Samyang Foods Targets Global Pasta Market... Expands Tangle Exports to US and Japan

Brand Video Showcases "Super-Easy Protein Pasta" Concept
Targeting the Market with Chickpea Dried Noodles and Enhanced Protein

Samyang Foods announced on May 29 that it will launch a global marketing campaign titled "Endless Joy of Pasta, Let's Tangle," beginning with the release of a brand video for its global pasta brand, Tangle.

Photo by Samyang Foods

The brand video features an addictive melody as a backdrop and depicts consumers from around the world enjoying Tangle pasta. It highlights scenes such as preparing restaurant-quality pasta at home, stocking up on products in the pantry for convenient meals, and using the pasta as a protein supplement during workouts. Through these scenes, the video emphasizes Tangle's core concept of "super-easy protein pasta." The video is focused on effectively conveying the unique selling points of Tangle products, including the chewy texture characteristic of dried noodles, enhanced protein and dietary fiber content, and quick cooking time.

Samyang Foods launched the Tangle brand last month in response to global trends in health and convenience foods. Tangle is a differentiated pasta product that combines both taste and nutrition.

In the United States, Tangle products were introduced in April through Kroger, a leading distribution channel. Additionally, tasting events were held at 20 Costco Roadshow locations in five regions, including Los Angeles and Texas.

In the Japanese market, "Tangle Garlic Shrimp Pasta," developed to suit local tastes, has been introduced at Don Quijote and Lawson Natural. This product was first unveiled in February at the Supermarket Trade Show, Japan's largest food distribution exhibition.

Samyang Foods is currently expanding exports to China, Europe, and Australia, and is also preparing to enter the Southeast Asian and Middle Eastern markets.

Meanwhile, Tangle is a dried pasta that delivers a soft and chewy texture similar to fresh noodles, achieved through Samyang Foods' proprietary manufacturing method. The use of chickpeas increases the protein and dietary fiber content.