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KG Group Rebrands Noodle Manufacturing by Strengthening Asian Flavors and Changing Packaging

Food and Beverages | Monday, June 21, 2021

KG Group, one of the Baltic states' largest agricultural and food production conglomerates, upgrades its instant noodle brand "Sun Yan." The rebranded product features new recipes that enhance Asian flavors and updated packaging that reflects various tastes.

FREMONT, CA: The growing popularity of Asian flavors drives the instant noodles and ramen market to $28.4 billion by 2020. European manufacturers are quickly catching on by manufacturing instant noodles locally. KG Group, one of the largest agricultural and food production groups in the Baltic states, expands the Asian flavors and rebrands the brand "Sun Yan," which was launched in 2014 and has grown in popularity locally and throughout Europe.

"Sun Yan rebranding has been the next step after building the new production plant which facilitated the manufacture of nest noodles," says Tautvydas Barštys, CEO at KG Group. "Now, given the growing demand for Asian-style noodles, the built-in latest technology allows us to focus on upgrading the consumer favorites and compete in full force with other instant noodle manufacturers in Europe."

KG Group ensures product quality through its production chain model from field to table as a European manufacturer. Because the grains are sourced from local farmers, the company mills the raw materials on-site, then uses the flour to make the noodles. The company also manages the subsequent logistics. By controlling the logistics process, KG Group can avoid logistical bottlenecks caused by the pandemic and deliver products within 24 hours to 26 European countries. Sun Yan products are now available in Denmark, France, Spain, Latvia, and Estonia and will be available in Sweden, Bulgaria, and Poland in the coming months.

"After thorough analysis of global tendencies, we saw that Asian foods are still on the rise in Europe," adds Oksana, product and brand manager at KG Group. "By upgrading the brand, we wanted to offer consumers an outstanding product which would complement their ever-changing needs. A miniscule detail to new recipes allowed us to achieve the most authentic Asian flavors through a variety of traditionally eastern ingredients, such as ginger, anise, or cinnamon."

The relaunched brand "Sun Yan" features four new flavors in cups and four new pouches. The updated recipes include Asian-style chicken, Hot & Spicy, roasted beef, and garlic shrimp flavors, all accompanied by a variety of chopped vegetables “celery, carrots, shiitake mushrooms, and others.

With nearly a decade of experience manufacturing instant products, KG Group is the only manufacturer in Northern Europe with on-site instant product manufacturing facilities. Given the recent surge in interest in instant products, KG Group expanded its capacity last year with a $20 million investment in launching Europe's most cutting-edge facility. KG Group manufactures 180 million noodle cups and 80 million pouches per year under its brands, including Sun Yan, Activus, Just Inn, and private labels. Instant noodles, pasta, oat porridges, rice, buckwheat, and couscous are all part of the product line.

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