Bidco launches new looks of Noodies noodles brand, expands size offering

KENYA – Bidco Africa, leading consumer goods company in East Africa has launched new looks for its Noodies noddles brand to stand out and appeal to consumers more.

The company has unveiled the new vibrantly coloured packages of the instant food, a shift from the original white packs.

In pursuit to give the young consumers power to choose a noodles brand of their liking, Bidco has introduced the Kiddy range featuring fun animated characters on the pack.

According to BidCo, the new concept is aimed to enable children connect with the brand and foster more fun meal times, given that they are the largest population who relish on the food category.

The colour differentiation and cartoons with product characters on the pack will now make it easy for the younger consumers to depict the different flavours instantly.

Also, with a focus on offering value to consumers, the manufacturer has introduced the new 70 grams pack size and further unveiled a 5-in-1 value pack available in both 70 grams and 120 grams.

“The new vibrant look and enhanced taste are bound to appeal to our customers; we have also extended the product to offer a new Kiddy pack that will excite the market and will give our young consumers the power to choose a noodles pack that is specially designed for them. We are excited to share this new experience among all customers,’’ said BIDCO Africa’s Chief Value Stream Leader Tushar Mehta.

Noodies, made with plant-based ingredients, offers a balanced nutritional offering of proteins, dietary fibre, carbohydrates, vitamin A, Iron and Zinc.

Its thinner strands enable for better seasoning penetration of the chicken, beef, tomato & onion flavours, thus enhancing taste.

The fast-moving pace of contemporary times has seen more consumers switching to products that offer quick solutions to fit their daily lifestyles.

The KEBS and Halal certified product has undergone a rigorous production, quality assessment and verification process making it one of a kind in the region, reports Nairobi News.

BIDCO’s Quality Assurance Chemist Valentine Chebet explained that Noodies is made from fortified wheat flour and refined vegetable oil sourced from local Kenyan farmers.

“We then pre-cook this in an elaborate manufacturing process leaving the consumer with just 3 minutes of easy preparation for a healthy, nutritious, tasty and filling meal,” explained Chebet.

First launched in 2017 as BIDCO’s flagship brand under Food and Beverages category, the new look Noodies will help change the market perception of considering noodles as a snack to a healthy and filling meal not only in Kenya but also in the neighbouring export markets.

This will also expand its market share in a market currently dominated by international player, Indomie, owned by Indofood Sukses Makmur.

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