Lee Kum Kee enters noodle category with new Plain Noodle range
The noodles are currently available in Sainsbury’s stores and on Amazon, in 180g and 360g pack sizes.
UK – Lee Kum Kee, the globally renowned Asian sauces and condiments brand, is expanding into the UK noodles market with its first-ever Plain Noodle range.
This expansion marks a significant milestone for the company, which has long been celebrated for its premium soy sauces, oyster sauces, and cooking condiments.
Launched in October 2025, the new line includes four authentic Asian-style varieties: Egg Noodles, Ramen Noodles, Knife-Cut Noodles, and 4-Flavour Noodles.
This marks a significant diversification for the brand, aiming to bring premium-quality noodles that combine traditional handmade texture and taste with modern convenience to UK consumers.
The noodles cater to a growing demand for authentic Asian ingredients in the UK, driven by increased exposure to Asian cuisine through chefs, restaurants, and social media trends.
According to research cited by Lee Kum Kee, 82% of UK consumers want supermarkets to offer a broader range of international food products.
The new noodle range is aiming to fill a gap in the market where quality plain noodles were largely lacking on supermarket shelves, compelling shoppers to settle for lesser options.
The four noodle varieties strike a balance between the bounce and bite of hand-crafted noodles and the convenience of ambient storage, with quick cooking times; three varieties are ready in under three minutes, while the Knife-Cut Noodles take five minutes.
This focus on speed and texture addresses modern consumer preferences for quick, easy-to-prepare meals without compromising on authenticity and quality.
Shuang Cheng, Director of Convenience Foods for Lee Kum Kee Europe, emphasized the brand’s pride in its heritage alongside its innovation-driven mission.
She noted the commitment to delivering high-quality kitchen staples for every step of recipes and highlighted that by launching these noodles, Lee Kum Kee is elevating everyday cooking experiences for UK consumers.
The noodles are currently available in Sainsbury’s stores and on Amazon, in 180g and 360g pack sizes.
Looking ahead, Lee Kum Kee plans to expand the range with noodle kits, pairing the plain noodles with specially crafted sauces, set for launch in November, further enhancing convenience and variety for consumers.
This move into noodles aligns with broader trends of growth and transformation in the Asian food and noodle categories within the UK grocery sector, positioning Lee Kum Kee as a leading brand that combines tradition, quality, and innovation to meet evolving consumer tastes and market opportunities.
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