Lee Kum Kee, the trusted name in Asian sauces and condiments, is expanding into noodles for the first time with its new Plain Noodle range – featuring four authentic Asian-style varieties: Egg, Ramen, Knife-Cut, and 4-Flavour Noodles. The range is now available in Sainsbury stores and on Amazon.
Lee Kum Kee’s goal is clear: to bring authentic and bold Asian-style noodles with a traditional handmade quality and texture, and superior taste to the UK market in a format that offers both convenience and accessibility for consumers and retailers.
Both the broader Asian food and noodles categories are primed for growth and transformation in the UK grocery sector. UK consumers are increasingly seeking authentic Asian ingredients as home cooks are exposed to a broader variety of dishes thanks to chefs, restaurants, and social media trends. According to recent research, 82% of UK consumers say they want supermarkets to offer a wider variety of international food products[1].
The new Lee Kum Kee Plain Noodle collection brings together traditional craft and modern innovation. Drawing on over 130 years’ experience in creating exceptional Asian products, Lee Kum Kee is set to redefine the category with an elevated option for both retailers and consumers.
Lee Kum Kee has developed a pioneering range of premium texture noodles, balancing the bounce and bite of handmade noodles with the convenience of ambient storage.
The four new products also prioritise speed of cooking, with each of the products ready to eat in under three minutes – with the exception of the Knife-Cut noodles which are ready in just five minutes – and all offering a 90g portion per serving.
The four new products include:
· Egg Noodles – Smooth, golden and handmade in style, offering a springy bite. Ideal for multiple meal occasions, from quick stir-fries to light soups.
· Ramen Noodles – Designed for consistent quality and texture, these noodles retain their springiness even after cooking. Suitable for hot broths, chilled dishes or modern fusion recipes.
· Knife-Cut Noodles – A first to the UK market, hand-style thick ribbons that bring standout texture and strong visual appeal. Their shape holds sauce beautifully, making them perfect for premium meal solutions.
· 4-Flavour Noodles* – Combining ramen, soba, spinach and purple sweet-potato noodles in one packet, this innovative mix adds colour and excitement to shelves. Offers retailers an eye-catching product for adventurous cooks seeking variety.
Shuang Cheng,Director – Convenience Foods for Lee Kum Kee Europe, comments: “Lee Kum Kee is a brand which is proud of its heritage, but that doesn’t mean we’re afraid to innovate. Equally, we are dedicated to providing quality kitchen cupboard staples to consumers in the UK and across Europe, because every ingredient matters.
“This ethos drives our mission to deliver premium ingredients for every step of recipes. Noodles are incredibly popular in the UK, but quality plain noodles were missing from supermarket shelves. Retailers, and therefore shoppers, were having to settle for lower quality options. We are now bringing quality noodles to elevate everyday cooking experience, all delivered in a convenient, quick, and easy-to-cook format. We are incredibly excited about this new launch and look forward to hearing feedback from our retail partners and consumers.”
The Lee Kum Kee Plain Noodles range is now available in Sainsbury’s and Amazon. Egg, Knife-Cut, Ramen and 4-Flavour are available in 180g [RRP £1.45] and 360g [RRP £2.45] packs, offering a premium product at an everyday price point.
In November, Lee Kum Kee will also launch its noodle kits, pairing plain noodles with specially crafted sauces. “We strive in every way possible to deliver the best and most authentic taste to our consumers,” adds Shuang.
As UK shoppers continue to explore the world through food, Lee Kum Kee’s noodle innovation represents the next chapter for the world cuisine category – bringing handmade-style quality, convenience and authenticity together in a way that works for both consumers and retailers.
*4-Flavour Noodles are available in 360g packs, and 2-Flavour Noodles in 180g packs.