The Noodles category is a highly misunderstood one. The general perception of the instant-noodles’ customer is that they are looking for low prices and a filling meal, without interest in product quality. However, customers have demonstrated at various times over the last 20 years that their purchasing decision is based on flavor and quality. At maxiaNET we have this very clear.
When JML presented us with the challenge of introducing their instant noodles in Latin America, we knew they required a strategy where product and brand innovation would fuel a successful new supply chain.