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”. This innovative approach offers convenience and accessibility for both consumers and retailers.
The range features four new products: Egg Noodles, Ramen Noodles, Knife-Cut Noodles, and 4-Flavour Noodles. These options prioritize cooking speed, with three products ready in under three minutes and the Knife-Cut noodles taking just an extra two minutes.
This launch aligns with the broader growth trends in the Asian food and noodles categories within the UK grocery sector. The company emphasized that these sectors are ripe for “growth and transformation”.
Moreover, UK consumers are increasingly turning to authentic Asian ingredients. Influences from chefs, restaurants, and social media are broadening home cooks’ exposure to various dishes, as highlighted by the company.
Lee Kum Kee cites recent research from HRAGlobal, revealing that 82% of UK consumers expect supermarkets to expand their offerings of international food products.
The new noodles are now available at Sainsbury’s and on Amazon. The Egg, Knife-Cut, Ramen, and 4-Flavour variants come in 180g (RRP £1.45) and 360g (RRP £2.45) packs.
Shuang Cheng, director – convenience foods for Lee Kum Kee Europe, stated: “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 experiences, all delivered in a convenient, quick, and easy-to-cook format.”
In November, Lee Kum Kee will also introduce its noodle kits, pairing these plain noodles with specially crafted sauces.
