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FRENCH bakery PAUL announced its first local partnership in Indonesia with Sido Muncul, namely Tolak Angin which brings together the rich heritage of both brands, presenting a unique blend of French culinary excellence and traditional Indonesian flavours.
The culmination of this collaboration was the launch of the Honey Mint Croissant, the first Tolak Angin Croissant in Indonesia. This creation combines PAUL’s iconic French croissants with the traditional Indonesian herbal concoction, Tolak Angin, creating a unique pastry that captures the essence of both cultures.
Apart from the innovative Honey Mint Croissant, PAUL also presents other menus made with Sido Muncul products such as Orange Juice Turmeric Asam which is mixed with turmeric sourced from Sido Muncul, giving a refreshing twist to the classic drink. Additionally, the Vegan Ginger Banana Cake uses ginger powder from Sido Muncul, offering a delicious dessert.
“PAUL is very pleased to be starting this journey with Sido Muncul. This collaboration not only marks an important partnership for PAUL, but also allows us to expand our appreciation of Indonesia’s cultural heritage through the combination of our iconic Croissant with Tolak Angin,” said Head of Marketing PAUL Stephanie Michelle Hendrawan, through a press statement received, Tuesday (01/09), 2024.
Meanwhile Sido Muncul Vice Director, Maria Reviani said the partnership with PAUL was an exciting venture to enter previously uncharted culinary territory, bringing together the best of both worlds.
“Sido Muncul, with its deep roots in traditional Indonesian medicine, is thrilled to be able to incorporate high-quality ingredients into PAUL’s famous French pastries. This collaboration is a testament to our commitment to innovation and our dedication to providing a unique and meaningful experience for our consumers,” she said.
PAUL’s collaboration with Sido Muncul is not just a culinary combination, but also a strategic partnership that goes beyond just the kitchen. The decision to collaborate is further enriched by the fact that PAUL’s first independent restaurant in Indonesia has found a place within the House of Jamu building, owned by Sido Muncul.
Honey Mint Croissants, Orange Juice Kunyit Asam and Vegan Ginger Banana Cake are available at all PAUL locations throughout Indonesia, inviting customers to enjoy a delightful blend of French sophistication and Indonesian heritage. [sources/photo special]
