Cold water cup noodles sell out in Japan as surprise summer hit

Nissin Foods Holdings, the inventor of instant noodles, has launched a surprising new hit product: cup noodles designed to be prepared with cold water. The innovative meal, offered in Spicy Kimchi and Chicken Salt Lemon flavors, has seen its initial supplies completely sell out just one week after its July 20 release, significantly faster than the one to two months the company had anticipated.

This unexpected success highlights Nissin's continued ability to innovate within Japan's highly competitive instant noodle market, where it holds nearly half the share. The company, known for its rivalry with Toyo Suisan Kaisha and Sanyo Foods, has found a novel way to engage consumers with a familiar convenience food.

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Nissin is accelerating the launch of innovative products and flavours tailored to increasingly diverse food cultures and focusing on balanced distribution across multiple channels.

Developed over five years, the Cold Cup Noodle addresses a growing consumer desire for cool food options during Japan's hot summers. Unlike traditional instant noodles that require hot water, this new product can be consumed after just five minutes of preparation. The noodles are described as smooth yet firm, thanks to a patented process.

The product has gained significant traction on social media, with influencers experimenting with different liquids for rehydration and sharing their experiences. The craze has even extended to Hong Kong, where a special sales event saw long queues. A Nissin spokesperson indicated that the company is considering future steps based on the product's performance, including potential increases in production, year-round sales, or new flavor introductions.

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The company provides this added value through launching unique products instead of engaging in price competition.