Shillong, Aug 1: Amid the expansion of Maggi and Korean noodles in the North East region, Wai Wai products are competing with the offers of new combinations.
North East India and East are critical markets for Wai Wai, as they contribute a major share to the company’s revenue.
In a statement issued here, the company said to meet the evolving tastes and preferences , the brand is intensifying its focus on premiumization and expanding its product range. “Our new product formats and pack sizes are a direct response to feedback from consumers in the North East. We recognise the region’s unique taste preferences and busy lifestyles, and our goal is to provide options that are both convenient and tailored to local flavours. This is in line with Wai Wai’s belief that innovation and quality go hand in hand, driven by continuous improvement across the four M’s: Man, Method, Material, and Machine,” said Varun Chaudhury, Global CEO of CG Foods.
According to the company’s statement, the decision to introduce a convenient cup format and roll out these upgrades was made in response to growing demand for convenience and portion sizes. The company believes this innovation will help it increase its share in India’s USD 2.2 billion instant noodle market. These new products are now available across North East India through a wide network of retailers and distributors.
Wai Wai makers, CG Foods, has introduced new product formats, pack sizes, and pricing for its instant noodle and snack range in North East India, to grow its premium product portfolio. Among the new offerings, Mama Bhujia Hot & Spicy Chicken now comes in a larger 50g pack at Rs. 10, while the new Wai Wai Akabare Cup Noodle – Chicken will soon be available in a 65g cup at Rs. 70. Ready-to-Eat (RTE) Noodles are offered in both Veg and Chicken variants, each in a 70g pack at Rs. 15. The latest rollout is designed to reflect regional preferences and changing consumer habits. With these changes and new products, the company aims to expand its premium product portfolio and achieve its revenue target of Rs. 1,200 crore by 2026.
