boy’s adventure be?

Did you know

• The modern snacks market it very active. There is approximately an average of 100 new brands entering the modern snacks market each year

Innovations

• Taro is constantly pushing the boundaries of snack formats and flavours and has developed new flavours such as Taro Net Cheese burger & Curly Fries.
• Taro is always on the move to keep resonating with its consumers. In June 2008, Taro re-launches its whole range to be more progressive and more in line with today’s kids preference             

Key facts

• After 5 years with Unilever Indonesia, Taro has experienced a tremendous growth in volume and value and continue become the market leader in the modern snacks category.
• Taro Snacks won a Bronze award at the Packaging Consumer Branding Award in 2005 
• Due to high demand, Taro has expanded its production capability to Sumatra and now has 3 manufacturing sites: Gunung Putri – Bogor, Sidoarjo, and Medan