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Instant noodle category leader Maruchan has announced a bold product expansion, moving beyond its traditional soup-based portfolio to launch Saucy Noods Stir-Fry Style Noodles.

The new product line is designed to capture the growing consumer preference for "sauce-forward" convenience meals, specifically targeting heat-seeking demographics. To support the rollout, the brand is executing a digitally native marketing campaign centred around the Valentine's Day window.

Sauce-Forward and Spicy

Saucy Noods distinguishes itself from standard Maruchan instant lunch products by focusing on a stir-fry format coated in rich sauces rather than broth. The launch features two high-heat flavour profiles inspired by current spicy food trends:

🌶️🧀 Spicy Creamy Chicken: A rich, indulgent option featuring a cheesy, creamy sauce balanced against "extreme spice."

🌶️🔥 Spicy Chicken: A fiery profile packed with chili and habanero notes for a more intense kick.

The product is engineered for speed, coming together in minutes to serve as an instant meal or late-night snack.

Maruchan is leveraging the product name for a provocative, internet-culture-led campaign. Capitalising on the "dating culture" of Gen Z, the brand is positioning the product as a playful Valentine's gesture.

Digital Activation Channels:

• Bumble: Users can swipe right on Saucy Noods to receive "flirty encouragement" and actual noodles.

• Snapchat: Sponsored DMs will guide fans on how to send the product to their longest streaks.

• Direct-to-Consumer: A promotional push offering free shipping for fans sending a box to their "crush, situationship, or Valentine."

Katelyn Stokes, Marketing Director at Maruchan, commented on the brand's shift towards fun and flavour:

Margaret Johnson, Chief Creative Officer at Goodby Silverstein & Partners (the agency behind the campaign), highlighted the strategy of meeting consumers where they live digitally: "Dating culture already lives in DMs, and so do late-night cravings—so we decided that's where Maruchan should show up. Saucy Noods turns a familiar Valentine's trope into something playful, a little chaotic, and genuinely useful. It's a legacy brand behaving like the internet behaves today."