NISSIN says its Soba pot, with its special draining cap, offers a new, non-soup variety of instant noodle.
Faizal Fulat of importers Chadha said: “The UK noodle category is expected to report positive growth mainly driven by instant noodles. With the rising popularity of Asian flavours and the move towards new consumer groups, we see real opportunities to generate further rate of sale off the noodle fixture with Nissin Soba Noodles”.