Asian sauces and condiments brand Lee Kum Kee is expanding into noodles for the first time with its new Plain Noodle range – featuring four varieties: Egg, Ramen, Knife-Cut, and 4-Flavour Noodles.
The brand noted that both the broader Asian food and noodles categories are primed for growth in the UK grocery sector. Consumers are increasingly seeking authentic Asian ingredients as home cooks are exposed to a broader variety of dishes through chefs, restaurants, and social media trends.
Lee Kum Kee said its range of premium texture noodles balances the bounce and bite of handmade noodles with the convenience of ambient storage. The four new products also prioritise speed of cooking, with each of the products ready to eat in under three minutes – with the exception of the Knife-Cut noodles, which are ready in just five minutes.
Shuang Cheng, Director – Convenience Foods for Lee Kum Kee Europe, comments: “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. We are incredibly excited about this new launch and look forward to hearing feedback from our retail partners and consumers.”
The Lee Kum Kee Plain Noodles range has launched in Sainsbury’s and on Amazon. Egg, Knife-Cut, Ramen and 4-Flavour are available in 180g [RRP £1.45] and 360g [RRP £2.45] packs.
In November, Lee Kum Kee will also launch its noodle kits, pairing plain noodles with sauces. “We strive in every way possible to deliver the best and most authentic taste to our consumers,” added Shuang.
