Serelia is a business founded on a sense of empathy, and our unique legacy still shapes the way we do business today.
The Pioneer Year
Our history begins in 2014 with the idea of making a purposed cereal product. Deep empathy of many Indonesians suffering diabetes mellitus drove our founders to make cereals. Cereals made of arrowroot has a very low glycemic index, 14. It helped many Indonesians do a carbs diet and prolong satiety to reduce the sugar absorption in blood. Initially, the cereals production only had a capacity of 3 kg a day or equivalent to 30 boxes of 300 gr packaging in 2014. But, the production capacity continued to increase by 20% – 30% monthly and could penetrate the market with sales 100 boxes monthly in the first six months.
Highlights
2015
2015
Product brand “Oriflakes” came out after deciding to make arrowroot – root of Maranta Arundinacea plant – as main local raw material for cereal products. It was a realization of founders’ idea to make an original products made of local natural raw materials. The word “Oriflakes” stands for “original flakes.” So, Oriflakes is a flakes whose raw materials made of original natural materials and be beneficial for health.
2015 - 2017
2015 - 2017
Responding to the growth of market demand, founders decided to legalize deed of company with name “CV. Serelia Prima Nutrisia” and dreams to make a healthy food products which are beneficial to societies.
Through innovation, Oriflakes R&D Department had done more than 200 times development on cereal products and produced many new variants on cereal products. It allowed Serelia expand to some new market segments, namely gastric acid, healthy diet, healthy nutritional intake for kid and breastfeeding mother.
2018 - 2019
2018 - 2019
2018 was the first year when Serelia could sell oriflakes products more than 5 K boxes monthly for all products and flavor variants. Serelia did the second scale up in 2019 to expand our offline market that we had implemented previously in 2017 with market penetration strategy for the lower-middle classes. We hope Oriflakes products can reach our consumers in person and be beneficial for the health of all Indonesian people, without exception.