The Great Noodle Revolution

With comfort food back in vogue, noodles could be heading towards a tipping point. A fresh wave of innovation is striking out against rice and pasta, writes Andrew Wardlaw, MMR Chief Ideas Officer, and Charles Banks, Founder, thefoodpeople.

In these times, a bowl of chicken flavoured noodles works wonders for the soul.

Sales of noodles are accelerating. In the U.K, sales broke through the £50m barrier last year, and global forecasts expect 6% annual growth to 2027. However, sales of noodles are dwarfed when compared to rice and pasta. In the U.K, these categories bring in £530m and £283m respectively.

It’s time that noodles got past their second rate reputation and appealed to those seeking culinary adventures with comfort.

Locked potential

Category report: 'Has potential. Must try harder’.

Noodles could do so much better. For a start, unlike rice and pasta, there is no obvious noodles category in most western supermarkets. Instead, it plays a ‘bit part’ in ‘Tastes of the Orient’, with a few scattered appearances in haphazard locations that are far too easy to miss – most likely with obscure imported fare that has little relevance to the average shopper.

Second. As much as we all love a cheeky Pot Noodle, Unilever’s dirty secret has perpetuated noodles image as cheap, convenient fodder. The words ‘culinary’ and ‘noodles’ rarely appear on the same page.

Third. Brands like Mama and Nissin might scream authenticity, but they do little to engage shoppers who are unable to decode Japanese on the spot.

New beginnings

Thankfully, the unlocking has begun, with bright sparks bringing fresh innovation, in and out of home.

Charles Banks, founder of thefoodpeople and creators of Trendhub, which scans the world for the latest and greatest thinks so too. “Throughout 2020, and into 2021, there has been a rise in noodle innovation around the globe, driving health appeal and easing guilt. Some restaurants in the far east are beginning to serve proteins like Salmon, in a noodle format, creating entirely new mouth sensations. We expect a further escalation of formats and flavours in the months to come.”

So, with the power of Trendhub, from thefoodpeople, and yours truly at MMR, here is a roundup of what’s hot.

Future Noodles (Global)

Billed as ‘nutritionally complete’, Future Noodles offer a range of wholly plant based noodles pots that evolve the one pot format. Their creator Carl says, “I've spent a lifetime in professional kitchens. After long shifts I became obsessed with instant noodles, but I always knew they weren't good for me - so I set out to create noodles that are as healthy as they are tasty.” Each pot contains a vitamin sachet that is added to the noodles as they are steeped in boiling water. Food writer Jay Rayner said that “they won’t make you hate yourself.”

“Despite a call for a return to the office, we anticipate high levels of consumption of snacks and lunch options at home. Brands like Future Noodles offer a perfect solution that’s filling, nutritionally balanced, plant based and delivered direct to consumer - with a big flavour hit” says Charles. https://futurenoodles.com/

Itsu Vegan Protein Noodles (U.K)

Asian-inspired food brand Itsu has launched a range of vegan noodle pots, Super Sesame, Crackin’ Curry and Mega Miso. With names like these, expectations will be high.

All products contain soybean noodles and a vegan miso broth, are free from artificial colours, preservatives, flavours and added MSG, offer 20g of plant protein, and are low in calories.

Charles believes that this is further evidence that the category is trying to ramp up its health credentials, even driving appeal against a specific health need, such as high protein. “These products fit with occasions such as power lunches and post workout boosts” he adds. https://www.itsu.com/grocery/

Sun Noodle (U.S)

Sun Noodle has been making freshly made ramen and Asian noodle products in the US since 1981. It produces more than 600 types of fresh noodles! In 2020, the company launched an online store and now ships across the U.S.A. Its ramen kits include two servings of noodles and soup bases, which come in three flavors: shoyu, miso and spicy sesame.

“I’ve long felt there was an opportunity to bring an authentic, premium, direct to consumer proposition to market in the noodle space, in the same way that pasta evangelists have done in pasta”, says Charles.  “Sun Noodle offers an authentic and engaging story as part of the emotional connection . This type of proposition works for that ‘restaurant quality at home’ occasion.” https://sunnoodle.com/

Posh Noodles, by BOL (U.K)

The company that began life as Innocent Veg Pots is cooking on gas. A burst of functional innovation includes an attack on the noodle front. The company claims that Posh Noodles deliver at least 1 of your 5-a-day - with not a dried out vegetable in sight!

Charles believes that these products are the perfect for the on the go 'noodler', whether between Zoom meetings at home, or out and about. And like so much innovation these days, they’re completely plant based. https://bolfoods.com/

Symington’s Naked (U.K)

With many brands moving into pots, Symington’s is extending its noodle offer beyond pots and into pouches, with a range of 5 minute products including Chicken Yakisoba and BBQ Beef. In 2020, the brand celebrated the sensory experience of noodles with a campaign named ‘Slurp Loud & Proud.’

Charles says this concept plays very much into the quick at home occasion with more adventurous flavours that require a little more interaction by the use of the hob - but still delivered in 5 minutes. https://symingtons.com/

Asia trends

Looking East, where it all began, Trendhub has detected an increase in what Charles calls ‘Ramen Hacks.’ “Like so many other food formats – eggs, feta and wraps, instant noodles have been in social spotlight with a plethora of instant Ramen Hacks including the Noodles Lasagne, instant ramen carbonara (with Kewpie Mayo), ramen burger, ramen taco and even ramen s’mores!”

In Japan, where noodles are often associated, consumers are embracing healthy eating options and are looking beyond traditional dining choices to culinary adventure in an era when cross-border travel is almost impossible.

As well as the growth in noodle innovation, Japanese cuisine is front and centre in the culinary psyche with katsu sandos, soufflé pancakes, milk bread sandwiches, Japanese whiskeys as well as bagged snacks and seasonings such as sashimi togarashi.

Trendhub is also reporting growth in the popularity of Thai noodles such as drunken noodles, langman noodles from the Uyghur region of China as well as central Asia. Like pasta there are a plethora cultural and regional nuances to be discovered and popularised under the broad heading of noodles.

 Noodles moment

The Great Noodle Revolution has started, with an emphasis on food values, new taste experiences and even health benefits.

In our view, texture must stand across the sensory experience. At best, the soft and silky mouthfeel of noodles can work wonders against the stressors of modern life. And in this assessment, not all brands are getting it right!

In this post corona moment, it’s noodles time to shine. New products are coming through thick and fast. Retail support is increasing. But we need to give it another push if we are to truly seize the moment.  

If you’re looking to fast-track trends, MMR x thefoodpeople work together to help brands identify new growth streams more quickly. It’s a powerful collaboration that supports your innovation journey, from ideation to elevating the sensory experience. Share your challenge and let’s see what we can do together.