VIETNAM May 2020
Instant Noodle producer brings real meat, vegetables to Vietnamese consumers
As more and more Vietnamese consumers are staying at home and do not eat-out due to the pandemic, Masan Group has recently released a new version of Omachi premium instant noodle with vegetables and 60g of real beef for only Dong 25,000 (US$1.07).
This cheap breakfast meal with a shelf life of 6 months is available in a 153g bowl. It offers consumers the convenience as well as the nutrition they need, which also allows them to stock up during emergencies. In other words, it offers them a ‘rich beef stew sauce noodle with few slices of fragrant beef combined with potato noodles’. It also offers ease of preparation as one only needs to open the lid and take out the various packs containing the noodles and other packages of pre-cooked beef and vegetables, and then pour boiling water and wait for 4 minutes before mixing them thoroughly before consumption.
Masan is the 2nd largest player in the instant noodle market in Vietnam after Acecook. According to Masan 2019 annual report, “for the last 3 years, Masan has focused on premiumising this category by introducing value-added ready to-eat (RTE) meals under the Omachi brand.” The report mentioned that “by combining its seasonings market leader brand Chinsu, innovations in premium noodles and a strong nutritional platform (Ponnie, Heo Cao Boi), Masan has introduced multiple RTE products with varied taste profiles”. Convenience foods delivered 7.2% revenue growth in 2019 vs 2018, due to 25.2% growth in the premium portfolio.
Omachi has previously launched Omachi 102 beef noodle with pickled vegetable, which resembles the local version of the pickled vegetable beef noodle popular in China.



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