Tangerang. One of the hottest -- and spiciest -- business deals of the year unfolded recently, as Sambal Bakar Indonesia Group (SBIG), a fast-growing restaurant chain known for fiery Indonesian flavors, officially acquired popular packaged chili brand Eat Sambel.

The move marks a major step in SBIG’s push beyond restaurants and into fast-moving consumer goods (FMCG) and consumer packaged goods (CPG). More broadly, it reflects the group’s ambition to build a modern, integrated sambal ecosystem that can compete nationally -- and eventually globally.

“This acquisition isn’t just about business expansion. It’s part of our bigger vision to strengthen Indonesia’s sambal industry and take it to the next level,” SBIG Chief Executive Richard Theodore said at a press briefing in Tangerang, Banten, on Friday.

While the deal value was not disclosed, Eat Sambel’s strong financial performance made it an attractive target, according to SBIG’s Director of Marketing and Branding, Renaldo Akhira Ruslan.

“Eat Sambel recorded sales of Rp 110 billion ($6.6 million) last year, and this year’s performance is on a similar track. We acquired the company fully, including its assets, factory, office, and inventory,” Renaldo said.

The deal underscores how Indonesia’s love for chili isn’t just a culinary passion -- but increasingly, a serious business.

Founded in 2022, SBIG has expanded rapidly and now operates more than 30 outlets across Greater Jakarta, Bandung, Surabaya, Bali, and several other cities. Over the past three years, the company claims its business has grown by more than 2,000 percent, serving over 15 million customers and selling more than 150 million items centered on sambal and Indonesian comfort food.

SBIG sees Eat Sambel as a natural fit. The packaged sambal brand has built a strong digital presence, a loyal online customer base, and a modern positioning in Indonesia’s e-commerce-driven food market.

“By combining Eat Sambel’s digital strength with our restaurant network, we aim to reinforce the supply chain, accelerate product innovation, and expand nationwide,” Renaldo said.

SBIG has laid out a phased integration plan. In the short term, through the first quarter of 2026, the focus will be on team integration, supply chain alignment, quality standardization, and brand vision alignment. The second quarter will bring a soft rebranding -- without changing Eat Sambel’s core identity -- along with new product launches. By the third quarter, the group plans aggressive expansion into modern retail and general trade channels.

The acquisition is expected to significantly boost SBIG’s FMCG contribution. Currently, packaged goods account for less than 10 percent of revenue. The group aims to double that share within one to two years and push FMCG to more than 50 percent of total revenue over the next five to ten years.

Eat Sambel, which began as a home-based kitchen, has grown into one of Indonesia’s best-known e-commerce sambal brands, selling more than 26 million bottles nationwide and earning multiple marketplace awards.

“Joining SBIG gives us far more room to grow -- from wider distribution to more innovative sambal variants,” said Eat Sambel co-founder Yansen Gunawan. “This is a new chapter for us.”

Under the new structure, Eat Sambel will operate as a sub-brand within SBIG, retaining its distinct identity. The two companies will also integrate warehousing, distribution, and logistics to improve efficiency.

“Sambal is in our DNA,” said SBIG Director of Corporate Communication and Relations Benjamin Surya. “By combining restaurants and packaged products, we want sambal to be a staple -- whether people are eating out or enjoying meals at home.”

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