MAMA has unveiled two new flavours for the first time in over a decade: Squid Soup and Spicy Korean Chicken Sauce. The company is aiming to reclaim leadership in the THB 7 instant noodle segment, which represents 60% of the market but has not seen new flavour launches in more than ten years. Despite the slim margins in this category, MAMA views it as strategically important, particularly as economic uncertainty may limit consumers’ ability to purchase premium noodles priced at THB 10–15.
In the second half of 2026, MAMA will also roll out the MAMA x Thep Leela project, influencer-led campaigns, and fresh advertising featuring Ink Waruntorn, Nont Tanont and Tigercrychannel to strengthen its appeal among younger audiences.
According to Petch Paniangvait, Marketing Director of Saha Pathanapibul (MAMA’s producer), Thailand’s instant noodle market contracted by about 2% in the first five months of the year. However, MAMA managed to grow its market share by 1%, now holding 54–55%, underscoring the effectiveness of its marketing strategy.
