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Pot noodles : an instant success for a quick feed in Myanmar

1351 Myanmar Times
No time for breakfast? How about lunch? Life on the run can take its toll. Some think the answer lies in a pot.
Pot noodles, that is. In the realm of fast food, we in this country may not have taken to burgers and fries, or pizza as much as some western countries have. But the traditional Asian-and Myanmar dish of noodles lends itself to fast service as much as any foreign dish.
According to research, the most popular fast foods in our country are instant noodles and vermicelli. Being not only quick and easy to prepare, but also cheap, they have many a time helped me start my day.
After all, what could be more convenient? A kettle of boiling water, a three-minute wait, and when you're done, just pop the empty pot into the bin. Voila breakfast.
Instant noodles first arrived in our local market in 1995. By 1997, local industries could produce them. As their popularity grew, so did the number of noodle-related industries here.
Nowadays, packages of noodles and vermicelli are produced in Hlaing Thar yar and Shwe Pyi Thar industrial zones. The dominant brands are Mama, Yum Yum and Mamee. These product have a high market share in our country and plans are being made to export them.
"Our factory was founded in July 2004. We offer eight flavours, including sour soup shrimp, chicken, and coconut creamy to fit local tastes. As we focus on the local market, we attempt to give a traditional flavour. And we use local ingredients mostly only the spices are imported from Thailand," U Kaung Naing Soe, a general manager with MaMa Noodle Industry told The Myanmar Times.
"Our noodle are packed systematically and receive a health commendation. We offer various flavours to reflect traditional dishes. The valid period for our products is more than six months, though we display them only for three months. We want to offer tasty and hygienic products," he said.
Instant noodles are also cheaper than our traditional breakfast, mohinga, rice noodles in gravy, with one packet going for about K 100 or K 150, and cup noodles for about K350.
According to market research, consumption of instant noodles in Yangon has leaped by 30 percent in the last few years, and by 20 pc outside the city, and is expected to rise further next year. According to U Hla Min, marketing manager of Myanmar Mamee Double Decker, their company conducts quality control at the Research and Development Department in Malaysia. Instant they may be, but those pot noodles look set to stay.

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