Wai Wai Noodles: A Flavorful 2024

Strategic launch of 3 new flavors driven by Bollywood star Ayushmann Khurrana as the brand ambassador

Over 2.8 billion packs sold globally till now

Manufacturing facilities in India, Bangladesh, Serbia, Kazakhstan, and Egypt

Serving noodle lovers in over 30 countries across Asia, Europe, and Africa

In 2024, Wai Wai Noodles introduced three bold and irresistible flavors, setting the stage for an exciting culinary journey. This underlined its position as a major market player in the highly competitive instant noodle segment. Known for its innovative approach and commitment to satisfying diverse taste preferences, Wai Wai is redefining the instant noodle experience again. The new offerings promise to cater to evolving consumer palates, blending authentic ingredients with creative recipes to deliver flavor in every bite.

The Flavorful Innovations of 2024:

Dynamite Range Super Spicy Korean Noodles: Positioned as “Jitna Spicy, Utna Tasty” and bringing the heat and intensity of authentic Korean cuisine, these Korean-inspired noodles have lived up to their explosive name with a truly spicy taste and have received enthusiastic response from noodle lovers. This was a strategic launch as ‘Spicy Korean’ is the fastest-growing segment in the noodles category.

Dynamite Noodles with authentic Korean taste come in 4 flavors:

Extra Spicy Chicken

Korean Chili

Sichuan Pepper

Himalayan Hot Chicken

Xpress Cheese Range: These cheesy delights are aptly positioned as “Cheese Me Noodles, Ya Noodles Me Cheese” as they contain cheese in seasoning and the noodle cake. This noodle range, fast gaining popularity, is available in 4 yummy and cheese-rich flavors:

Cheese Chilli: Cheesy with a high chili note

Cheese Pizza: Inspired by the classic, delicious flavor of pizza and infused with aromatic oregano

Just Cheese: Crafted with a blend of mild spicy chili, the noodle strands are generously loaded with cheese, offering a rich & creamy texture that appeals to kids and cheese enthusiasts alike

Cheese Chicken: A blend of the savory chicken flavor and creamy cheese indulgence, creating universal appeal from teenagers to adults.

Seasoned Masala Noodles (SMN): These are delicious and rich in spices. The SMN noodle cake comes infused with a blend of seasoning that sets it apart. It has double masala and dehydrated vegetables, three additional spices, a taste enhancer, flavored oil, and chili powder. Positioned as “Masale Pe Masala”, SMN is available in two flavors:

Veg Masala

Chicken Masala

Insights from the Leaders:

Varun Chaudhary, Managing Director, CG Corp Global, who is powering Wai Wai’s growth in India and other geographies, is upbeat about the new launches. He says, “We’re a firm believer in offering unique culinary delights to our customers at regular intervals. Endorsed by Ayushmann Khurrana, the new flavors launched in 2024 seek to tap into the vibrant palates of millennials and Gen Z and further establish Wai Wai as an innovative, consumer-centric brand.”

Ayushmann Khurrana shared his excitement about these launches and says, “I am delighted to partner with Wai Wai, a brand distinguished by its dynamic and eclectic product portfolio. Wai Wai’s exceptional range of noodles, designed to cater to a wide array of tastes, preferences, and regional flavors, has struck a big chord with consumers. It’s a brand that consistently lives up to its reputation by offering such a vibrant and diverse selection.”

Viral Trends and Fan Creativity

2024 saw the rise of viral Wai Wai recipes that showcased the brand’s versatility. One notable example was the Potato Wai Wai Noodles recipe, which captured the imagination of millions online. This simple yet mouthwatering dish, featuring sautéed potatoes, chilies, garlic, and a soft-boiled egg mixed with boiled Wai Wai, became an instant social media sensation, garnering over 2 million views across platforms.

These recipes underscored how Wai Wai inspires creativity among its fans, encouraging them to reinvent its products imaginatively. From “noodle salads” to “noodle pizza bases,” Wai Wai once again proved that it is more than an instant meal—a canvas for culinary artistry.

Recognition and Popularity

As part of the CG Corp Global family, Wai Wai maintained its status as a flagship product, drawing widespread acclaim. Wai Wai’s legacy has become a cultural phenomenon, from being a household name in Nepal to winning hearts in India, Bangladesh, and beyond. Its active social media presence enabled deeper connections with consumers, eagerly participating in contests and campaigns throughout the year.

Building on Tradition, Innovating for the Future: Looking Ahead to 2025

While Wai Wai celebrates its incredible achievements in 2024, it also looks forward to the future with a commitment to innovation and sustainability. The brand plans to focus on:

Expanding into new markets and reaching untouched demographics

Launching healthier, more sustainable options for health-conscious consumers

Continuing its support to local communities through meaningful employment