- Yeo Hiap Seng launches new healthy instant noodle brand
- Nutri Noodles under the Cintan brand
- Sentient Partners handled rebranding and positioning work
Malaysia - Yeo Hiap Seng has diversified its instant noodle business and launched a new range of healthy instant noodle under the Cintan brand called Nutri Noodle.
The initial launch focuses on a soy based range and a wholemeal range of noodles beginning with two of Cintans' most popular flavours, Chicken and Vege Curry and then a follow up with new flavours as the demand increases.
Yeo Hiap Seng says the new range offers consumers a significantly healthier experience than existing instant noodles.
The company's CEO, Owen Ow praised the rebranding and positioning work done by Sentient Partners and also highlighted the technical innovations made with Nutri Noodle.
"Essentially, we have been able to create a significantly healthier noodle without any compromise on the taste experience, which over many years, we have learnt is a critical factor for consumers in this category," he said.
This is the latest product launch in a long line of recent brand and product enhancements for Cintan, which underwent an extensive strategic rebranding, positioning and re-packaging exercise last year.
The exercise saw a complete overhaul of the Cintan brand identity, a packaging refresh for the main range of flavours, followed closely by the launch of two new product ranges; the Selera Chef range and an instant noodle called ‘Grab Mi'.
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