Innovative flavourings have become the key to success in the Thai instant noodle market, say executives of Thai Preserved Food Factory Co, makers of Wai Wai noodles, the Bangkok Post reports.
"We may not be the market leader, but we are the leader in flavours," said marketing manager Suchai Tuntiyasawatdikul, citing the company's new minced pork tom yam flavour as an example.
This new product was selling 15 million packages per month, exceeding earlier projections of 10 million, he said.
Saha Pathanapibul Plc, the distributor of Mama and Nissin instant noodles, takes issue with Suchai's claim of being a flavouring pioneer.
Nissin cup noodles were the first to feature minced pork tom yam, said Surat Ketrattanakul, division manager for the Thai market.
However, Suchai said sales of all Wai Wai products in the first five months of this year grew year-on-year by 12 per cent, outpacing the industry growth rate of 7 per cent.
The company expects total sales growth of 12-15 per cent this year, up from earlier projections of 10 per cent.
Two more new flavours to be introduced in the second half of the year are expected to help the cause.
In contrast, Surat said Mama sales grew by 5 per cent in the first five months of this year but he expected 10 per cent growth for the whole year.
Flavourings may well be the key to success but marketing helps the cause.
Saha Pathanapibul announced that it will spend 380 million baht (US$ 8.4 million) on advertising and promotion this year.
The total instant noodle industry is worth about 8.2 billion baht ($ 181 million) a year.
Mama claims a 60 per cent share, Wai Wai 21 per cent and Yum Yum 13 per cent, with the balance held by smaller brands.