General Mills enters ramen noodles with Old El Paso and Totino’s

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Dive Brief:

• General Mills is launching its first ramen products that include two of its brands, Old El Paso and Totino’s.
• The ramen noodles will be available in two Old El Paso flavors, Fajita and Beef Birria. There also is a pair using the Totino’s brand, Cheese Pizza and Buffalo-Style Chicken Pizza. The product will debut at Walmart in April.
• The offerings come as demand for the noodle-filled comfort food continues to grow due to its low cost, new flavors and convenience. The Ramen noodles market, valued at $58 billion in 2023, is forecast to reach $94 billion by 2022, according to MarketResearch.

Dive Insight:

Consumption of ramen noodles soared during the pandemic, and they remain a popular food for consumers who are looking for an easy and cost-effective meal option. Ramen noodles are especially popular among Gen Z and other younger consumers who enjoy adding gourmet ingredients such as Kewpie mayonnaise and dumplings to the dish.

The decision to tap into Old El Paso and Totino’s allows General Mills to enter the crowded ramen category dominated by Nissin Foods with offerings that have instant brand recognition and provide a unique twist on comfort food. The new products also have a unique flavor profile — pizza with Totino’s and Tex-Mex with Old El Paso — that provide variety to the instant noodle aisle while separating them from other products on the market.

At the same time, it helps increase exposure for two of General Mills' biggest brands by bringing them into new sections of the grocery store. General Mills estimated 43% of Totino’s consumers buy ramen products while 70% of Old El Paso buyers expressed an interest in purchasing ramen concepts. 

“We know our fans are constantly looking for exciting new ways to enjoy their favorite flavors,” MC Comings, vice president, business unit director at General Mills, said in a statement.