ABOUT US

Oathentic Offers Natural Healthy Foods

A LITTLE STORY OF US

Founded as Moonies Snack in 2020 by Ivan Kurniawan, the original plan was simple create fried snacks like flavored macaroni and emping under the brand Moonbitz, backed by a PIRT license. But in 2022, everything changed when Ivan, for the first time in his life, was hit with uric acid and cholesterol issues. His doctor suggested diet changes, but it was his best friend who truly pushed him to give oats a shot a food Ivan could barely stand because, frankly, it just didn’t taste good.

What followed was a battle between health and taste. After a relentless journey, Ivan, along with Mpok Ima his right hand for over a decade since his previous snack business—finally crafted an oat recipe that not only satisfied his palate but helped lower his uric acid. By blending authentic Indonesian flavors with local ingredients, they found a solution that bridged health and taste. This personal victory led to something bigger: the birth of Oathentic.

From the very start, Ivan was joined by Elizabeth, a seasoned expert in business development and corporate management. As a co-founding partner, Elizabeth brought in the strategic vision to take Oathentic beyond the kitchen. Together with Victor, a long-time friend from the Moonbitz days who added his expertise in food retail and marketing, the team pushed Oathentic into premium markets like SESA and Kem Chicks, establishing its early presence.

While Oathentic has grown, our mission is clear: to challenge the dominance of Ultra Processed Foods (UPF) by offering minimally processed, health-conscious alternatives rooted in Indonesia’s rich culinary heritage. We are on a journey to become more than a brand—we aim to spark a lifestyle movement. Though we have yet to achieve this fully, we’re committed to leading the charge

VISI

To be the leading brand in Indonesia and beyond that reshapes the food landscape, providing healthier, non-UPF solutions that promote holistic well being. We aim to become the go-to choice for consumers who seek closer-to-nature products, enriched with the flavors and wisdom of Indonesian culture.

MISSION

  • To inspire a healthier lifestyle by providing minimally processed, nutrient-dense products that combine authentic Indonesian flavors with cutting-edge nutritional science.
  • To educate consumers on the dangers of UPFs and the benefits of natural, whole foods, creating a movement that celebrates local heritage and embraces wellness.
  • To innovate products that meet the needs of modern, health-conscious individuals while supporting local farmers and sustainable practices.

Oathentic offers natural, wholesome foods inspired by Indonesia’s rich culture. From muesli made with premium rolled oats and seeds to trail mixes and snacks crafted with quality plant-based ingredients, we’re here to help you stay healthy while enjoying delicious, real food.

Founders’ Letter


We’re Ivan and Elizabeth —a couplepreneur whose shared purpose led to creating Oathentic. With Ivan’s background in food innovation and Elizabeth’s expertise in finance and corporate development, we combine our passions to challenge Ultra-Processed Foods. Our journey began with a personal health scare that sparked a quest to make truly nourishing snacks without compromising taste. Today, we stand together with a growing team of dedicated experts who share our vision: to champion minimally processed, culturally inspired superfoods that elevate well-being and celebrate Indonesia’s rich culinary heritage.

THE STORY BEHIND OATHENTIC

Originally launched as Moonies Snack in 2020 with a simple plan—frying up macaroni and emping under the Moonbitz label—our trajectory shifted in 2022 when founder Ivan Kurniawan encountered a sudden health scare. (i.e: sky high cholesterol) Trying oats as a dietary fix, he and longtime collaborator Mpok Ima discovered a way to blend Indonesian flavors with locally sourced ingredients for a wholesome, great-tasting snack.

Co-founder Elizabeth joined early on, bringing her expertise in finance and corporate strategy, and with Victor’s marketing insight, Oathentic found its footing in premium markets like SESA and Kem Chicks.

Now, Oathentic stands as a bold alternative to the dominance of Ultra-Processed Foods (UPF). Proudly rooted in Indonesia’s rich culinary heritage, we’re on a mission to spark a healthier lifestyle movement with minimally processed, authentically flavored products. Although we have more ground to cover, our commitment to real change remains unshakable. Join us. #BeTheChange #BeOathentic

About the Business

Oathentic serves the Healthy Wholefoods / Snacks, Less-processed or non UPF Food Products sectors of the market. Oathentic is headquartered in our tiny home office at Jl KH A Dahlan 5A, East Jakarta we have our BPOM standardized Kitchen and Production Facility located in the same address

We distribute our products directly and through our distributors only at Premium and Health related outlets and Super- markets as well as directly through communities and local businesses that aligns with our values and mission such as but not limited to; Gyms, Yoga Studios, Cafes, Clinics and even Banks. We are currently in growing phase and rapidly expanding our markets to more regions especially Bali and East Java.