The last five years have seen instant noodles go from inexpensive student food or exotic Asian items to a cuisine with various varieties and a kitchen staple that can be utilized in many ways.
TheStreet spoke to Nissin Foods Marketing Director Sean Silk about Cup Noodles. Nissin Foods (NFPDF)-owned Cup Noodles, one of the oldest ramen brands in the U.S., was founded in 1971 in Japan.
Its unconventional flavors, like breakfast-themed pancakes, egg and maple syrup noodles, and super-spicy Hot & Spicy FIRE WOK Packets promoted by the New York City Fire Department, have garnered attention.
Nissin marketing head Sean Silk told TheStreet about the unique commercial constraints of maintaining a beloved brand while experimenting with new paths.
For length and clarity, the interview was edited. Ramen sales increased during covid since people were home eating and such. It's incredible how it keeps growing.
It has grown despite brand damage from costs and inflation. A packet of ramen is still under 50 cents, which is incredibly reasonable, but it's more expensive than 10 years ago.
Ramen was a minor portion of the business but is currently the fastest-growing soup segment. Ramen is outgrowing the rest of the soup market, whether it's wet soup, premium soup, pouch soup, or anything else.
We believe merchants should give ramen greater space because consumers vote there. They vote with their feet and buy more ramen than ever.