How Instant Noodles Changed the Way We Eat - Submi Social

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Thursday, 1 November 2018

How Instant Noodles Changed the Way We Eat



In terms of food marketing, one of the most successful examples is the instant noodle.
More than 100 billion servings of instant noodles were eaten around the world last year. That equates to over 13 servings for each person. Love them or loathe them, they are a staple and inexpensive food choice which, since being invented six decades ago, have earned their place in PR and food marketing history thanks to their enduring appeal.
Instant noodles originally hailed from Japan, where they’ve been repeatedly voted the country’s most successful invention, above laptops and high-speed trains.
Japanese instant noodle sales today account for around 5% of all global sales; Japan is the world’s third highest consumer of instant noodles, with only China and Indonesia ahead of them.
Instant noodles have evolved from an early form of Chinese ramen noodles which found their way to Japan in the 1880’s and were widely eaten by labourers. These noodles in a soup evolved; after the Second World War Momofuku Ando, an entrepreneur, realised that a decimated Japan and shattered population needed an accessible comfort food. He remembered the queues for ramen noodles that he’d seen during the war and set to work developing an instant alternative.
The instant noodle was made using US flour, the primary form of aid from the US. Japan’s Ministry of Agriculture positively encouraged Ando’s efforts. Today’s instant noodles are almost identical to the basic product which Ando created.
Nissin, the food company founded by Ando still prospers. Their spokesperson told the BBC, “We launch over 300 products yearly…But only 1% remain in the market. The products have a really short life cycle because consumers are always looking for something new. So we have to be very inventive.”
Global brands work hard to ensure that their noodles appeal to local markets via proactive food marketing initiatives, normally co-ordinated by a leading food PR company. In the UK, Ceres PR is a perfect example.
As with every product and brand available, there are luxury and budget alternatives.
Food marketing must be relevant to the consumer in the target markets. To survive, products must tempt and so should the brand. Why should the consumer trust your brand above others? Why does it represent value for money? Are products and ingredients ethically sourced?
Interaction via a range of PR channels is key to engaging interest, maintaining a positive relationship, encouraging recommendations and repeat business. In today’s challenging markets, every communication must work hard for the brand whether it’s a 100-character social media post, a press release or a face to face conversation at a trade show.
Hiring a PR agency to manage your food marketing communications is essential to garner the optimum results. Consider how many brands of instant noodles there are; each one must stand out from the crowd and PR company specialists know exactly how to make this happen, not just today but for decades to come. How would instant noodles have fared without food marketing?
Please contact Ceres PR today.

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