With research showing Australians and New Zealanders alike are embracing foods with heat or spice, family favourite convenience food brand Suimin has launched a range of Korean-style, super spicy instant noodle bowls under the K-Pow! brand.
Hugh McIntosh, marketing manager at Suimin, says the brand’s research on both sides of the Tasman – together with its existing knowledge of noodle consumption trends – showed heat and spice are predominant, high-growth trends.
“The Mintel Flavourscape insights into the Australian instant noodles market confirmed our observations that spice and heat flavours have high growth momentum in the Australian market. Back in 2014, Mintel predicted that the ‘extra spicy’ noodle trend that was taking parts of the Asia Pacific by storm could translate into other countries, and this has definitely proved to be the case with Australia,” explained McIntosh.
“Additionally, Korean cuisine has become an established meal for Australians, inspiring us to create a new, locally adapted, spice-driven instant noodle range,” he told Inside FMCG.
The new product will launch in Australia, with plans to extend into New Zealand very soon.
“We developed K-Pow! to target a wide audience, serving as a sub-range that appeals broadly while resonating strongly with younger consumers seeking new and interesting flavours in their meals and snacks,” explained McIntosh. “This aligns well with Suimin’s long-term broad appeal, providing convenient access for consumers to try Asian-inspired cuisines.”
While the instant noodle market might appear crowded with options, McIntosh is confident the K-Pow! brand will stand out.
“A mouthful of any of the three K-Pow! flavours confirms why K-Pow! stands out in the market. Its bold chicken and beef broth bases are combined with traditional Korean flavours and an unmistakable spice hit, creating a taste that consumers won’t just taste but feel.
“Our irreverent, eye-catching packaging is designed to jump off the shelf, as it delivers on our promise to ‘Light your tastebuds on fire’.”
Other research shows that spicy foods trigger the release of endorphins, creating a feeling of pleasure and happiness, perhaps explaining why younger consumers, particularly, are opting for spicy options.
Suimin is banking on Australians’ growing passion for the so-called K-Wave as it launches a Korean-inspired range.
“Kicking off with ‘Gangnam Style’ by Psy in 2012 and soon followed by K-Pop and K-Drama, it would be hard not to notice that Korean culture, with its blend of ancient traditions and rapid modernisation, has been growing in popularity worldwide for over a decade now,” said McIntosh.
“With 37 per cent of Australian respondents to a survey claiming to have eaten Korean food in the last three months, and a further 41 per cent expressing interest despite not having consumed the cuisine in the preceding three months, we didn’t hesitate to develop this new sub-range to capitalise on this powerful trend.”
But the range is not just for fans of Korean culture.
“Supermarket scan data from IRI provides clear insights into younger shoppers’ over-index purchasing rates of spicy noodles compared to total households. This insight enabled us to create a product that, while having broad appeal, would particularly appeal to this younger demographic,” said McIntosh.
A brand beloved by several generations of Australians, Suimin’s Asian-inspired instant noodles deliver a convenient meal or snack at any time of the day.
The new K-Pow! range comes in three flavours, all in 105gm bowls with a recommended price of $4 and sold through Coles, Woolworths and independent retailers nationwide:
- Flaming Cheesy Chicken, with a creamy, cheesy chicken flavour.
- Flaming Chicken offers a fiery twist on the classic chicken noodles.
- Flaming Beef turns up the heat for those who like beef noodles.
The launch will be supported by above-the-line promotions across YouTube and social media, and Suimin will partner with influencers to generate awareness for the new range and invite consumers to trial.
“While some of our plans are still under wraps, I can share that we will engage with dozens of influencers, including two locals with over 100,000 followers, to create engaging TikTok and Instagram content,” concludes McIntosh.
“Our aim is to drive authentic product endorsement and trial with their audiences, as we know that our noodles will not disappoint.”
