No kettle needed: Japan’s cold-water cup noodles fly off the shelves
Nissin’s new product sold out in a week as social media buzz and severe summer heatwaves drive demand across the region
Nissin Foods, the company that invented instant noodles, appears to have created an entirely new category with a hit product: cup noodles made with cold water.
Initial supplies of the handy meal – available in Spicy Kimchi and Chicken Salt Lemon flavours – sold out a week after hitting store shelves on July 20, according to Nissin. While the Tokyo-based company did not disclose sales figures, it had anticipated supplies to last one to two months.
“Nissin is accelerating the launch of innovative products and flavours tailored to increasingly diverse food cultures and focusing on balanced distribution across multiple channels,” Macquarie Equity Research analysts Linda Huang and others wrote in a report.