General Mills ventures into instant noodle market with Totino’s, Old El Paso ramen
USA – General Mills has announced that its first ramen noodles will debut at Walmart in April, featuring two of its well-known brands: Old El Paso and Totino’s.
Old El Paso is General Mills’ brand of Tex-Mex-style foods, a regional American cuisine that originates from the culinary creations of the Tejano people, while Totino’s is a brand of frozen pizza products owned by General Mills.
Fans of Totino’s can look forward to ramen noodles in two flavors: cheese and Buffalo-style chicken pizza. For those who enjoy Tex-Mex, the Old El Paso brand will offer fajita ramen and beef birria flavors.
The flavor descriptions are as follows: Old El Paso Ramen Noodles – Fajita: A rich, smoky blend of bell peppers, onions, and cumin in a hearty chicken broth. Old El Paso Ramen Noodles – Beef Birria: Slow-cooked beef flavor with a perfect balance of spice and umami.
Totino’s Ramen Noodles – Cheese Pizza: All the classic cheesy, tomatoey goodness of Totino’s, now in noodle form. Totino’s Ramen Noodles – Buffalo-Style Chicken Pizza: A spicy and tangy mix of buffalo sauce, chicken, and cheese for a bold twist.
This launch comes as demand for noodle-filled comfort food continues to rise due to its affordability, new flavors, and convenience. According to MarketResearch, the ramen noodles market, valued at US$58 billion in 2023, is projected to reach US$94 billion by 2033.
Ramen consumption soared during the COVID-19 pandemic and remains a popular choice for consumers seeking easy and cost-effective meal options.
The dish is particularly favoured by Gen Z and younger consumers who enjoy adding gourmet ingredients, such as Kewpie mayonnaise and dumplings.
By introducing ramen products under the Old El Paso and Totino’s brands, General Mills is entering a competitive market dominated by Nissin Foods, leveraging its existing brand recognition to provide a unique take on comfort food.
The new products’ distinct flavor profiles, pizza inspired from Totino’s and Tex-Mex from Old El Paso, add variety to the instant noodle aisle and differentiate them from other market offerings.
Additionally, this strategy helps increase visibility for two of General Mills’ largest brands by placing them in new sections of grocery stores.
General Mills estimates that 43% of Totino’s consumers also buy ramen products, while 70% of Old El Paso purchasers have expressed interest in ramen concepts.
“We know our fans are constantly looking for exciting new ways to enjoy their favorite flavors. Imagine the melty, saucy vibes of Totino’s Pizza Rolls combined with the brothy goodness of ramen. And for those who prefer Tex-Mex, Old El Paso offers bold, spicy flavors that will awaken your taste buds,” stated MC Comings, vice president and business unit director at General Mills.
The company noted that TikTok played a role in inspiring this unique combination of foods, as the app boasts over 174 million posts featuring creative instant ramen mashups.
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