Rice & noodles are flying. But can brands continue to stave off own label by pushing posher, pricier and more convenient NPD?

Are Brits turning Japanese? We’re not quite slurping through 42 packs of instant noodles a year, as the average Japanese consumer does, but we’re undoubtedly eating more than we did. The World Instant Noodle Association reckons Brits’ consumption of instant noodles has surged 30.8% since 2008 to 5.5 packs a year.

Our special feature harnesses exclusive insights and canvasses expert opinion; looks at the growth in meal kits and microwaveable pots; studies the rise of premium noodle pots; explores what’s new in advertising and marketing; and contemplates the state of own label in the rice & noodles category.

Also inside our special feature:

Rustlers noodles

Hot, quick & tasty

Kepak tries to corner a new category for microwave snacks, pies, pasties and chilled soup.

Read more

Pot Noodle spinning fork

Brands use their noodle

Super Noodles and Pot Noodle hit the spot with promotions aimed at helping cash-strapped Brits

Read more

Our Little Secret dine-in kits

Yes, I made it myself

Our Little Secret meal kits appeal to scratch cooks who don’t want the hassle of finding ingredients

Read more

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