Thursday, October 10, 2013
Nissin Rolls Out Instant Pasta In Turkey
ISTANBUL (Nikkei)--Nissin Foods Holdings Co. (2897) has released instant pasta in Turkey via a local joint venture, aiming to sell 100 million servings a year as early as 2015.
The pasta is priced at 1 Turkish lira per bag, or about 49 yen -- easily affordable for dual-income households. It has three flavors, including tomato and cheese. The product is made in Sakarya Province in western Turkey.
"We hope to roll out next year the type that comes in cups," says Noritaka Ando, senior managing director.
The Japanese firm established a 50-50 joint venture last year with local food giant Yildiz Holdings AS. Thanks to Yildiz's strong marketing power, the venture already has a network to supply the pasta to nearly 80% of midsize-to-large supermarkets in the country.
More and more Turks are eating pasta as an urban lifestyle becomes widespread with economic growth. Nissin hopes to cultivate demand for its instant pasta among young people interested in easily prepared meals.
The goal is to sell 1 billion servings a year in five to 10 years.
(The Nikkei, Oct. 10 morning edition)