Nissin's cold-water noodles sell out in a week, reshaping instant noodle market

Nissin Foods cleared its shelves within seven days of launching cup noodles that require only cold water, halving the company's one-to-two month supply projection. The 307-yen product, released on July 20, marks the first departure from hot-water preparation since the Tokyo-based firm invented instant noodles in 1958.

Five Years to Eliminate the Kettle

The company spent five years developing a patented process that delivers smooth yet firm noodles after just five minutes in cold water. Nissin introduced two variants, Spicy Kimchi and Chicken Salt Lemon, targeting consumers seeking cool meal options during severe summer heatwaves.

The breakthrough addresses a gap that persisted even in instant noodle varieties designed to be chilled before eating, which still depended on hot water for initial preparation.

Market Positioning and Strategy

Macquarie Equity Research analysts Linda Huang and colleagues noted that Nissin is "accelerating the launch of innovative products and flavours tailored to increasingly diverse food cultures and focusing on balanced distribution across multiple channels". Social media buzz amplified demand across the region, contributing to the rapid sellout.

The company, which holds a market capitalisation of 869 billion yen, has not disclosed specific sales figures. The product's reception suggests Nissin may have established an entirely new category within the instant noodle market it pioneered more than six decades ago.

Source: South China Morning Post