Nissin Foods' Cold Cup Noodle Gains Rapid Market Share in Japan

Nissin Foods launched a new ‘Cold Cup Noodle’ on 20 July that can be prepared with cold water in five minutes, using a patented “Cold Rehydration” method. The product is offered in two flavours—Chicken‑Salt Lemon and Spicy Kimchi—and is marketed as a refreshing alternative for hot weather.

According to purchase‑data analysis by Research & Innovation, the brand’s share of the overall Cup Noodle line rose from 7.6 % to 12.3 % within one week of launch. The category’s total sales increased by roughly 15 % week‑over‑week, and the Cold Cup Noodle’s two flavours occupied the top two spots in single‑item sales rankings. The new offering attracted older male consumers (particularly those in their 50s‑60s) without cannibalising existing Cup Noodle sales. Most purchases occurred at convenience stores, where buyers often bought bottled water alongside the product, reflecting the need for cold water preparation.