IndonesianTalk.com — Over 5,000 runners took part in the Amartha 10K Run at Gelora Bung Karno (GBK), but it was Hato that stole the spotlight at the finish line, (6/9/26).
Rather than setting up a traditional water stand, the Yogyakarta-based chicken processing brand energized athletes with an exclusive Protein Recovery Station featuring Hato Fillet, a nugget product containing 80% real chicken breast meat.
Rewriting the Rules on Nuggets
Through this initiative, Hato is positioning itself to challenge the long-standing perception of nuggets as a low-nutrition snack aimed primarily at children.
The brand argues that nuggets can instead serve as a serious, high-protein fuel source suited for active lifestyles.
As Indonesia’s pioneer in nuggets containing over 70% meat content, Hato pairs its low-sodium formulation with what it describes as an industry-first ziplock packaging designed to preserve product hygiene during storage.
Company’s Commitment to Quality Protein
According to Qatrinada, Director of PT Sera Food Indonesia, the brand’s presence at Amartha Run 2026 reflects the company’s commitment to providing high-quality protein that aligns with the active lifestyles of urban residents.
“We want to show that high-quality protein doesn’t have to be complicated. Just one bite, and then you’re back to your activities, that is the philosophy behind Hato Fillet,” said Qatrinada.
Hato’s presence at the event was also supported by Diva Maharani, the brand’s ambassador and Puteri Inovasi & Teknologi titleholder, who described the product as a significant step forward for Indonesia’s processed food industry.
Changing Runners’ Perceptions
Several participants admitted they had not previously realized that a nugget product could contain such a high proportion of meat. The experience of tasting Hato Fillet after completing their run became a memorable moment that shifted their perception of the product category.
“Hato is a game-changer for on-the-go protein. As a real chicken breast snack, it’s exactly what I need during those grueling final kilometers. It lifts my mood and energizes me to cross the finish line,” said half-marathon finisher Hammam.
Expanding Presence in the Sports and Health Sector
For Hato, participation in Amartha Run 2026 marks an early step toward connecting more closely with the active lifestyles of urban communities. Moving forward, the brand plans to expand its presence across various sports and health events as part of a broader effort to educate the public that quality protein can come from unexpected sources.
Hato Fillet and other Hato chicken products are currently available at various modern and conventional retail outlets throughout Indonesia, including Superindo, Hypermart, and Foodhall. Further information and updates on Hato can be found via Instagram @hato.id.
