ITC Ltd.’s Sunfeast YiPPee! creates a new instant noodles category, ‘Noodles in a Bowl’ with the launch of Quik Mealz

19 November 2020: Sunfeast YiPPee!, one of the most popular instant noodle brands in India has yet again demonstrated innovation in the instant noodles segment with the launch of a new consumer experience through Quik Mealz that offers noodles in a bowl. The newest offering brings a welcome change in the segment in the country as instant noodles will now be available to consumers in a Bowl format. Following innumerable trials conducted to ensure a superior instant noodle experience, Sunfeast YiPPee! Quik Mealz was launched in a bowl format with a broad container base which makes it extremely easy to mix and consume noodles, and a lid to ensure no heat escapes the bowl in the preparation process which guarantees evenly cooked noodles. The superior format, coupled with delicious flavours results in a well-mixed and ‘tasty’ noodle experience in a bowl.

Sunfeast YiPPee!’s Quik Mealz range has been specially crafted to match the evolving lifestyle requirements of young adults who are constantly seeking convenient options, without compromising on the taste.  Consumers can now enjoy Sunfeast YiPPee!’s differentiated long, slurpy and tasty noodle appeal without much effort, by just adding hot water to a bowl of noodles. The thoughtfully developed offering - Sunfeast YiPPee! Quik Mealz is backed by extensive research and development, coupled with in-depth consumer insights, and will be available in two variants – Veggie Delight & Chicken Delight.

Conceptualized to offer consumer experiences beyond the traditional instant noodles, YiPPee! was launched in 2010 at the backdrop of a growing need for variety in the category. Consumers’ trust and appreciation has helped YiPPee! achieve significant value and scale since its launch and today it is nearly an INR 1300  crore brand in terms of consume spend. With a growing consumer franchise, YiPPee! has consolidated its position as the second largest instant noodles brand in the country. YiPPee! also witnessed an unprecedented increase in consumer demand, owing to significant uptick in essentials in recent times, and has seen strong growth during the current year

Speaking about the launch ITC spokesperson added, “Innovation and differentiation has been the cornerstone of Sunfeast YiPPee!’s DNA since its inception. Be it the long and slurpy noodle experience consumers enjoy through our round block noodle or the recent launch of Quik Mealz in a Bowl format, every product offering is thoughtfully developed and is an extension of our endeavour to deliver superior experience to consumer.

The recent times have witnessed an unprecedented surge in consumption of instant noodles while consumers have experienced a significant change in their day-to-day schedule with work from home is being an integral part of the new normal. Given the change in lifestyle, they are seeking trusted food options that offer variety, superior taste &convenience, sealed with the promise of safety and hygiene. With Quik Mealz, we are extremely positive about delivering yet again a distinguished instant noodle experience and are delighted to have added a new member to the YiPPee! family”.

The product is available pan-India, across large format stores, modern trade & e-commerce. Both Veggie Delight & Chicken Delight will be available in a 70 gms SKU at the price point of Rs. 45 & Rs 50 respectively.

About ITC Foods: A Division of ITC Limited

ITC's branded packaged foods business is one of the fastest growing foods businesses and the one of the largest foods company in India, driven by the market standing and consumer franchise of its popular brands - Aashirvaad, Sunfeast, Bingo!, Yippee!, Kitchens of India, B Natural, Mint-o, Candyman, Fabelle, Sunbean and GumOn. The Foods business is today represented in multiple categories in the market - Staples, Spices, Ready-to-Eat, Snack Foods, Bakery & Confectionery and Juices & Beverages.

ITC's Foods brands delight millions of households with a wide range of differentiated, value-added products developed by leveraging ITC's in-house R&D capabilities, deep consumer understanding, knowledge of preferred Indian tastes, agri-sourcing & packaging strengths, and an unmatched distribution network.

ITC's uncompromising commitment to the health and safety of its consumers ensures adherence to the highest levels of quality, safety and hygiene standards in manufacturing processes and in the supply chain.. Going beyond process control, ITC ensures that quality standards are stringently adhered to while choosing ingredients that go into the preparation of its food products.

The business continues to invest in every aspect of manufacturing, distribution and marketing to ensure that it can leverage emerging opportunities and fulfill its aspiration of being the most trusted provider of branded packaged foods in the country. ITC's Foods business also exports its products to the key geographies of North America, Africa, Middle East and Australia.