Meet The Manufacturer: CG Foods
Interview With CG Foods * Unboxing Of Samples From CG Foods * Wai Wai Quick Masala Curry Instant Noodles *
It’s been a little while since I’ve done a Meet The Manufacturer series and very happy to announce a new one today. CG Foods is from Nepal and this is the first Nepali MTM series! You will get to see my reviews of their products for the next bit of time. With that, let’s start with the interview I conducted in order for you to learn more about the company.
THE RAMEN RATER> Thank you for agreeing to this interview! To start, can you tell my readers about the history of Wai Wai?
CG Foods> Wai Wai’s launch in Nepal was based on a smart observation. A friend of our chairman noticed large shipments of instant noodles arriving on Bangkok–Kathmandu flights in the 1980s. Around that time, noodles, especially Thai noodles, were gaining popularity in Nepal as more locals were traveling abroad and trying new foods. This trend, along with aggressive marketing by existing brands, inspired us to partner with the Thai Preserved Food Factory, which had created the Wai Wai brand in Thailand in 1972. Subsequently, we were able to bring the concept to Nepal, and soon we produced our first brown noodles in 1984. However, we took a different approach. During market research, we recognized a gap in the domestic market for instant noodles that could be enjoyed in multiple ways, such as raw, as a quick snack, or cooked into a meal. So, we aimed to create a convenient, tasty noodle that suits the Nepalese palate. This approach set us apart from the competition. In 2006, we established our first international production line in India. Today, Wai Wai is enjoyed in over 50 countries, and we have active manufacturing plants in India, Nepal, Egypt, Kazakhstan, and Serbia.
TRR> What was the first product you produced?
CG Foods> We launched our first product, classic Wai Wai instant noodle, in Kathmandu in 1984. It was a brown, pre-cooked noodle which included three seasoning sachets. However, what made it instantly popular among consumers was its unique “snack and soup” versatility. It gained us a loyal consumer base instantly and set us apart from competitors.
TRR> Your company is located in Nepal. Can you tell us a little about your country?
CG Foods> The world knows Nepal as the birthplace of Buddha and the home of the mighty Mt. Everest. However, beyond these iconic symbols, we want the world to recognize Nepal as the home of Wai Wai and CG Foods. Our nation is blessed with a rich culture that encompasses vibrant festivals, traditions, spirituality, and delicious cuisines. Above all, the unity among our diverse communities and the hardworking spirit of the locals make the nation an ideal place for global ventures. We are proud of our roots, which is why we have pledged to take Nepal to the world through our entrepreneurial efforts. Fortunately, CG Foods and Wai Wai have offered us the right start to bring our nation to the global stage.
TRR> Can you tell us about the varieties of noodle products you produce?
CG Foods> As a company, we try to ensure that our expanding lineup emphasizes flavour diversity and caters to local tastes. Wai Wai’s current portfolio includes Masala, Chicken, Veg Curry, Jain Masala, Dynamite, various Hakka and Chinese-style noodles, and specialty Korean chili variants. We also offer region-specific flavours to cater to the unique taste palates of different regions. For instance, we have special flavours such as our premium range of spicy instant noodles Akbare, Dynamite, and Pyro tailored for the Northeast Indian market. These premium variants are curated using popular local chillies such as Dalle Khursani and Bhut Jolokia and stand true to the regional love for hot and spicy flavours.
TRR> Do people eat your noodles dry as well as cooked?
CG Foods> Yes, Wai Wai noodles can be enjoyed straight out of the pack, cooked, or incorporated into recipes. Our pre-cooked noodles can be eaten straight from the pack as a crisp snack, or cooked with water for a warm, soupy meal. This versatility has made our noodles popular among youth, travellers, and anyone who prefers a wholesome on-the-go meal.
TRR> How many noodle products do you produce every year?
CG Foods> We produce over 3 billion packets annually to meet consumer demands. And, in India alone, we sell over a billion packets annually. In fact, currently, we are the third largest and fastest growing instant noodles brand in India. Additionally, our 200–250 SKUs offer a glimpse into our diverse product portfolio.
TRR> How does your noodle making process differ from other instant noodle manufacturers?
CG Foods> At CG Foods, we follow a distinct process because our noodles are steamed, seasoned, and fried. This triple-process helps retain noodles’ taste and crunchiness when dry, but also speeds up preparation when cooked. In addition, our noodles deliver a signature taste and texture, which make Wai Wai both a snack and a comfort meal.
TRR> Are noodles the only products you make?
CG Foods> We started as a single-product flagship brand, but our goal is to become a diversified food business company. To achieve this goal, we are continuously innovating and expanding our product categories. Apart from noodles, we currently produce pasta, sauces, tastemakers, bhujia, and other snack and savoury products to serve a wider customer base.
TRR> A lot of people are concerned with their sodium intake. How would you recommend people enjoy your product as part of a healthy meal?
CG Foods> At CG Foods, we prioritize seeking consumer feedback and implementing it in our processes. That’s why after factoring in the growing sense of health consciousness among our loyal customer base, we are reducing salt content by 10–25% in Wai Wai noodles. We are also innovating products that integrate healthier noodles and ingredients. In addition, through our marketing efforts, we are encouraging consumers to add more vegetables and lean protein to prepare a bowl of wholesome and balanced meals.
TRR> When your company decides to produce a new product, what is the process of selecting a new Flavor?
CG Foods> Our decision to launch a new product or flavour is typically guided by months of market research, studying global trends, and understanding the difference in regional taste preferences. Based on our findings, we conduct controlled trials and introduce new flavours that remain true to our quality and taste standards.
As I mentioned earlier, feedback plays an important role in shaping our innovations. We usually test our new products with a focused group of consumers and gather their feedback to understand how our consumers can react.
TRR> Are there any new products coming soon?
CG Foods> We are expanding our product portfolio to meet emerging trends and global tastes. Recently, we launched new premium products in Northeast India, including larger 50g Mama Bhujia Hot & Spicy Chicken packs in response to consumers’ demand for more satisfying portions. We also introduced Akbare Cup Noodles in a more convenient cup noodles format to offer greater convenience and target premium segments.
TRR> In what countries are your products popular? Do people enjoy them differently in different places?
CG Foods> Wai Wai noodles are quite popular in Nepal and India and are gaining traction in Southeast Asia, the Middle East, and Africa. However, I mentioned earlier, Wai Wai noodles preparation varies internationally. Some consumers enjoy it dry, others as soup, and many add local spices or veggies for unique regional twists. Take for example, in Nepal and some North Eastern regions in India, Wai Wai variants are often incorporated into popular street snacks and traditional dishes, including Chatpate, Sadeko Wai Wai, Senju, Thukpa, and Alu Dum.
THE RAMEN RATER> Thank you for this opportunity to let my readers know more about CG Foods!
A big thank you to the kind folks at CG Foods for agreeing to the interview – let’s start the series!
