After GlaxoSmithkline Consumer Healthcare’s (GSKCH’s) entry into the noodles segment, global FMCG major Hindustan Unilever Ltd (HUL) too has entered the category. The company has launched ‘Knorr Soupy Noodles’ in Karnataka, Andhra Pradesh, Kerala and Tamil Nadu. The product will be launched in a phased manner across India. Business Standard had first reported HUL’s plans to enter the noodles category in February.
Launching noodles under the Knorr brand will help the company grab market share faster, as Knorr has a strong brand equity. It is number one in the soup category, followed by Maggi soups. HUL will have to compete with heritage brand Maggi from Nestle, which is the market leader with approximately 70 per cent market share.