Nongshim Applies 30 Years of Fresh Noodle Expertise
Chewy Texture of Flat Fresh Noodles
Harmonized with Spicy and Sweet Flavors
Nongshim has launched a new product under its 'Saengsaeng' brand, 'Saengsaeng Flat Tteokbokki Noodles,' for the first time in 17 years.
'Saengsaeng Flat Tteokbokki Noodles' feature the chewy texture of flat fresh noodles, developed using Nongshim's fresh noodle technology accumulated over the past 30 years. This unique texture harmonizes with the spicy and sweet flavors of snack bar-style tteokbokki. The sauce is made with gochujang, anchovies, and fish cake broth, while a finishing powder blend of parsley and roasted black sesame adds a savory aroma and a delightful crunch.
Nongshim's 'Saengsaeng' brand began in 1995 with the launch of 'Saengsaeng Udon.' From the outset, Saengsaeng Udon gained popularity for its authentic katsuobushi broth and the distinctive chewiness of fresh noodles, faithfully capturing the taste of traditional udon. Within Nongshim, the 'Saengsaeng' brand is referred to as the 'hidden champion.' This is because, even behind mega-brands like Shin Ramyun and Chapagetti, it has consistently maintained its position and built a loyal consumer base as a steady seller. In fact, the 'Saengsaeng' brand has recorded stable annual sales of over 20 billion won, forming a dedicated fan base that remains unaffected by changing consumer trends or fads.
Looking ahead, Nongshim plans to leverage its fresh noodle technology and the brand's authenticity to strengthen promotions for the 'Saengsaeng' brand not only in Korea but also in overseas markets, while continuing to introduce a variety of new products featuring fresh noodles in different flavor profiles. A Nongshim representative stated, "We expect the new 'Saengsaeng Flat Tteokbokki Noodles' to become a new growth engine for the Saengsaeng brand," adding, "We will continue to enhance our market competitiveness through differentiated products."
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