As of the writing of this article, it is right in the middle of Summer. It sets the mood for beach vacations, campfires, and — of course — warm, gooey s’mores. And that is exactly what Cup Noodle is banking on with their new dessert flavor. But, is this a marketing gimmick or legit?
Last week, the ramen company announced its latest seasonal offering, “Cup Noodles Campfire S’mores.”
While this is not the brand’s first foray into nontraditional flavors, it is its first dessert offering.
Inside this microwavable treat will be:
- Chocolate sauce base
- Marshmallows
- Graham cracker pieces
- MORE mini marshmallows
- And sprinkle topping
The limited-time flavor will only be available directly from Nissin Foods online and in Walmart stores.
Although a sweet soup mix sounds like the ultimate marketing stunt, Cup Noodles has another objective in mind…
They want to change their reputation.
Cup Noodles is Trying to Break Its “Budget-Only” Image
The average cost for a Cup Noodles is $1.18 which, though a bargain, is a double-edged sword…
The low price makes it accessible to a large audience…
But, consumers feel they are consuming something not-so-special at the same time…
GlobalData retail analyst, Neil Saunders, made a comment to CNN about Nissin’s attempt at rebranding:
“IT’S POSITIONED AS BEING SOMETHING THAT’S QUITE INTERESTING AND NOVEL, NOT JUST A BORING THING YOU’D BUY BECAUSE YOU’RE ON A BUDGET.”
There is no problem with revamping your image or updating your offerings to remain competitive. But ultimately, Cup Noodles has to keep the most important thing in mind…
You have to give consumers a high-quality product to win.
And as it stands, the jury is still out on chocolate ramen…
Be Great,
GCTV Staff
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