Lee Kum Kee enters UK retail with first-ever authentic noodles

Lee Kum Kee, a trusted and leading name in Asian sauces and condiments, is making its debut in the UK noodle category with its new Plain Noodle range.

This expansion, which marks the brand’s first venture into noodles, aims to address the growing consumer demand for authentic, high-quality Asian ingredients in the UK market.

The new line features four authentic Asian-style varieties: Egg, Ramen, Knife-Cut, and 4-Flavour Noodles. The range is now available for retailers and consumers in Sainsbury’s stores and on Amazon.

Lee Kum Kee’s entry comes as both the broader Asian food and noodle categories are “primed for growth and transformation” in the UK grocery sector.

UK consumers, exposed to a wider variety of global cuisine through social media and restaurants, are increasingly seeking authentic ingredients, with 82% wanting supermarkets to offer a wider variety of international products.

Shuang Cheng, director – convenience foods for Lee Kum Kee Europe, commented on the category opportunity: “Noodles are incredibly popular in the UK, but quality plain noodles were missing from supermarket shelves. Retailers, and therefore shoppers, were having to settle for lower quality options. We are now bringing quality noodles to elevate everyday cooking experience, all delivered in a convenient, quick, and easy-to-cook format”.

The new collection blends traditional craft with modern innovation, pioneering a range that balances the desirable “bounce and bite” of handmade noodles with the convenience of ambient storage.

A key benefit for busy consumers is the speed of preparation: three of the four products are ready to eat in under three minutes.

The four new products and their retail advantages include:

• Knife-Cut Noodles: a first to the UK market, these thick, hand-style ribbons provide standout texture and strong visual appeal, holding sauce beautifully for premium meal solutions
• 4-Flavour Noodles: this mix combines ramen, soba, spinach, and purple sweet-potato noodles in one packet, offering retailers an eye-catching product that adds colour and excitement to shelves.
• Egg Noodles: smooth, golden, and springy, ideal for quick stir-fries and soups.
• Ramen Noodles: designed for consistent texture, retaining springiness even after cooking, making them suitable for hot broths or chilled dishes.

All varieties are offered in a 90g portion per serving. The noodles are available in 180g (RRP £1.45) and 360g (RRP £2.45) packs, positioning the range as a premium product at an everyday price point.

The brand’s commitment to the category will continue with the November launch of noodle kits, which will pair the plain noodles with specially crafted sauces.