CG Foods, the producer of India’s third-largest instant noodles brand Wai Wai, will reduce the salt content in select variants of its noodles by 10% to 25% starting next quarter. This initiative marks the first time the company has made such a change, according to Manvendra Amber Shukla, the global CEO of CG Foods, which is owned by the Nepal-based CG Corp Global.
This decision comes amid tighter regulations and heightened scrutiny on packaged foods.
“The government’s regulatory efforts are indeed appreciated; they benefit consumers and contribute positively to the ecosystem, highlighting the shared responsibility of all organizations toward consumer welfare,” he said.
Phased Approach to Salt Reduction
The salt reduction process will begin with the spicier packs of Wai Wai, according to Shukla. “In India, starting next quarter, we will initiate the first phase of salt reduction by 10%, beginning with our spicy noodles. As we progress, we plan to reduce salt by up to 25% in other variants of our portfolio,” he said. Additionally, the group is working on introducing healthier options such as millet noodles and renewing its focus on atta noodles.
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Wai Wai was officially launched in India two decades ago by CG Foods, owned by Nepalese billionaire Binod Chaudhary. Before that, the brand was imported.
Growth Targets and Market Expansion Strategy
Shukla stated that in the financial year 2024-25, the group is aiming for 15% growth by focusing on larger packs of INR 15 and above and expanding beyond its core geographies such as the Northeast. “We hold a leadership position in some segments in the Northeast; we want to extend this leadership to other parts of the country, such as the Hindi heartland and the western regions where our presence is currently weaker,” he said.
Wai Wai competes in the instant noodles category with the market leader, Nestle’s Maggi, followed by ITC’s Sunfeast Yippee.