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Photo courtesy Tat Hui Foods
Opinions expressed by Digital Journal contributors are their own.
“Staying relevant in the instant food world is just as dependent on innovations as it is on speed,” declares Shiang Lim, Product and Marketing Director at Tat Hui Foods, the parent company of the Singapore-based brand KOKA. Her words bear truth and set the tone for the narrative of the instant food landscape in 2023.
Once upon a time, instant food symbolized a desperate, hurried dinner. Today, the likes of KOKA are leading a veritable revolution in the sector, turning what was once a distress snack into a quick, appetizing meal and, to many noodle fans, an indispensable comfort food.
Overhauling Instant Food Stereotypes
“We are not just filling your stomach anymore,” Lim states. She is confident that KOKA’s fast ascent in a market infamous for its association with unhealthy, additives-heavy meals can transform the industry’s perception. “We aspire to provide a healthier, and most significantly, enjoyable snacking and dining experience, all within just a few minutes.”
It appears that KOKA’s formula is a sure-fire winner. The brand saw an impressive 30% growth in worldwide sales in 2023, outpacing the industry’s average 6% increase. This achievement proves their commitment to creating a range of products free from artificial coloring, preservatives, and trans fats, while offering a multitude of mouth-watering flavors from different corners of the globe.
Approaching Success with Authentic Flavors
According to Lim, the secret behind KOKA’s success is its focus on ‘authentic flavors.’ She says, “We bring the world to your dining table. With our range, you can go from the spicy tang of Thai tom yum to the rich, savory Singapore Laksa, all from the comfort of your home.”
However, food critics like Anthony Dale voice his skepticism, “The authenticity of some regional cuisines cannot be fully replicated in an instant noodle format.”
Even amid occasional doubts, KOKA’s rise in popularity is undeniable. The brand has seen a substantial 40% surge in sales in the EU market–a region traditionally resistant to instant noodles–in 2023 alone.
A Flavorful Future on the Horizon
Industry experts project that the worldwide instant noodles market, currently valued at $45.67 billion in 2023, will grow at a CAGR of 5.2% from 2023 to 2028. Considering KOKA’s sustained momentum and dedication to flavor fusion and healthier options, such as its latest award-winning multigrain baked noodles, it is poised to capture a larger market share in the coming years.
The vision for KOKA’s future is clear. Lim shares, “Over the next five years, we plan to expand our range portfolio further, exploring more culinary landscapes with a focus on health and wellness. We will persist in challenging the status quo, providing our customers a gastronomic experience transcending borders.”
A Parting Thought
She concludes with a profound observation, “Our ultimate aim is to turn the simple enjoyment of instant noodles into an immersive, global experience. It’s the guiding spirit that has fuelled KOKA’s growth to date, and it’s the same spirit that we’ll carry forward.”
And carry forward they will. As the currents continuously change the instant food industry, there’s no denying that the brand’s unyielding commitment to innovation and quality makes it an industry trendsetter. Soon, the world will witness how KOKA will maintain its current momentum. But for now, they have indeed redefined what ‘instant’ means in the context of balancing needs for health and convenience and, along the way, broken the instant noodle stereotype.
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