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Savour Givaudan’s holistic noodles experience, crafted from dough to rich flavours for a complete meal.

In the SAMEA region – South Asia, Middle East, and Africa – noodles are evolving from a basic snack into a culinary delight. Consumers are increasingly seeking options that are both healthy and indulgent. At Givaudan, we are leading this transformation by elevating noodles from a simple dish to a fully immersive and delicious meal experience.

Our chefs, flavourists, and application experts work together to infuse each noodle with passion, turning every bite into a memorable culinary journey. Our innovative approach delivers home-cooked warmth while meeting today’s health-conscious demands. By blending deep consumer insights with our mastery in savoury flavours and culinary innovation, we’re not just making noodles – we’re redefining them.

From dough to flavour, each step of our process translates memories and emotions from soul to plate, thrilling and satisfying a variety of appetites and capturing the essence of exceptional food experiences.

The four steps to the next generation noodles meal experience

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The four steps to the next generation noodles meal experience

Our journey began with in-depth exploration of market trends and consumer insights across key noodle-consuming regions like Egypt, Bangladesh, Morocco, Pakistan, and India. Extensive research, including restaurant visits and sensory mapping, shaped our innovation.

Givaudan integrates these insights to provide a holistic sensory experience, adding complexity to recipes and driving emotions through taste, texture, aroma, and mouthfeel. Together, we transform each noodle into a profound culinary journey.

Step 1

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Step 1: Discover how consumers enjoy noodles across SAMEA

Consumer preferences for noodles in the SAMEA region are diverse and evolving. They prefer slightly thick textures with a soft bite and enjoy rich flavours like chicken broth, cheese, and creamy truffle. Customisable options such as sauces and flavour enhancers are gaining popularity, reflecting a growing desire for more personalised and complex noodle dishes.

Influenced by Southeast Asian cuisine and ingredients like dehydrated vegetables, consumers are actively shaping their noodle experiences, paying close attention to the sensory aspects of their meals, from vegetable quantity to oil intensity, emphasising health and quality.

These trends are guiding Givaudan’s noodle innovations, aiming to surpass consumer expectations in taste, texture, and culinary satisfaction.

Learn more about consumer preferences in Morocco, India, Egypt, Bangladesh and Pakistan

Step 2

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Step 2: Building the foundation

Innovation begins with a solid foundation. We start by thoroughly understanding your expectations for the noodle base and exploring various product formulations and integrated solutions designed to elevate taste. At Givaudan, we can co-create with you, leveraging our experts’ knowledge to enhance the overall noodle experience.

Our approach ensures a holistic sensory experience, integrating taste, texture, aroma, and mouthfeel to deliver a memorable culinary journey. Together, we’ll transform your noodle creations while seamlessly aligning with consumer needs.

Integrated solution

A new solution that creates noodles with a superior texture and mouthfeel.

In-dough flavours

Enhancing the noodle experience imparting flavours into the noodles themselves.

The noodle shape

Exploring different textures that create hybrids between snacking and noodles.

Step 3

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Step 3: Supercharge seasoning, sauces and oils

Recognising that the essence of modern noodle experiences transcends the basics, we have supercharged our offerings with a variety of taste makers. Utilising our advanced TasteSolutions® and TasteEssentials®, we’ve meticulously crafted flavour profiles that truly resonate with consumers. Our approach to cheese, for example, goes beyond mere flavour; we draw culinary inspiration from diverse categories to create a holistic cheese experience that encompasses flavour, texture, and colour.

Our exploration didn’t stop at cheese. We delved deep into the sauces and oils commonly used and experimented with by consumers, evaluating and incorporating these insights into our creation and application processes. The result is a series of enhancements including all necessary inclusions and add-ons that not only complement our creations but also bring authentic culinary inspirations to life.

In our pursuit of a ‘true to name’ concept, we have included dehydrated ingredients to our concepts that enhance the sensory appeal and health perception of noodles. This strategic addition ensures that each noodle dish not only tastes great but also aligns with health-conscious consumer expectations.

Step 4

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Step 4: Enjoy the full meal experience

Our reimagined noodles are driven by market trends and consumer insights and powered by Givaudan food solutions. We have leveraged our technologies with a chef’s touch to create a full noodle meal experience that delights consumers.

Learn from the expert

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Learn from the expert

Watch Chef Nataraj combine his culinary skills with cutting-edge technology to create a full meal noodle experience. From precision cooking techniques to innovative ways of cooking noodles, the chef transforms simple ingredients into a gourmet delight game.

Hungry for more? Get your free pack

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Hungry for more? Get your free pack

By downloading this resource, you’ll gain access to key insights and market trends. Don’t miss out on this opportunity to stay ahead and make informed decisions.