Japan's Nissin shifts gears in U.S. with $2 premium noodles

Cup Noodles parent breaks from rival Maruchan with focus on higher price points

Retailing for around $3 each, Cup Noodles Stir Fry is part of Nissin's strategy to target higher price points in the U.S. (Photo by Nikkei)

YUME NAMEKATA, Nikkei staff writer

September 11, 2024 05:55 JST

TOKYO -- After struggling with an intense U.S. price war over instant noodles, Nissin Foods Holdings is turning its focus to premium products priced near the $2 mark in a bid to expand profits in the critical market.

Nissin's Cup Noodles Stir Fry sells for around $3 at one convenience store near San Francisco. Launched in the U.S. in fiscal 2019, the product is a soupless alternative to conventional Cup Noodles.