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Lee Kum Kee, the globally recognised Asian sauce and condiments brand, has made its debut in the noodle category with the launch of its first-ever plain noodle range, a move the company says marks the beginning of a ‘noodle revolution’.

The expansion reflects a growing consumer demand for authentic international foods. According to recent research, 82% of UK shoppers want supermarkets to offer a wider variety of global food products, highlighting a strong opportunity in the category.

Drawing on more than 130 years of expertise in Asian food craftsmanship, Lee Kum Kee aims to bring restaurant-quality texture and flavour to retail shelves. Each noodle variety cooks in under three minutes and are available in 180g and 360g packs.

The range includes four varieties: Egg Noodles, Ramen Noodles, Knife-Cut Noodles and 4-Flavour Noodles.

“Lee Kum Kee is a brand proud of its heritage, but not afraid to innovate,” said Shuang Cheng, director of convenience foods at Lee Kum Kee Europe. “With this launch, we’re bringing authentic handmade-style noodles that elevate the everyday cooking experience.”

Available now in Sainsbury’s stores across the UK, the packs are priced at £1.45 for 180g and £2.45 for 360g. In addition, Lee Kum Kee will roll out noodle kits in November, pairing the new noodle range with specially crafted sauces.