Thai President Foods has launched MAMA OK ROSE’ in Thailand, moving its instant noodle brand into the growing protein and fibre space with two variants designed around different nutritional needs. The new Korean-style rosé noodles are available in a High Protein version containing 17g of protein per pack and a High Fiber version providing 10g of dietary fibre alongside probiotics. Both retail for THB 25 per pack and will be available only for 6 months.
The launch represents a shift in how MAMA is approaching better-for-you instant noodles. After a previous reduced-sodium proposition failed to gain traction, the company reconsidered whether delivering “more” rather than “less” could provide a stronger proposition, according to Brand Inside. The popularity of functional products, particularly high-protein milk and probiotics, in Thai convenience stores also inspired MAMA to develop its protein and fibre instant noodles.
The move gives MAMA an opportunity to take protein and fibre beyond the formats with which consumers typically associate these benefits. Instead of relying on separate protein drinks, supplements or other specialised products, which can come at a premium, consumers can access added protein or fibre through the familiar and filling format of instant noodles. This “more rather than less” approach could help make functional nutrition more accessible by embedding sought-after benefits into foods consumers already eat.
Existing MAMA endorser Ink Waruntorn also fronts the MAMA OK ROSE’ campaign, extending her association with the brand to its new protein- and fibre-focused offering.
