The new launch aims to bring “authentic and bold Asian-style noodles with a traditional handmade quality and texture, and superior taste to the UK market” in a format that offers both convenience and accessibility for consumers and retailers.
The four new products, Egg Noodles; Ramen Noodles; Knife-Cut Noodles; and 4-Flavour Noodles, prioritise speed of cooking. Three of the products can be served in under three minutes, with the Knife-Cut noodles ready in just an additional two.
The launch taps into the broader Asian food and noodles categories which are primed for “growth and transformation” in the UK grocery sector, the company said.
UK consumers are increasingly seeking authentic Asian ingredients as home cooks are exposed to a broader variety of dishes thanks to chefs, restaurants, and social media trends, the company highlighted.
Lee Kum Kee points to recent research by HRAGlobal, which shows 82% of UK consumers want supermarkets to offer a wider variety of international food products.
The noodles range is now available in Sainsbury’s and Amazon. Egg, Knife-Cut, Ramen and 4-Flavour are available in 180g (RRP £1.45) and 360g (RRP £2.45) packs.
Shuang Cheng, director - convenience foods for Lee Kum Kee Europe, said: “Lee Kum Kee is a brand which is proud of its heritage, but that doesn’t mean we’re afraid to innovate. Equally, we are dedicated to providing quality kitchen cupboard staples to consumers in the UK and across Europe, because every ingredient matters.
“This ethos drives our mission to deliver premium ingredients for every step of recipes. Noodles are incredibly popular in the UK, but quality plain noodles were missing from supermarket shelves. Retailers, and therefore shoppers, were having to settle for lower quality options. We are now bringing quality noodles to elevate everyday cooking experience, all delivered in a convenient, quick, and easy-to-cook format.”
In November, Lee Kum Kee will also launch its noodle kits, pairing plain noodles with specially crafted sauces.
