After being caught in a controversy over lead levels in some noodles brands, the instant noodles category seems to be inching back to normalcy with the makers going all out to regain consumer trust.

First it was ITC’s aggressive campaign to win back customers of its Sunfeast Yippee Noodles, and now it is Indo-Nissin Foods Pvt Ltd for its Top Ramen brand.

The company splashed ads in the print media telling consumers about its “assured Japanese quality” and talking about the regular tests that are carried out in-house as well at its global food safety institute, indicating that the company is putting the product back on the shelves.

This comes just as Nestle India has said that it is looking to re-launch Maggi by the year-end and has also launched a digital ad campaign with the hashtag #WeMissYou.

Brand expert Harish Bijoor said these players are putting in significant ad spends, as this is almost like the “re-launch of the entire instant-noodles category”.

Added Arvind Singhal, Chairman, Technopak Advisors: “The instant-noodle category has become a staple food for Indian consumers and as players are putting efforts to regain consumer trust, the category is expected to bounce back in the next few months.” The category had been seeing a growth of 10-12 per cent but saw a massive drop after being hit by food safety concerns.

Indo-Nissin Foods has invited trade enquires from wholesalers distributors and retailers for stocking Top Ramen instant noodles, while stating that it is widely distributed in the country.

Unlike some other companies that make multiple products and have been able to sustain their distribution chain in the absence of their instant noodle brand, Indo-Nissin Foods, which only makes instant noodles, has its work cut out for rebuilding its distribution chain, say analysts.

Top Ramen comes in five variants — Masala, Atta, Oats, Curry and Fiery Chilli.

While an e-mail sent to the company went unanswered, sources said the company will be focusing on rebuilding consumer trust with an aggressive campaign in the next few days.

The company had decided to withdraw its instant noodle brand Top Ramen on June 29, pending its product approval from the food safety regulator.

In August, the Supreme Court quashed FSSAI’s product advisory after which the regulator said that the advisory had, “ceased to remain operative” and has also put out a public notice to engage legal assistance for formulation of regulations for product approval.

Meanwhile, Aman Mittal, COO at the retail chain Savemax said, “Consumer offtake for the instant noodles category is still low.”

Brand analysts said it remains to be seen whether these instant noodle makers will be able to gain market-share, while Maggi will take some time before making a comeback.

Nalin Khanna, CEO, Vertebrand, said if companies base their campaigns on fear psychosis by calling them safer than competition, they may see short-term gains, not for the long term.

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