Mumbai : In the Instant Snacking category, Masala noodles have been very popular for the last 30yrs. In this ever so generic taste of Masala, Smith & Jones saw an opportunity to introduce something innovative. Through extensive Consumer research and Focus group, Smith & Jones discovered that whenever Indians relish any kind of Desi food, they like a TADKA as a garnish. The Tadka adds flavor and spice to a simple meal. This exquisite cooking style of the Indian eating habit has been captured by new Smith & Jones Masala Noodles Tadka Marke. The Tadka in the Smith & Jones Masala noodles is a medley of 52 Indian spices.
Smith & Jones Masala Noodles has started aggressive promotions on tv with a focus on kids channels. Besides its tvc, it is also a sponsor on popular programs like Shinshan and Kiteretsu on Hungama tv, Hannah Montana on Disney, Power Rangers on Jetix, The Spectacular Spiderman and Jhakaas Zorori on Cartoon Network and Hanuman and Ninja boy on Pogo. The tvc has been done in retro bollywood style. Parallelly it has launched school contact programs including wet and dry sampling at more than 3200 schools pan india, It has an ongoing billboard/bus shelter campaign in 12 cities. It is also doing in-film placements in Malayalam, tamil and telugu films. Wet sampling and gaming activities at neighborhood housing society and kitty parties are an integral part of the marketing mix. It is in the process of starting pre-roll and banner advertising campaign on internet video networks focused at india and Indians in the US. Smith and Jones Masala noodles is also advertising on school stationary and notebooks in a very extensive manner so as to break through the clutter and reach the kids directly.
“Kids represent an important demographic to us as marketers because they have their own purchasing power, they influence their parents’ buying decisions and they’re the adult consumers of the future” said Ajaay Gupta, MD Capital Foods Ltd.
Instant Noodles is a 1100 crore market in India and growing at 15% year on year. Primarily targeted at children and families, Smith & Jones Masala Noodles have been introduced in single serve as well as family packs across 400 cities in India as well as US, UK, Middle east, Singapore and Australia.
Like any other Instant Noodles, to prepare Smith & Jones Masala Noodles cut open the pack, break the noodles and pour into boiling water, add the flavor sachet included in the pack, cook for 2-3min and Smith & Jones Masala Noodles are ready to eat!. You can also add vegetables as per as your taste. Smith & Jones Masala Noodles uses unique technology so that the noodles remain firm after cooking and each strand is separate. The noodles also pick more sauce because of this and have a much better mouth feel.
Smith & Jones for the first time in India uses special Metallic laminate packaging for additional safety and longer shelf life for instant noodles. Smith & Jones Instant Noodles are produced in a world class full automized 15 acre food park in Vapi, Gujarat.