Blitz Bureau
LONDON: Instant noodles are back in the limelight – but with a gourmet makeover spurred by a social media trend. Supermarket sales and search data show instant noodles are once again becoming a cupboard staple, this time with a few “fancy” additions.
Rather than the Pot Noodles and Super Noodles preferred in the 1990s and early 2000s, ramen noodles are now taking centre stage after being marketed to gen Z as more authentic, according to a Guardian report. Sales of instant noodles have risen by 50% year on year on Ocado’s website, while searches for ramen noodles have jumped by 35%.
Searches for ingredients to upgrade the quick meal are also up. Chilli oil searches on Ocado have increased by 48%, crispy onions are up 27% and seaweed about 20% in September this year, in comparison with 2023.
Jonny Forsyth, senior director of Mintel’s food and drink division, said the market for instant noodles had evolved, and brands are now using influencers to push their product.
He said: “In recent years, they have been marketed on TikTok to engage younger audiences through creative and interactive content. Brands are tapping into TikTok’s short-form video format to resonate with gen Z.” On TikTok, there are more than 22,100 posts under the hashtag #ramenhacks, in which users have added eggs, sesame seeds, spring onions and Kewpie mayonnaise to their dishes.
Jason Holt, a world foods buyer at Ocado, said: “When it comes to a budget-friendly quick-fix for dinner, you can’t get much better than packet noodles, but here, these have often been dismissed as a bit studenty and not very gourmet – I’m happy that’s starting to change.
“As the many TikTok fans will attest, the right toppings – like nori and chilli oil – can elevate even the humblest noodle bowl, adding texture, flavour and extra nutrients.”
But the classic Pot Noodle has also risen in popularity, with sales up 10 per cent year on year. Many of the recipes seen on social media feature the popular South Korean Buldak instant ramen noodles.
