The Food & Drink Innovation Network

June 6th, 2012

Kabuto Noodles – the range of instant noodles – is celebrating its first birthday with a brand refresh and listings across circa 200 Waitrose stores, having been listed in 35 stores last May.

Kabuto Noodles are made without any additives or preservatives, contain quality noodles and have Asian flavours.

Crispin Busk, Kabuto’s creator, has spent year one listening to his customers and has improved the product with new packaging and reduced pricing.

A new, insulated cup which claims to be easier to hold, easier to drink & eat from, and is made from paper that can be recycled through standard recycling collection has been unveiled.

The different pot dimensions mean the same amount of noodles are inside, but there is a better ratio of broth to noodle.

New Kabuto Noodles are available in the original three flavours at Waitrose from the end of May: Chicken Ramen, Beef Pho and Miso Ramen, all with a reduced RRP of £2.45.

The range is designed to appeal as a quick meal for busy people on the go.

John Vine, the Waitrose buyer, said:

“Kabuto Noodles are shaking up the instant noodle category.

“We’ve been thrilled by the initial showing and are increasing distribution accordingly.

“We look forward to working with Kabuto in the year ahead.”

Crispin Busk, founder and director of Kabuto Foods said:

“This year has been brilliant. Some fantastic wins across Waitrose plus some time away to refocus and make the brand the best it can be, has really helped.

“We’ve completely reinvigorated a category which was tired and had had no injection of energy for some time.

“Instant noodles are one of the world’s most popular foods and this year The Independent cited ramen and noodles as being one of the hot food trends of 2012.

“With fresh branding and quality ingredients, Kabuto Noodles stands out and is a delicious instant meal.”

Kabuto Noodles are also currently on sale through Ocado, Harvey Nichols, and in quality independents and delis.