Mr Lee’s Noodles are new brand that aims to satisfy two cravings in one: a hot, filling ready meal at a competitive price point; and gluten free.
CEO Damien Lee has been working on his product, the “champagne of noodles”, using a combination of personal dietary nous, technology and new recipes.
Using freeze-dried ingredients, six exclusive #NoNasties gluten-free flavours were developed with help of executive chef Andy Chu.
As well as being available from Noodle Kiosks, which are being trialled in a pilot scheme, the cup noodles will be available to buy online in Spring.
Plans to roll out to more than 10,000 UK and Ireland locations are currently being finalised, with international expansion next on the agenda for this ambitious company.
Mr Lee’s passion for the product is personal, as well as based on a canny business instinct that has seen him creative innovative products and practises for decades.
He recently successfully battled stage 4 cancer with the help of a raw food diet; he can also draw on his background in digital tech development to make sure the tech in the back office, apps, website and Noodle Kiosks are as forward-thinking as the product.
The firm is based in Bournemouth, which is recognised as a growing ‘hub’ for digital innovation and favoured by start-ups in all sectors, not just catering.
Last year, Tech City UK’s Tech Nation report revealed that Bournemouth was the UK’s fastest-growing digital cluster, with a 212% rise in the formation of digital startups in two years – almost double the number of any other UK cluster.
Mr Lee’s partnership with Compass Group for the initial roll out is the result of a Dragon’s Den style pitch in Manchester at Ideas Works.
He said: “This is the end of the beginning, and the beginning of our bright future.”
The pilot starts at Bournemouth University and Arts University Bournemouth before rolling out into Compass Group’s managed universities, hospitals, military bases and corporations.