Ajinomoto’s Yum Yum instant noodle has collaborated with Ezy Taste to launch EZY Taste Ham and Egg with Tum Yum Sauce Sandwich. The new sandwich product, which is sold in 7-Eleven, features Yum Yum’s Tom Yum Sauce.
The latest EZY Taste Ham and Egg with Tum Yum Sauce Sandwich is a good example of brands leveraging on each their unique strength. In Malaysia, instant noodle maker and snack powerhouse Mamee has monetised its ghost pepper sauce into a standalone product. It would be interesting to see if other instant noodle players in the region decide to do the same.
