Wow! Momo Expands into FMCG with Wow! Noodles, Disrupting the Instant Noodles Market:

Wow! Momo, India’s leading quick-service restaurant (QSR) brand, has made a bold entry into the FMCG cup noodles segment with the launch of Wow! Noodles. This innovative range of desi-Asian flavors aims to revolutionize the instant noodles category, bringing a fusion of classic Asian and Indian taste profiles to consumers nationwide.

The Wow! Noodles range features five unique flavors inspired by Asian and Indian cuisines: Thukpa, Khao Suey, Manchurian, Korean, and Chinese Bhel. This first-of-its-kind offering blends traditional spices and flavors with modern convenience, appealing to a broad spectrum of consumers looking for exciting, ready-to-eat options.

Nationwide Expansion and Omnichannel Availability:

Wow! Noodles is being launched with a robust distribution strategy, ensuring its availability across multiple platforms and retail formats. The brand has secured a presence across leading quick commerce platforms, including Instamart, Zepto, Blinkit, BigBasket, Flipkart Minutes, and D Mart Ready. Additionally, it is available in modern trade outlets such as Reliance, More Retail, Spencer’s, Spar, and Ratnadeep.

Furthermore, the brand has achieved an extensive reach in general trade, with over 10,000 stores stocking Wow! Noodles across 200+ towns and cities. As part of its expansion strategy, the product is also making its way onto inflight menus of Akasa Air, Air India Express, and Spice Jet, offering passengers a delightful noodle experience mid-air.

Driving Innovation in the FMCG Space:

Sagar Daryani, Group CEO & Founder of Wow! Momo, shared his enthusiasm for this new venture:

“At Wow! Momo Foods, innovation is in our DNA. With Wow! Noodles, we are disrupting the cup noodles category by bringing the perfect blend of desi and Asian flavors in a format that is both convenient and exciting. As we continue to expand our FMCG footprint, this launch marks a significant step towards making Wow! Momo a household name beyond QSR.”

Mithun Appaiah, CEO of Wow! FMCG, echoed this sentiment, highlighting the brand’s commitment to growth:

“We are leveraging the strong brand equity of Wow! Momo to make Wow! Noodles a household favourite. With our focus on product innovation and strategic channel expansion, we are confident about an exciting year ahead—bringing new flavors, scaling our distribution reach, and disrupting the FMCG space.”

A Rapidly Growing FMCG Division:

Wow! FMCG was launched approximately 24 months ago, initially disrupting the market with packaged momos. The brand quickly became one of the top-selling names across key retail and e-commerce channels. Today, Wow! FMCG offers 16 SKUs of momos and 9 SKUs of cup noodles, establishing its presence across 200+ towns and cities through a network of more than 10,000 stores and distribution points.

With an annual revenue run rate (ARR) of INR 60 crores in a short span, Wow! FMCG has demonstrated impressive growth in the competitive packaged foods sector.

International Expansion and Future Prospects:

As part of its global ambitions, Wow! Momo FMCG has recently expanded into the Middle East market in collaboration with the Lulu Group. This move marks the brand’s first major international foray, further solidifying its position as a rising force in the global FMCG industry.

With a strong focus on continuous innovation, strategic partnerships, and aggressive expansion, Wow! Momo’s FMCG division is poised to achieve even greater milestones in the coming years. The introduction of Wow! Noodles is just the beginning, with the brand expected to bring more exciting flavors and formats to delight consumers worldwide.

As Wow! Momo continues to blur the lines between QSR and FMCG, it is well on its way to becoming a dominant player in the ready-to-eat segment, offering convenience, quality, and bold flavors in every bite.

Author: Ronak Rehal