Jakarta-based dairy company Cimory launched a new wellness campaign this week wiht the three-day Cimory MOOve Fest 2026, held January 23-25 at Plaza Timur GBK.The festival aimed to promote healthier lifestyles following the holiday season, underscored by data from the World Health Association on the benefits of physical activity and reduced sugar intake. Cimory debuted new no-sugar-added milk and yogurt drink products at the event, alongside fitness workshops, celebrity appearances, and musical performances.
JAKARTA – Cimory launched a new wellness initiative this week, hosting the Cimory MOOve Fest 2026 from January 23–25 at Plaza Timur GBK in Jakarta. The festival centers around the “Join the Skip Sugar MOOvement” campaign, aiming to provide a fun and accessible path to healthier lifestyles post-holiday season.
The event is backed by World Health Organization (WHO) data demonstrating the positive impact of regular physical activity and reduced sugar intake on both energy levels and mood. As consumers increasingly seek ways to integrate wellness into their daily routines, Cimory MOOve Fest 2026 offers experiences built around three core pillars: Sport & Movement, Lifestyle & Enjoyment, and Beauty & Wellness. This reflects a broader trend of companies leveraging events to promote health-conscious product lines.
Cimory used the festival as a platform to debut two new products: Cimory Milk No Added Sugar, Indonesia’s first lactose-free and no-sugar-added milk, available in Matcha, Marie Biscuit, Chocolate, and Chocolate Almond flavors; and Cimory Yogurt Drink No Added Sugar, a low-fat, fiber- and calcium-rich yogurt drink in Strawberry Mango, Blueberry, Strawberry, and Tropical Fruit varieties.
“Often, resolutions for a healthier life fail because they’re perceived as restrictive,” said Andriani Wira Atmadja, Head of Category Milk at Cimory. “With Cimory MOOve Fest 2026, we want to prove that reducing sugar doesn’t mean reducing enjoyment.” Lidwina Tandy, Head of Category Yogurt at Cimory, echoed this sentiment, stating that the movement encourages consumers to take small steps towards a balanced lifestyle through delicious and nutritious products.
Kolaborasi Bintang dan Aktivitas Seru
The festival featured appearances from Nikita Willy, Cimory Yogurt’s new Brand Ambassador, alongside Laura Basuki, Cimory Milk’s Brand Ambassador. Both ambassadors engaged with attendees and shared insights on healthy living.
Attendees at the Sport & Movement zone could participate in trending fitness activities like Padel & Pound Fit, and Reformer Pilates & Wunda Chair. The zone also hosted sessions with prominent instructors and special guests including Keanu, Zar Lasahido, Phisiyoga, Juan Eve, Riyuka, and Rima Melati.
The Lifestyle & Enjoyment area offered entertainment with performances from popular Indonesian musicians Tulus, Afgan, and RAN.
