URC (Thailand) has unveiled another flavour in its Roller Coaster snack line inspired by Thailand’s rich culinary heritage. The new Roller Coaster Spicy Keemao flavour brings the bold, aromatic taste of the famous drunken noodle dish into the brand’s signature crunchy ring‑shaped chips.
Keemao (Pad Kee Mao) is a famous Thai stir‑fried noodle dish, often called “drunken noodles.” Despite the name, it contains no alcohol — the term refers to its fiery, aromatic flavors that are said to be strong enough to sober up a drunk person.
This launch taps into the growing consumer appetite for localised flavour innovation, blending the heat of Thai spices with the playful texture that Roller Coaster is known for. By translating a beloved street‑food recipe into a snack format, URC strengthens its connection with Thai consumers while offering a novel experience that feels both familiar and adventurous.
