Send Noods: Nissin Ramen Tackles Delivery Services

After losing market share to delivery services, customers are coming back to instant noodles.

By Ethan L. Johns
July 06, 2018

Image: iStock

Why have somebody send you noodles when you can make your own inexpensive noodles more quickly and efficiently?

That’s the question Nissin Foods, maker of Cup Noodles, is hoping consumers will continue to ask themselves as they search for premium packaged foods that can be easily prepared at home.

In an interview with CNBC, Nissin CEO Kiyotaka Ando explained a recent dip in instant noodle sales, which he attributed to competing meal delivery services. Yet, when it comes to noodles, instant products have a clear advantage over delivery.

While it is indeed possible to order your ramen from Deliveroo or Seamless, soup broth gets cold quickly, and when noodles are shipped in liquid, they continue to absorb water, losing their bite and becoming soggy.

“If people want to eat noodles, soup noodles, people need to go to [a] noodle shop or need to eat instant noodles,” Ando told CNBC.

In light of this realization, the instant noodle seems to be having something of a renaissance. With a total of around 100 billion servings of instant noodles consumed in 2017, the opportunities to create variety are limitless.

To boost sales, Nissin intends to continue its foray into premium product lines. This strategy allows room for partnerships with high-end noodle brands, like Ippudo, so that soup lovers can get the good stuff in the comfort of their own homes, presumably while they are wearing specially-made ramen glasses.

So will you be able to get your ramen delivered hot? You already can, but why the heck would you want to do that?

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About Ethan L. Johns

Ethan is the Food News Writer at Genius Kitchen. An expert on the Parisian bistrot, he likes bitters and salted butters, and is no fan of dessert unless it's made with fruit. His hobbies include reading up on the history of borscht and attempting to roll perfect couscous by hand. Twits & Instagram @EthanLJohns