Lee Kum Kee has expanded into noodles with a four-strong range.
Egg Noodles, Ramen Noodles, Knife Cut Noodles and 4-Flavour Noodles (combining ramen, soba, spinach, and purple sweet potato noodles) have hit Sainsbury’s and Amazon in 180g and 360g packs (rsps: £1.45 & £2.45).
UK consumers were “increasingly seeking authentic Asian ingredients” and the noodles had “a traditional handmade quality and texture”, said Lee Kum Kee.
More than three-quarters (82%) of UK consumers want supermarkets to offer a wider variety of international food products, it added, citing HRA Global data [5 November 2024].
“Noodles are increasingly popular in the UK, but quality plain noodles were missing from supermarket shelves,” said Shuang Cheng, convenience foods director for Lee Kum Kee Europe.
“We are now bringing quality noodles to elevate everyday cooking experiences, all delivered in a convenient, quick, and easy-to-cook format,” Cheng added.
Lee Kum Kee will launch a range of noodle meal kits, pairing the noodles with “specially crafted sauces”, in November.
The Chinese sauce and condiment giant is a heritage brand in Asia, with a history dating back more than 130 years.
Meanwhile, other food brands are tapping Brits’ growing appetite for noodles through innovation. For instance, Itsu unveiled its Noodles & Broth range (from £1.75), including pots and pouches, in September. The range was developed in partnership with chef Monica Galetti.
Read more: Maria Chong on why fun is key to Lee Kum Kee’s evolution
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