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The premium broth and noodle categories are intersecting in a new retail partnership. Better Than Bouillon is entering the convenience noodle sector through a collaboration with Taiwanese-style noodle manufacturer A-Sha Foods USA. The partnership has resulted in the launch of Better Than Ramen, a limited-edition, co-branded ramen kit designed to offer a premium at-home dining experience.
The product is launching exclusively in a multipack format at select Costco locations across the Southeastern United States.
This launch represents the first time a major bouillon brand has introduced a dedicated ramen broth base. The concept was developed in collaboration with Costco, combining the distinct manufacturing capabilities of both food brands.
Tripp Bradshaw, Vice President of Sales at Summit Hill (owner of Better Than Bouillon), noted that the product came to life through the joint creativity of the Costco team and the product innovation of both brands.
By utilizing Better Than Bouillon's paste-based liquid broth starter instead of standard powder packets, the product aims to elevate the standard of convenience ramen. Young Chang, CEO of A-Sha Foods USA, stated that the partnership allowed the company to build on its existing noodle format by pairing it with a high-quality liquid broth base.
Premium Ingredients and Global Flavours
The Better Than Ramen kits pair A-Sha’s signature air-dried Meteor noodles with Better Than Bouillon’s concentrated liquid broth bases. The noodles are crafted using three simple ingredients—wheat, salt, and water—and provide 12 grams of protein per serving.
Rather than relying on dehydrated powder seasoning, the kits feature rich, liquid-based broth starters. The collaborative line features two distinct noodle broth flavours:
🐔 Chicken, made with real chicken broth starter
🐷 Tonkotsu-inspired pork broth
The launch aligns with Better Than Bouillon's ongoing brand expansion into globally inspired flavours, adapting its core product line for convenient, single-serve international formats.
Retail
Better Than Ramen is packaged as a 10-pack multipack, containing five chicken and five tonkotsu-style servings.
The limited-edition product is available exclusively at select Costco locations across the Southeastern United States.
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