Asian sauces and condiments brand Lee Kum Kee is expanding into noodles for the first time with its new Plain Noodle range – featuring four authentic Asian-style varieties: Egg, Ramen, Knife-Cut, and 4-Flavour Noodles. The range is now available in Sainsbury stores and on Amazon.
Lee Kum Kee’s goal is to bring authentic Asian-style noodles with a traditional handmade quality and texture and superior taste to the UK market in a format that offers both convenience and accessibility for consumers and retailers.
Both the broader Asian food and noodles categories are primed for growth and transformation in the UK grocery sector. UK consumers are increasingly seeking authentic Asian ingredients as home cooks are exposed to a broader variety of dishes thanks to chefs, restaurants, and social media trends. According to recent research, 82 per cent of UK consumers say they want supermarkets to offer a wider variety of international food products.
The new Lee Kum Kee Plain Noodle collection brings together traditional craft and modern innovation. Drawing on over 130 years’ experience in creating exceptional Asian products, Lee Kum Kee is set to redefine the category with an elevated option for both retailers and consumers.
Lee Kum Kee has developed a pioneering range of premium texture noodles, balancing the bounce and bite of handmade noodles with the convenience of ambient storage.