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Business trends

Indonesian instant noodles go upscale to revive appetites

Domestic producers rush to counter diversifying diets and rising imports

Premium instant noodles are taking up more shelf space at supermarkets like this one in Jakarta.

JAKARTA -- Indonesia downs over 12 billion servings of instant noodles annually -- the second most of any country -- but domestic producers are under pressure from imports and changing consumer tastes amid economic growth. Their solution? Extract more profit per packet by moving upmarket.

One after another, the country's noodle makers are releasing products that sell for two or even three times the prices of conventional ones.

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