“As the many TikTok fans will attest, the right toppings – like nori and chilli oil – can elevate even the humblest noodle bowl, adding texture, flavour and extra nutrients.”
Sales of instant noodles up as former bad-boy snack turns classy
A TikTok trend for garnishing ramen noodles has turned yesterday’s post-pub last resort into today’s desirable dish
With their bad-taste adverts and laddish branding, instant noodles were once a mainstay for lazy bachelors who needed a quick post-pub fix.
Now they are back in the limelight – but with a gourmet makeover spurred by a social media trend. Supermarket sales and search data show instant noodles are once again becoming a cupboard staple, this time with a few “fancy” additions.
Rather than the Pot Noodles and Super Noodles preferred in the 1990s and early 2000s, ramen noodles are now taking centre stage after being marketed to gen Z as more authentic.
The TikTok trend that has seemingly helped spur the rise in their popularity, is the notion of “making them fancy”: adding extra ingredients which – shock horror – might even add further nutritional benefits.
- Sales of instant noodles have risen by 50% year on year on Ocado’s website, while searches for ramen noodles have jumped by 35%.
- Chilli oil searches on Ocado have increased by 48%,
- Crispy onions are up 27% and
- Seaweed about 20% in September this year, in comparison with 2023.
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