INSTANT NOODLES 'ALWAYS' THE CHOICE OF MANY

By Nur Firdaus Abdul Rahim

KUALA LUMPUR, May 25 (Bernama) -- Whenever the phrase instant noodles is
mentioned, the various creative and 'ear-catching' slogans concerning this food
on television may appear in the minds of many.

Many among the society are in the opinion that despite the numerous
delightful and exotic dishes available from the various communities, there is no
doubt that instant noodles is the preference of many eventhough consumed only
once a month.

What is the 'tasty' secret behind the ingredients of the food that
originated from the land of the rising sun which turned into a favourite snack
among children and adults alike in this country?

INSTANT NOODLES REMAIN THE FAVOURITE

Nestle Products Sdn Bhd's executive director (Food Business Unit) Izham
Mohamed said last year alone, Malaysians consumed 1.2 billion packets of instant
noodles.

That is an average of 38 packets per person in the Peninsula and 44 packets
per an individual in Sabah and Sarawak, two East Malaysia states.

Izham said it was not easy to retain instant noodles as a favourite dish
among the public as there was a lot of competition.

He said an important aspect that should be considered by makers of instant
noodles in order to maintain the snack as a favourite food with many is
'innovation' concerning this product.

"Improvements and innovations are crucial to maintain the growth of the
instant noodles industry in the long run. As the makers of instant noodles, we
must be innovative.

"Like creating new flavours, improving the nutritional value of instant
noodles and providing quality products for consumers," he said at the
recently-held World Instant Noodles Association (WINA) Conference here.

Intant noodles producers should also ensure that the extra costs incurred in
production should not be passed to the consumers.

"This is so as the cheap price is actually the major factor that draws the
public to instant noodles," said Izham.

GLOBAL FOOD

Izham said the snack is increasingly becoming popular worldwide and moving
towards WINA's aspiration of making instant noodles the world's future staple
diet just like rice and bread.

This statement was supported by WINA chairman Koki Ando.

He said the instant noodles success in the world now is valued at US$25
billion.

"Consumption of instant noodles is expected to reach 100 billion servings
within the next two or three years as compared to 92 billion servings last
year," he said at the same conference.

Ando said instant noodles can now be categorised as a global snack as it is
safe in terms of long shelf life and can be easily moved anywhere. Ando is the
chief executive officer of Nissin Foods Holdings Co. Ltd. from Japan and the son
of instant noodle's creator, Momofuku Ando.

Meanwhile WINA deputy chief executive Norio Sakurai explained that based on
the 93.6 billion servings of instant noodles worldwide in 2008 alone, there is a
strong base to turn this snack into a staple food in the world.

"Consumption of instant noodles is expected to reach 100 billion servings
in the next two or three years coupled with the emergence of new markets such as
Ukraine, Nigeria and Russia," he said.

CHALLENGES

Despite being seen as an industry with bright future, instant noodles too
are not free from trials and tribulations that have to be faced by the
producers.

Among these challenges is the use of sodium (salt) that has given rise to
claims that the snack is unhealthy.

"Reducing the sodium content of isntant noodles is the latest challenge that
the industry is facing...we cannot reduce this salt content drastically but can
do it in stages," Ando said.

For the country's top instant noodles producer, Nestle, Izham
said the company has reduced the sodium content in its instant noodles by some
15 per cent in the last five years.

However feedback showed that some consumers complained that the move had
reduced the quality of the product's taste and this forced Nestle to lower the
salt content by only five per cent a year.

"Instant noodls can now be said to be as good as rice and pasta and it could
be nutritious if added with protein and vegetables," he said.

ASSISTING PEOPLE

The inaugural WINA Conference held here on April 21-22 at the Kuala Lumpur
Convention Centre (KLCC) drew the participation of 120 delegates.

At this two-day conference, experts discused matters related to the economy,
diet, environment, technical and social impacts of instant noodles in the world.

Among the countries that took part in the conference are Russia, Brazil,
Vietnam, Philippines, Indonesia, Japan, South Korea, Thailand, Taiwan, China,
India and host Malaysia.

Ando, when talking on the social impact caused by instant noodles, said
since 2004 WINA's Disaster Fund had contributed 1.8 million servings of instant
noodles to victims of disasters worldwide.

He said WINA had also established Food Safety Research Fund to study any
potential ill effects from the snack and to look for more effective solutions in
terms of energy and ecology in the food chain.

"These are among the efforts and commitments as well as the social
responsibility of WINA that wants to help people in the world particularly the
poor for them not to experience starvation and enjoy food just like the others,"
he said.

He also urged WINA members to return to the basic principles of instant
noodles that are delicious and nutritious, hygienic and safe for consumption,
long shelf life and affordable for all.

-- BERNAMA



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