If I have to name one of the most memorable easy breakfasts I used to have during my childhood, it would easily be Mi Goreng (the well-known instant noodle from Indomie). There have been lots of other brands and product developments since Indomie entered the market in 1982, but I am surely not alone to tag the instant noodles as Indonesia’s unofficial official food.
Indomie is so popular, it is now available not only in Indonesia, but also in all five continents including countries such as Nigeria (a production factory was built there in 1995), USA, Australia, New Zealand and other Southeast Asian countries.
Indomie’s Mi Goreng from the Packet shot. Photo credit: Indomie
Indomie recently created a buzz when suddenly bloggers and some Indonesian celebrities began posting a photo of a pack of Chitato Mi Goreng earlier in January. Chitato is a popular potato chips product, launched by the same company that produces Indomie since 1990. Ask anyone on the streets of Jakarta about Chitato a few months ago and they would recall the more popular BBQ beef and Spicy Chicken flavours.
Netizens’ social media sharing amazingly sparks the buzz even further when the product finally hit the stores. Having known how friends in other countries adore Indomie too, especially in Singapore and Malaysia, the following sections will be about my first encounter with Chitato Mi Goreng. Oh, I surely feel au courant.
Hello, Chitato Mi Goreng!
Availability and Price
Indomaret, a nationwide chain minimart in Indonesia, is the only store selling the potato chips. The coveted product is now available in all major chains too. However, after three hopeless minimart trails and knowing that nothing could drive me away from my mission, I did find the elusive potato chips at an Indomaret and managed to grab the last two packets on the shelf. Only one size is available (55 grams) at the price of IDR 7,700 (about S$0.80). Other regular Chitato packet size is 68 grams, priced at IDR 10,100.
Purposely packed small-sized to keep you wanting more?
The Packet
I like the fact that the packet layout and colours match the Mi Goreng packet. After all, why should they reinvent the wheel? After opening the chips packet, I immediately got a whiff of the familiar Mi Goreng seasoning — a good sign that I am in for a habitual treat. The portion, however, was like every other Chitato packet. The mountain of chips only fills out about one third of the packet. I have some unanswered questions in life, and this is absolutely one of them. Why do chips companies always do such thing to me us?
Up for grabs at minimarts in Indonesia.
The Taste
I shook the packet to find the one perfectly unspoiled chip. After some very careful shots of the chip, finally the fabled snack landed on my mouth. Verdict? It was indeed the enjoyable Mi Goreng flavour I am accustomed with. Yet after 10 chips in under a minute (no, I was not feeling hungry at the time), this bag of chips surely tasted like a normal Chitato chips smeared with Mi Goreng seasoning.
Do I like it? Are you kidding? It’s my favourite Indomie in the form of chips; who would not like it?
Will everyone like it? Depends on your MSG tolerance. Are you willing to take in an ample amount of salt and MSG from a bag of chips and at the same time reminisce the Mi Goreng sensation?
Any surprise? After the next 10 chips, some would feel that it’s a tad too spicy. Mi Goreng seasoning does come with chili sauce after all, so be warned when having this Chitato if you cannot handle spicy food.
So there you go, my take on Chitato Mi Goreng. What’s next, Indomie? Chitato Mie Rebus Ayam Bawang (Noodle Soup with Chicken Onion flavour)? We will be on the lookout for that. But before that day comes, let’s all Instagram this, shall we?
