FOLLOWING in the footsteps of Popeyes and Shake Shack, instant ramen giant Cup Noodles is tapping into the pickle-flavour trend.
The brand has released a new dill pickle version, combining classic ramen noodles with the tangy, sour punch of pickles, all in a convenient microwavable cup.
The new Cup Noodles Dill Pickle flavour, launching in the UK on June 21, comes at a time when pickle-flavoured foods are all the rage[/caption]
The trend has taken over social media, with restaurants like Popeyes and Shake Shack making pickle-infused items a menu staple[/caption]
The brand has released a new dill pickle version,[/caption]
The new Cup Noodles Dill Pickle flavour, launching in the UK on June 21, comes at a time when pickle-flavoured foods are all the rage.
The trend has taken over social media, with restaurants like Popeyes and Shake Shack making pickle-infused items a menu staple.
Priscila Stanton, senior vice president of marketing for Nissin Foods USA, believes that Gen Z and young millennials are especially driving the craze.
“Dill pickle is having a moment, especially with Gen Z and the young millennial audience,” Stanton told CNN.
“With Cup Noodles, it’s such a perfect fit. We have the savouriness of our distinctive flavours and then matching that up with this briny, a little bit of a sour taste and some notes of dill.”
The Cup Noodles Dill Pickle flavour, described as “fabulous” by Stanton, does push the boundaries of their traditional offerings, which have long been focused on chicken and vegetable soups.
But, as Stanton notes, it’s all part of Nissin’s strategy to tap into the growing popularity of pickle-infused foods.
The explosion of pickle-flavoured products in recent years has been driven by both the bold, adaptable flavour of pickles and social media’s role in amplifying trends.
Sally Lyons Wyatt, global executive vice president at market research firm Circana, explains that the familiar and beloved taste of pickles encourages consumers to try new pickle-flavoured options.
“The bold and tangy taste of a pickle can be made sweet or spicy in a number of foods,” Wyatt explained.
“It’s a familiar and favourite flavour to many, so consumers may be more apt to try something with pickle flavour.
There is also influencing from social media that helps drive exposure and excitement.”
Pickle-related online chatter surged by nearly 12 per cent, while new pickle-themed menu items grew by 8 per cent last year, according to Tastewise data.
Cup Noodles Dill Pickle will be available for $1.17 at select Walmart and Albertsons stores and online for a limited time, beginning June 21.
This new flavour is part of Nissin’s broader strategy to increase its limited-time offerings, which have previously included breakfast, s’mores, and pumpkin-flavoured ramen.
Stanton says the company hopes to release up to four special editions annually, although Japan sees hundreds of new flavours each year.
The success of these limited releases, alongside their permanent offerings, contributed to Nissin’s 20 per cent revenue growth in the Americas last year.
The packaged ramen category overall has been growing for four consecutive years, with a nearly 7 per cent rise in 2024, driven in part by TikTok trends and inflation.
“Ramen provides an economical option for consumers that not only provides an affordable price, but also a variety of flavours to appeal to a broad consumer set,” said Wyatt.
The global demand for ramen continues to rise, with new entrants like Nestlé’s Maggi noodles targeting younger, multicultural consumers with flavours like Indian masala, Korean spicy BBQ, and Chinese spicy garlic.
“The demand for global flavours is booming in the US,” said Nelson Pena, president of Nestlé’s global culinary kitchen.
“The younger consumer is looking to explore cuisine and travel around the world through what they eat.”
The explosion of pickle-flavoured products in recent years has been driven by both the bold, adaptable flavour of pickles and social media’s role in amplifying trends[/caption]
