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Hong Kong Edition 6

Hong Kong Edition 6

MARKET shuttle Discovery. In 2009, Nissin invented a Sales of Chicken rocketed after Time is a luxury item for most people living in straight technology and launched a ’s number one general trading house, this fast-paced world, with speed and efficiency series of microwavable in , Mitsubishi Corporation, was commissioned as key factors in any modern lifestyle. Instant People’s Republic of (PRC), Japan, North in 1959 to help promote the product as the food products offer a tasty and handy solution America and Europe. country was taking off. Since then, product to people’s busy lifestyles. Nissin’s first overseas plant was set up in innovation had been the central focus of Nissin Today, the bowl-shaped logo of Nissin Foods Los Angeles in 1970. Over the next thirty years, Foods. Nissin’s R&D team of experts has came is a symbol of great taste and convenience. 15 other manufacturing plants were established up with new products to grasp the imagination Nissin Foods is the Number One manufacturer in , the Philippines, , China, of consumers, including the launch of the Cup of in Japan and is gaining and Hong Kong. As a result, Nissin Foods Noodle in 1971, a pre-cooked slab of in popularity overseas. Through continuous search is now a household name not only in Japan, a waterproof styrofoam container. for innovation and quality, the delicious taste of but also in Asia and around the world. The Nissin remains the leader of the instant Nissin Foods is widely accepted by consumers confidence the brand gives to its customers can noodle industry, selling 90 billion servings each all over the world. be reflected in its market share. By 1989, the year. Ando had successfully developed from ‘’ had already gained 70 percent scratch a product that had grown with the age ACHIEVEMENTS of the Cup Noodle market in United States. of mass consumption and added a new chapter As the first company in the world to make instant In Hong Kong, Nissin has over 50 percent market in the history of the world’s food culture, as well noodles and the oldest and largest manufacturer share in the instant noodle market, selling over as making a mark for the Asian food culture of instant noodle in Japan, staff at Nissin is 130 million units of instant noodle products. around the globe. always developing the instant food industry. After the invention of the world’s first instant HISTORY PRODUCT noodle ‘Chicken Ramen’ in 1958, Nissin has Nissin Foods is founded by Mr. Nissin regularly conducts marketing research introduced numerous products that changed in 1948 in the aftermath of the Second World in order to introduce new products to meet lifestyles, including the first instant noodle with War. Ando was inspired to develop instant food the changing needs of Hong Kong people. seasoning pack, ‘Nissin ’ in 1963, the product when he saw a long line of people Consumers now demand efficiency and popular brand ‘Demae Ramen’ in 1968, the waiting to buy a steaming soup noodle at a convenience in instant food, but giving up quality world’s first cup noodle in 1971, cup rice in black-market stall in a war-ravaged city. It had and taste is not an option. This is why Nissin 1974, and instant bowl noodle with garnishes always been his philosophy that ‘Peace prevails offers a wide range of quality brands, such as in 1976. Nissin also launched the first series of when food suffices’. Demae Iccho (出前一丁), (合味 microwave oven-ready products in 1986, and As the lifestyle pace picked up dramatically 道), Tai Sho (大將), Gotochi (御當地) and Nissin in 1988, the Hong Kong subsidiary successfully in the post war society, Ando also foresaw the Harusame (日清春雨) and other varieties. developed the ‘Retort Pouch’ series of products. change in dietary habit. This led to the birth of In the cup instant noodles category, Nissin In 2005, Nissin supplied a vacuum-packed Chicken Ramen, the first instant noodle product has the most recognised brand. A wide range instant noodle, or ‘Space Ram’, to Japanese in 1958. Ando invented the product, which soon of flavours in Cup Noodles offers choices to astronaut Soichi Noguchi aboard the US space became a hit. consumers depending on the region they live

52 | SUPERBRANDS VOLUME VI in and the current food trend. In Hong Kong, PROMOTION in real mascot form in television commercial there is the authentic Hong Kong flavour such Nissin places strong emphasis on to celebrate the brand’s 40th anniversary in as XO Sauce Seafood. The essence of Demae marketing campaigns, and its Hong Kong. Iccho pack noodle, the unique Sesame Oil promotion activities have always Nissin has also been very strong in Flavour, is extended to bowl and cup type been a focal point in the localising the marketing campaign and format. Throughout the years, product portfolio instant food industry as promotion activities. For example, in Hong continues to evolve to suit the needs of different well as in the eyes of the Kong, Nissin launched a successful gift consumers. general public. redemption and lucky draw campaign Instant noodles pack remains an important In 2009, with ‘Demae Iccho’ for consecutive years. category for Hong Kong consumers. Nissin is A ‘Nissin Fans’ programme through the prominent in this category with household brands company website maintains close customer such as ‘Demae Iccho’. Apart from having 16 relationship via e-newsletters updates of flavours in regular pack noodle segment, Demae the company’s products and promotions. Iccho product also extends to non-fried segment Efforts have been made in advertising such as vermicelli, misin and macaroni. within the supermarket, including in-store In 2009, a new series of microwave pasta demonstration. Outdoor media advertising is launched. The ambient products have plays a vital role as well for Nissin, as its comparable al dente quality as regular pasta creative MTR station campaigns and can be served in five minutes. in recent years are still The drive for excellence and innovation familiar with the Hong Kong is therefore evident in the number of new residents. products that have been offered to the As a result, Nissin has markets around the world. It is a form won numerous awards of art which can be showcased to in Hong Kong including the public when Ando opened Yahoo! Emotive Brand a museum of instant ramen Awards (Food Category) in in 1999. since 2001, HK Supermarket Top Ten Favourite Brand since 2002. Demae RECENT Iccho 40th anniversary campaign DEVELOPMENTS has recently received Best of the Best Nissin Foods never stops its Branding Silver Award by JC Decaux. work on research and development. A Central Research Laboratory was BRAND VALUES set up in Japan in 1988 to develop new Nissin is committed to satisfy customers products according to the latest consumer by producing quality products under its needs. Many resources have also been stringent quality control and safety standards, invested on biotechnology to improve in additional to its product innovation and keen the nutritional value of its products. Nissin sense for the market. Today, Nissin is not only is also one of the pioneers who invented a an instant noodles manufacturer, but a truly new technique in manufacturing non-fried instant food expert for consumers around the noodles. The new non- have been world. Nissin Foods will continue to innovate introduced to some of its brands to suit the Nissin will use a famous celebrity to promote the and work hard to perfect its way of making needs of the increasing health conscious group evolution of a legendary product. The famous delicious and wholesome foods that bring great of customers. ‘Ching Chai’ icon for ‘Demae Iccho’ appeared tastes to the world.

www.nissinfoods.com.hk

THINGS YOU DIDN’T KNOW ABOUT NISSIN

t /JTTJOJTUIFmSTUDPNQBOZJOUIFXPSMEUP make instant noodles. t /JTTJO JT UIF PMEFTU BOE MBSHFTU manufacturer of instant noodle in Japan. t /JTTJOJTPOFPGUIFQJPOFFSTXIPJOWFOUFE a new technique in manufacturing non- fried noodles.

HONG KONG’S STRONGEST BRANDS | 53

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