There are inconsistencies among publicly available sources regarding the exact corporate entity behind the brand. LinkedIn identifies PT Kristal Alam Semesta (Crystal of The Sea), founded in 2020 and headquartered in Surabaya, while certain industry and campaign sources have referred to Crystal of The Sea as part of PT Urchindize Indonesia.

Crystal of The Sea emerged as an Indonesian food brand with a strong emphasis on marine-based nutrition. Its original identity was closely associated with food powders and seasoning products made from seafood, positioned as convenient methods for adding nutritional ingredients to everyday meals and complementary foods.

The company’s stated long-term purpose is to improve the quality of life of Indonesian families through nutrition derived from marine resources. The official brand story specifically mentions mothers, pregnant women, breastfeeding mothers, and children beginning MPASI as important beneficiaries.3

A public company profile lists the organization as having been established in 2020, with specializations including food powder, natural ingredients, food manufacturing, complementary feeding, cooking powder, and natural seasoning.4

Over time, the brand broadened its portfolio. Current FAQs categorize products into Food Powder, Dried Seafood, Snacks, Frozen Food, Broth, and Seasonal products.

The central idea behind Crystal of The Sea is that Indonesia’s abundant marine resources can be transformed into practical nutritional foods for modern families.

The company describes its mission as providing food that combines taste, nutrition, safety, and quality. According to its official brand story, its products are made from natural marine ingredients and undergo quality-control procedures throughout processing and sorting. The company also states that it uses AI/machine-learning technology as an additional layer of quality and safety control.

Its positioning can be summarized as: Marine nutrition made convenient for everyday family food.

Rather than presenting seafood solely as a conventional meal ingredient, Crystal of The Sea turns marine ingredients into formats such as powders, snacks, dried seafood, broth, and frozen foods.

Crystal of The Sea’s product range has developed considerably beyond its original seasoning and food-powder category.

Food Powder

Food Powder is one of the brand’s most recognizable categories. These products are designed to be added to food as a convenient source of nutrients and flavor.

The brand offers different seafood-based powders, including White Anchovy and Brown Anchovy. According to the company’s FAQ, White Anchovy is positioned around its high Omega-3 content, while Brown Anchovy is particularly associated with calcium.

This category has been especially connected with MPASI, making Crystal of The Sea recognizable within Indonesia’s baby-food and complementary-feeding market.

Dried Seafood

Crystal of The Sea also sells dried seafood products, including dried anchovies. The company’s FAQ states that its dried seafood can be prepared in different ways, including frying, cooking, or incorporating it into other dishes.

The brand emphasizes sorting and hygienic processing as part of its food-safety proposition.

Snacks

The company has expanded into seafood-based and family-oriented snacks. These products extend the brand beyond the MPASI niche and into everyday family consumption.

The brand’s FAQ identifies snacks as a separate product category and provides storage and consumption guidance for them.

Frozen Food

Frozen food represents another expansion of the brand’s portfolio. One example mentioned by the company is its tempeh-and-anchovy nugget, designed as a convenient family food product.

Broth Series

The Broth Series represents a newer stage in the brand’s product development.

A 2026 academic case study on Crystal of The Sea’s digital advertising describes the launch of Fish Broth in July 2025, followed by Chicken Broth in November 2025. Although the Fish Broth is not purely marine-based, the series represents an expansion of the brand’s nutritional-food proposition.

The Broth Series has subsequently become an important part of Crystal of The Sea’s marketing and product communication.

Crystal of The Sea originally developed a particularly strong association with mothers and young children, especially the complementary-feeding/MPASI market.

The company’s own description presents a broader target audience encompassing:

• Pregnant women
• Breastfeeding mothers
• Babies beginning MPASI
• Children
• Parents and families
• Adults and older consumers

The company explicitly states that its products are intended not only for MPASI but also for broader family consumption.

This gives Crystal of The Sea an unusual position between baby food, family nutrition, healthy food, and FMCG.

Nutrition is central to Crystal of The Sea’s brand identity. The company’s marketing highlights nutrients associated with seafood, including:

• Omega-3 / DHA
• Protein
• Calcium
• Vitamin B6
• Other naturally occurring nutrients from marine ingredients

The official website presents seafood as a source of nutrients that can contribute to children’s development and broader family nutrition.

It is important to distinguish these brand nutrition claims from independent medical conclusions: the nutritional composition and benefits vary by individual product, serving size, and ingredient.

Food safety is another major component of the brand’s identity. Crystal of The Sea states that its products undergo controlled processing and quality checks, and its website specifically identifies HACCP (Hazard Analysis and Critical Control Points) as part of its food-safety standards.

The company also describes additional sorting and inspection technology, including AI/machine-learning systems, as part of its quality-control approach.

The emphasis is particularly significant because the brand sells products intended for young children and families, where consumer concerns about cleanliness, contaminants, additives, and ingredient quality are especially important.

Crystal of The Sea’s branding is built around three interconnected ideas: The sea → nutrition → family.

The word “Crystal” communicates purity and value, while “Sea” directly connects the brand to its primary source of ingredients. The overall identity therefore allows the company to position marine products as something clean, nutritious, premium, and family-friendly.

The brand has also invested in contemporary children’s branding and packaging. In 2024, Crystal of The Sea collaborated with Pinkfong, the entertainment brand associated with Baby Shark, on children’s packaging. The collaboration was designed to combine Crystal of The Sea’s premium positioning with Pinkfong’s recognizable children’s characters.

This illustrates an important evolution in the brand: it is not marketed purely as a nutritional ingredient company, but increasingly as a consumer-facing family and children’s food brand.

Crystal of The Sea uses a combination of e-commerce, social media, educational content, influencer marketing, and digital advertising.

Its official website lists sales and media channels including Tokopedia, Lazada, Blibli, TikTok Shop, WhatsApp, Instagram, TikTok, and YouTube.

The company has also experimented with livestream commerce. A case study by Indonesian creative agency FULLSTOP describes its work with Crystal of The Sea on TikTok LIVE, including the use of OBS and demonstrations involving the brand’s production and seafood-sourcing story.

Influencer marketing has also been part of its strategy. An AtisfyReach case study reports that a 2024 Crystal of The Sea campaign used automated influencer selection and budget optimization, with the campaign achieving higher engagement efficiency according to the company’s reported campaign metrics.5

An especially distinctive feature of Crystal of The Sea’s communication is its emphasis on consumer education. Rather than simply presenting products as seasonings or snacks, the brand produces educational material about:

• Children’s nutrition
• Seafood nutrition
• MPASI
• Omega-3
• Protein
• Calcium
• Food preparation
• Food safety
• Appropriate product usage

Its website currently includes articles discussing subjects such as children’s nutrition, MPASI history, and anchovy-based seasoning.

This educational approach helps the company build an identity closer to a nutrition-oriented family brand rather than a conventional seasoning manufacturer.

Publicly available company information identifies Surabaya as Crystal of The Sea’s headquarters. LinkedIn lists additional locations in Jakarta and Jepara, while the brand’s official contact page provides a Jakarta address at Jl. Pangeran Jayakarta No. 68, Mangga Dua Selatan, Jakarta Pusat.

A 2025 publication from Universitas Negeri Surabaya also described Crystal of The Sea as a local Indonesian healthy-food brand and identified operations in Surabaya.6

Crystal of The Sea occupies a niche in Indonesia’s FMCG market because it sits at the intersection of several categories: Baby food + MPASI + healthy food + seafood + seasoning + family nutrition.

Its original differentiation came from transforming seafood ingredients into convenient food powders, allowing parents to incorporate marine-derived nutrients into children’s meals without preparing seafood from scratch.

Its subsequent expansion into snacks, dried seafood, frozen foods, and broth suggests a strategy of turning the Crystal of The Sea name into a broader family-food ecosystem rather than restricting it to MPASI products.

One notable brand collaboration was with Pinkfong. The 2024 collaboration involved adapting Pinkfong’s characters and visual language to Crystal of The Sea’s children’s packaging while retaining the latter’s premium brand identity.

The brand has also worked with digital marketing agencies on e-commerce advertising. One reported campaign shifted from direct website sales toward a Meta CPAS approach after the company identified consumer hesitation around purchasing directly through its website; the agency reported an 11× increase in ROAS during the campaign.

Crystal of The Sea is representative of a broader development in Indonesia’s food industry: the conversion of locally available marine resources into convenient, branded, value-added consumer products.

Instead of selling seafood solely as a raw ingredient, the company packages marine nutrition into products that fit contemporary lifestyles—particularly for parents who want convenient ways to incorporate nutritious ingredients into family meals.

Its strongest differentiation is therefore not simply “seafood,” but the combination of marine ingredients + nutrition + convenience + safety + family-oriented branding.

In summary, Crystal of The Sea is an Indonesian nutrition-focused FMCG brand built around the nutritional potential of marine ingredients. Founded around 2020 according to publicly available company information, the brand initially became associated with seafood-based food powders and MPASI before expanding into dried seafood, snacks, frozen foods, and broth.6

Its stated mission is to improve Indonesian family nutrition by making nutritious food derived from the sea easier, safer, and more convenient to consume. The brand particularly emphasizes children and mothers, while increasingly positioning itself as a food brand for the entire family.

In terms of brand positioning, Crystal of The Sea can be described as a premium Indonesian family-food brand that transforms marine resources into convenient nutritional products.

1. Our Journey – Crystal Of the Sea
2. Makanan Laut Sehat Untuk Keluarga – Crystal of the Sea
3. PT Kristal Alam Semesta (Crystal of The Sea
4. CRYSTAL OF THE SEA – AtisfyReach Resources
5. Arterie Studio — Creative Studio Jakarta | Branding & Merchandise Kits
6. Magang di Crystal of the Sea, Makhrus Tri Kresna Belajar Langsung Dunia Pemasaran di Industri Makanan Sehat