Ramen isnât the first food to come to mind when you think of sweet treats. Cup Noodles is trying to change that â with a new sâmores-flavoured instant ramen.
The limited-edition offering combines microwavable noodles with a sauce-based flavour blend of chocolate, marshmallow and graham crackers, plus additional mini marshmallows to sprinkle on top. The result: a sweet and gooey dessert you can prepare in just five minutes.
While this marks Cup Noodlesâ first foray into dessert territory, the noodle maker is no stranger to non-traditional ramen pairings. âCup Noodles Campfire Sâmoresâ is the latest in a series of seasonal flavours aimed at shaking up how consumers perceive the brand.
Parent company Nissin will sell the US$1.18 soup online and at Walmart stores nationally while supplies last.
But a cheap image is one of the challenges facing Cup Noodles, said GlobalData retail analyst Neil Saunders,
He sees the brandâs experiments with unconventional combinations as an attempt to elevate its products and expand the occasions when a consumer might choose to eat ramen.
âItâs positioned as being something thatâs quite interesting and novel, not just a boring thing youâd buy because youâre on a budget,â Saunders said.
Nissin Foods USA Senior VP of Marketing Priscila Stanton pointed to previous limited offerings as Cup Noodlesâ efforts to expand beyond a âpantry staple.â That lineup of flavours includes Pumpkin Spice, Everything Bagel and Breakfast (a mixture of the classic breakfast combination of maple syrup pancakes, sausage and eggs).
âRamen is eaten at all parts of the day during all times,â she said. âWe believe that ramen can play in all of these different areas, and sweet is definitely one of those areas that weâve had some success in.â
S'mores season
With summer season in full swing, thereâs been no shortage of sâmores flavoured snacks. Brands like Oreo, Pop Tarts and Goldfish have debuted their own renditions of the beloved campfire treat.
Despite the saturated sâmores market, Saunders sees Cup Noodles as occupying a unique position that could get people talking because of ramenâs association with traditionally savory flavours.
âIt shakes things up in the consumerâs mind,â he said. âWhen itâs sweet, itâs odd, but that actually adds to the âletâs taste this and see what itâs likeâ factor.â
Nissin sees the main opportunity among Gen Z and millennials.
Stanton says younger buyers tend to be more playful with their tastes, adding that the sâmores flavour appeals to the connection between food and childhood memories.
âWe believe this nostalgic flavour is going to start a lot of conversations and get people to remember those campfire moments that they had growing up or are still having,â she said.
Saunders doesnât see the sâmores trend ending anytime soon. The snackâs seasonality gives it staying power, he said, comparing it to the recurring pumpkin spice craze in the fall.
âI think the sâmores thing is here to stay because it is a very embedded part of consumer culture,â he said. âIt is one of those things thatâs a very well-established part of the consumption calendar.â