Mamee Double-Decker is going for gold with its Mamee Chef franchise. The new products are Mi Kari Seribu Rasa (Curry Noodle with One Thousand Taste) and Bihun Kari Seribu Rasa (Curry Vermicelli with One Thousand Taste). I only heard about this on the air wave and hasn’t seen the actual product.
Mamee is continuing with premiumisation with the new Mamee Chef Gold. This is understandable since value is the key driver. We see a similar trend in China. How much more instant noodles can one eat. With rising income and higher expectation on quality and taste, naturally, consumers are willing to pay more to enjoy better quality instant noodle. The premiumisation approach will continue to shape the instant noodle sector in Malaysia in the future.
