MARKET Convenience is often the standard for a busy, active family, and sometimes that calls for a quick and delicious meal. Nissin’s products are providing meal solutions, and being embraced by consumers of all ages and ethnic groups. Having garnered leading market share with its packet, cup and bowl noodle offerings, the company is constantly working at improving and refreshing its products; and introducing new flavours that cater to the instant market lovers. Under the instant noodle range of the Nissin brand, there are now a total of 36 variants, offering both regular and premium selections. Born of innovation, Nissin has been described as the product of determination. It is almost as if the company can see the world through the eyes of a child. Nissin believes that thriving on this innovation is the key to understanding the world. Perhaps that is why it is still introducing original, high value-added products, more than 50 years after its founding.
ACHIEVEMENTS exhibiting 3,000 kinds of cup noodle packages. perfect playground for kids where they can The instant noodle industry was established Efforts have also been taken to recreate the experience the manufacturing process of Nissin approximately 55 years ago when Nissin late Mr. Ando Momofuku’s humble research cup noodles. In addition, guests can enjoy introduced a new product to the market with its facility. At “My Cup Noodle Factory,” visitors global varieties of noodles in the contemporarily Chicken Ramen. can make their own cup noodle out of 5,460 designed museum restaurant. Its geographic strategy has been to place choices. “Cup Noodles Park” will become a the greatest emphasis on developing countries HISTORY in Asia, where economies are booming and the The head office of Nissin Foods Holding Co. instant noodle market is expanding. Ltd., was founded and established in Japan In 2012, it established the Regional in 1958, and for the past 55 years has been Headquarters of Asia (RHQ-Asia) in Singapore conscientiously involved in the manufacturing which will control the business in Singapore, of instant noodles. Striving to develop better India, Thailand, Indonesia, Philippines and taste, quality and service, Nissin has grown to Vietnam, as well as other developing countries comprise 24 branches, and 50 factories, in 17 in Asia, except China. RHQ-Asia will devise countries across the world. and execute strategies with support from its Nissin Foods (Asia) Pte. Ltd. continues to corporate division in Japan. Having a regional expand and evolve to offer a wider product headquarters in Asia, will speed up decision range which appeals to a broader demographic. making, and will create more value by making The brand currently offers Nissin Cup Noodles, the best of local ideas, and by increasing the 出前一丁，Nissin Premium, Fried Noodles sensibility of strategy formulation. Specialist, and Nissin Japanese Ramen. By Nissin now owns and operates two delivering its products in the form of packets, museums. The first was opened in 1999 in bowls, and cups, the company caters to the Ikeda City in northern Osaka, and the second varying needs of the local population, as well as was opened to the public in 2011 in Yokohama’s to the overseas market. Minato Mirai District, just outside Tokyo, Yokohama. PRODUCT The new interactive museums display Nissin Foods (Asia) Pte. Ltd. is renowned for the 55 year product history of Nissin, as well producing high quality noodles that are available as demonstrate the founder’s creativity, by in a steadily increasing variety of instant noodle
44 | SUPERBRANDS VOLUME VI flavours. Introduced over the years, in response to demands from the marketplace, Nissin has also expanded its product range. The distinctive feature of Nissin noodles lies in the product’s unique texture – Nissin noodles are springier and have more ‘bite’. They do not become soggy after cooking. Nissin Foods (Asia) Pte. Ltd. ensures that every item produced goes through stringent in-house quality checks, before and during preparation. Raw materials are tested before used. Quality checks are also performed during the manufacturing process to ensure low moisture levels, and to prevent microbiological contamination. As a result, all noodles have undergone a rigorous manufacturing process, from mixing of raw ingredients to steaming, and then frying, before they are cooled and packed for sale and distribution.
RECENT DEVELOPMENTS Guided by a product development team that is constantly conducting market research to create a new range of “Nissin Japanese Ramen” was was instant noodles invented in the company new recipes, the company focuses considerable created to meet the demand of the premium founder’s backyard. Then, instant noodles were attention on taste testing, and sensory products market. With Japan as Nissin’s country packaged in their own serving cup. Innovation evaluation. By allowing the team to create of origin, the company had the confidence to launched the company and the innovation to variations that target different generations, and introduce its Japanese Ramen range to the local create new products continues to attract and that suit the preferences of specific markets, Singaporean. maintain its loyal customers. Nissin is reaching a broader audience. Nissin promises and believes that the food With well established popularity of Nissin PROMOTION it manufactures and sells should always be Cup Noodles in Singapore, Nissin has become For Nissin Foods, utilising a unique local method wholesome, healthy and fully trusted. To ensure the number one selling brand for cup noodles. within broadcast commercials has been a this is always the case, rigorous scientific testing The noodles are sold in attractive, colourful creative way of building an instant bond with and quality assurance systems, that surpass cardboard containers, with mouthwatering food its Singaporean customers. Besides advertising industry requirements, have been implemented images wrapped over the cup. What makes in television media, the company has also in its processing facilities. Ingredients are Nissin cup noodles so different from others successfully promoted itself in supermarkets, and screened at the site of origin, and quality is brands is the fact its products include rich has experienced positive response to in-store maintained throughout transport, processing, garnishes such as dehydrated shrimp, diced sampling promotions. Allowing customers to packaging and storage using a uniform system chicken, fish cake sticks, eggs and vegetables. sample products before buying has proven to be devised in-house. Even though customers The company increased its variety of flavours a highly effective way of increasing sales figures. may prefer to just enjoy the eating, Nissin to a total of 12 with the launch of two additional Nissin is always eager to support the com- understands its customers value food safety, variants in 2012, namely Cream of Chicken and munity through its involvement in projects that so it takes consistent measures to ensure the Black Pepper Crab. The two new flavours are benefit universities, food & highest levels of compliance. slightly different from the previous 10 beverage unions, as well With a mission to serve the world through varieties, and these new tastes as events that focus the creation of new foods, Nissin has developed have created new customer on senior citizens. unprecedented, innovative products under experiences. Richer The company also the twin concepts “tasty and convenient’ and and thicker than believes in reaching “making meals fun.” Its story of innovation has the clear broth out to the public no ending, and it will continue to create new soups found in via different mar- products and a new food culture through its key the other 10 fla- keting campaigns, strengths; marketing expertise, and technical vours, the Cream which is why Nissin development capabilities. of Chicken was advertisements can created to taste be seen on a variety very similar to res- of media channels, www.nissinfoods.com.sg taurant soups, and from both English it has been enhanced and Chinese news- THINGS YOU DIDN’T KNOW ABOUT with dehydrated diced papers, to English, NISSIN chicken and vegeta- Chinese and Malay bles. The Black Pepper channels on television, t 5IF TU JOTUBOU OPPEMF JO UIF XPSME Crab offers a smoothe, as well as in magazines. “NISSIN CHICKEN RAMEN’ was invent- pleasing peppery aroma ed by the late Mr. Momofuku Ando, the that has been com- BRAND VALUES founder of Nissin Foods in 1958. bined with the flavour of Innovation is what sparked sesame oil. Nissin has the Nissin success story, t /JTTJO'PPETBMTPJOWFOUFEUIFmSTU$VQ been specially formulating and it is based on the Noodles in 1971. these tastes to cater to the premise that when you t /JTTJO 'PPET QSPEVDFE UIF mSTU JOTUBOU Singapore market. explore, you find new and noodles for space on behalf of the US More recently, in 2013, unimagined ideas. First, it Space Program in 2005.
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