New microwaveable noodle bowls combine real wok-fried noodles, visible vegetables and restaurant-inspired flavours in just 60 seconds
Tata Consumer Products is entering the growing quick meals category with the launch of WOK’D, a new range of microwaveable noodle bowls designed to meet increasing demand for convenient lunch and dinner solutions. Built around real wok-fried noodles, visible vegetables and bold Asian-inspired flavours, WOK’D offers shoppers a more substantial and satisfying alternative to traditional instant noodle pots.
As eating habits continue to evolve, more consumers are seeking convenient single-serve meals that deliver both speed and satisfaction. Developed for these increasingly important meal occasions, WOK’D brings together the convenience of ambient grocery with the flavour, texture and quality more commonly associated with freshly prepared food.
Available in a substantial 200g microwaveable bowl and ready in just 60 seconds, the range has been developed to bridge the gap between traditional noodle pots, pouch-based meal solutions and chilled food-to-go. Rather than relying on dehydrated ingredients, each bowl combines cooked noodles, vegetables and authentic sauces to deliver a convenient meal that feels more complete and satisfying.
At launch, WOK’D will be available in three globally inspired flavours:
- Chinese Chow Mein
- Thai Sweet Chilli
- Korean BBQ
The range is non-HFSS, offering retailers greater flexibility for merchandising and promotion while helping bring additional value and differentiation to the category.
Simon Fisher, SVP & Head of Tata Consumer Products UK & Ireland, said:
“Consumers increasingly want convenient meals that don’t feel like a compromise. While the noodle category has seen significant flavour innovation over the years, there has been relatively little format innovation.
“WOK’D has been developed to meet growing demand for quick meals that offer greater authenticity, quality and satisfaction. Combining real wok-fried noodles, visible vegetables and restaurant-inspired flavours in a substantial bowl ready in just 60 seconds, it creates a compelling new space between traditional noodle pots, pouch meals and chilled food-to-go.”
Consumer research has shown WOK’D to score highly on perceptions of authenticity, quality and uniqueness, helping it stand apart in a category increasingly crowded by line extensions and incremental flavour launches. The result is a proposition designed to help retailers attract new shoppers, encourage trade-up and participate in the growing demand for convenient meal solutions.
Launching initially through Ocado and Amazon, WOK’D has an RSP of £2.50 and will be supported by a programme of digital activation, influencer engagement and shopper marketing designed to drive awareness, trial and repeat purchase.
For listings, trade enquiries or product samples contact WOK’d at https:realwokd.com/contact-us.
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