Nissin Foods USA, the parent behind popular brands Cup Noodles and Top Ramen, is igniting consumer taste buds with the launch of GEKI, a new brand serving up the first chilli-infused noodles available in the USA. GEKI, which means "extreme" in Japanese, is perfect for spice enthusiasts in pursuit of an ever-spicier, authentic Asian meal at home.
GEKI's first consumer offering, GEKI Fiery Hot Chicken raises the temperature with chilli-infused noodles to deliver extreme levels of spice and flavour that consumers can see and taste. The product introduces a new, cutting-edge manufacturing technology developed by Nissin Foods USA, infusing real chilli flakes directly into the round noodles to generate a red hue and a fierce heat that comes from within. This heat from the noodles is intensely balanced with delicious flavour from a fiery hot chicken seasoning packet.
Simply boil the GEKI noodles for five minutes, drain the noodles and mix in the Fiery Hot Chicken seasoning packet before taking on the heat. With this combination, GEKI heats up the Nissin Foods' six-chilli pepper scale and ignites taste buds to satisfy the heat consumers crave in every bite.
"We know that spicy food experiences are embedded in American culture and a recent food industry study found that 65% of consumers are choosing spicy meals when cooking at home," explained Priscila Stanton, Senior Vice President, Marketing, Nissin Foods USA. "We wanted to find an innovative solution that not only satisfies consumer cravings for heat, but also delivers on our mission to provide meals of value that are both convenient and delicious, while providing a spicy foundation for culinary creativity in American kitchens."
After 65 years, Nissin Foods remains at the helm of the instant ramen category, reporting 23% growth in the last five years. Continuing to push the boundaries of premium noodles, Nissin Foods first entered the heat category with the national launch of its beloved Hot & Spicy FIRE WOK line in 2021, and quickly became the fastest growing flavour in the food aisle in the U.S. GEKI, and its first-of-its-kind infused noodle, is the latest demonstration of the brand's relentless approach to innovation.