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‘Noodles in a Bowl’: Sunfeast YiPPee! forays into ready-to-eat segment

Sunfeast YiPPee! Is a Rs 1,300 crore brand.

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NATIONAL: Sunfeast YiPPee! has forayed into the ready-to-eat segment with Quik Mealz, that offers noodles in a bowl. 

With the launch of this new product, Sunfeast YiPPee! noodles will now be available to consumers in a bowl format. Quik Mealz comes with a broad container base which makes it extremely easy to mix and consume noodles, and a lid to ensure no heat escapes the bowl in the preparation process which guarantees evenly cooked noodles – resulting in a well-mixed and tasty noodle experience in a bowl.

Sunfeast YiPPee!’s Quik Mealz range has been specially crafted to match the evolving lifestyle requirements of young adults who are constantly seeking convenient options, without compromising on the taste. It will be available in two variants – Veggie Delight & Chicken Delight. 

The product is available pan-India, across large format stores, modern trade and e-commerce. Both Veggie Delight & Chicken Delight will be available in a 70 grams SKU at the price point of Rs 45 and Rs 50 respectively. 

An ITC spokesperson added, “Innovation and differentiation has been the cornerstone of Sunfeast YiPPee!’s DNA since its inception. Be it the long and slurpy noodle experience consumers enjoy through our round block noodle or the recent launch of Quik Mealz in a bowl format, every product offering is thoughtfully developed and is an extension of our endeavour to deliver superior experience to consumers.  

The recent times have witnessed an unprecedented surge in consumption of instant noodles while consumers have experienced a significant change in their day-to-day schedule with work from home being an integral part of the new normal. Given the change in lifestyle, they are seeking trusted food options that offer variety, superior taste and convenience, sealed with the promise of safety and hygiene. With Quik Mealz, we are extremely positive about delivering yet again a distinguished instant noodle experience and are delighted to have added a new member to the YiPPee! family.”

YiPPee! was launched in 2010 at the backdrop of a growing need for variety in the category. Today it is a nearly Rs 1,300 crore brand in terms of consumer spend. YiPPee! has consolidated its position as the second largest instant noodles brand in the country. It has also witnessed an unprecedented increase in consumer demand, owing to significant uptick in essentials in recent times, and has seen strong growth during the current year. 

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