ITC’s Sunfeast YiPPee! creates a new instant noodles category

'Noodles in a Bowl' with the launch of Quik Mealz


Sunfeast YiPPee!, one of the most popular instant noodle brands in India, has again demonstrated innovation in the instant noodles segment by launching a new consumer experience through Quik Mealz that offers noodles in a bowl. The newest offering brings a welcome change in the country’s segment as instant noodles will now be available to consumers in a Bowl format. Following innumerable trials conducted to ensure a superior instant noodle experience, Sunfeast YiPPee! Quik Mealz was launched in a bowl format with a broad container base, making it extremely easy to mix and consume noodles. A lid ensures no heat escapes the bowl in the preparation process, which guarantees evenly cooked noodles.

Sunfeast YiPPee! ‘s Quik Mealz range has been specially crafted to match young adults’ evolving lifestyle requirements who are continually seeking convenient options without compromising on the taste. Consumers can now enjoy Sunfeast YiPPee! ‘s differentiated long, slurpy and tasty noodle appeal without much effort by just adding hot water to a bowl of noodles. The thoughtfully developed offering – Sunfeast YiPPee! Quik Mealz is backed by extensive research and development, coupled with in-depth consumer insights, and will be available in two variants – Veggie Delight and Chicken Delight.

Conceptualized to offer consumer experiences beyond the traditional instant noodles, YiPPee! was launched in 2010 at the backdrop of a growing need for variety in the category. Consumers’ trust and appreciation have helped YiPPee! achieve significant value and scale since its launch, and today it is nearly a Rs 1300 crore brand in terms of consume spend. With a growing consumer franchise, YiPPee! has consolidated its position as the second-largest instant noodles brand in the country. YiPPee! also witnessed an unprecedented increase in consumer demand, owing to a significant uptick in essentials in recent times, and has seen strong growth during the current year.

Speaking about the launch, ITC spokesperson added, “Innovation and differentiation have 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. It is an extension of our endeavor to deliver a superior experience to the consumer.

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

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


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