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ITC expands noodle portfolio, launches Sunfeast YiPPee noodles in 4 variants - 15 Nov 2018

With this launch, the company intends to compete with  Nestle’s Maggi, which has a market share of 60 percent in the instant noodle  space.

In a bid to expand its  portfolio and gain India's instant noodles market share, Sunfeast Yippee  launched 4 new flavours of instant noodles on November 15.

With this launch, the  company intends to compete with Nestle’s Maggi, which has a market share of 60 percent  in the instant noodle space.

“When we got into this  space, there was one very large competitor. So we figured out what new  offerings can we bring into the noodle market. Today, after 7.5 years, we have  a 22 percent market share,” said Hemant Malik, Divisional Chief Executive-Foods  Division of ITC.

According to Euromonitor, in  terms of sales, Nestle’s Maggi is followed by ITC’s Sunfeast Yippee, the  Chaudhary Group's Wai Wai, Nissin Foods Holdings’ Top Ramen and Hindustan  Unilever’s Knorr Soupy Noodles brands.

Some of the other notable  brands in India's instant noodles market include Ching's Secret, GSK's Horlicks  Foodles, Festers, Tasty Treat and Smart Choice.

According to the World  Instant Noodles Association, India is the fourth-largest noodles market,  accounting for an annual demand of 5.4 billion servings in 2017, out of 100  billion globally.

ITC has tied up with  Bigbasket for selling YiPPee's ‘My range’. The products will be available on  Bigbasket for one week, following which it will be distributed to all modern  format and general trade stores across India.

“Digital e-commerce is an  important opportunity area. The digital world, including e-commerce platforms,  are effective tools to strengthen the brand’s visibility and build a consumer  franchise. This collaboration with Bigbasket is a meaningful endeavour to bring  that flavorful experience of YiPPee’s new variants closer to our customers,”  Malik said.

Sunfeast YiPPee will be  available in 4 flavours: My Crazy Chow, My Madly Manchurian, My Mystery Masala  and My Truly Chicken.

Each pack is of 60 g and all  vegetarian variants will be available for Rs 15, while the non-vegetarian,  Truly Chicken variant is priced at Rs 18.

ITC’s Sunfeast Yippee, which  entered the noodle space about 7.5 years ago, has become a Rs 1,000 crore  brand.

The Sunfeast Yippee has  strong presence in South India with 37 percent market share.

ITC Foods business exports  its products to North America, Africa, Middle East and Australia.

ITC  branded packaged foods business includes popular brands like Aashriwad, Bingo,  Sunfeast, Fabelle, Sunbean, Yippee, Kitchen’s of India, ITC Master Chef,  Farmland, mint-o, Candyman and Frozen Foods.

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