Ben's Original™ Expands Portfolio with New Street Food Noodles Launch
The trusted rice brand Ben's Original™, a proud part of Mars, is making a significant move into the instant noodles category with the introduction of Ben's Original™ Street Food Noodles. This new ready meal extension brings bold, globally inspired flavors to Canadian consumers in a convenient format that prepares in just 90 seconds.
Meeting Growing Consumer Demand
The launch comes at a time when Canadian consumers are increasingly seeking convenient meal solutions that don't compromise on taste or quality. The ready meal segment in Canada is projected to grow by 46 percent between 2024 and 2030, reaching a market value of $7.18 billion US. This expansion represents Ben's Original™'s strategic response to shifting consumer preferences toward quick, flavorful meal options.
"Noodles represent one of the fastest-growing convenient meal categories in Canada, and consumers are increasingly looking for bold, globally inspired flavors they can prepare quickly," explained Derin Bello, General Manager of Mars Food & Nutrition Canada. "With the success of our Ben's Original™ Street Food ready meals, expanding into noodles was a natural next step, bringing exciting international flavors to Canadians in a format that's ready in just 90 seconds."
Five Globally Inspired Varieties
The new Street Food Noodles line features five distinct varieties, each designed to deliver authentic international flavors in microwave-ready pouches:
- Chinese Stir Fry Noodles – Classic wok-inspired flavor featuring mushrooms, carrots, and red bell peppers with a savory seasoning blend
- Korean Style BBQ Noodles – Sweet, smoky, and mildly spicy noodles with mushrooms, carrots, red bell peppers, and green onions
- Spicy Indonesian Noodles – Aromatic and spicy noodles featuring carrots, green beans, red bell peppers, and green onions
- Thai Stir Fry Noodles – Lightly spiced noodles with Thai seasoning offering balanced savory, sweet, and fragrant notes
- Japanese Teriyaki Noodles – Deep umami flavors with gentle sweetness complemented by mushrooms and red bell peppers
Launch Promotion and Market Strategy
To celebrate the product launch, Ben's Original™ is offering a limited-time promotion where Canadian consumers who purchase two or more Street Food Noodles packages can receive an exclusive set of authentic bamboo chopsticks in a sleek travel case. This promotional strategy aims to enhance the authentic street food experience while encouraging trial of multiple varieties.
The new noodle entrées are positioned as versatile meal solutions suitable for quick lunches, easy weeknight dinners, or late-night cravings. By expanding into the noodles category, Ben's Original™ continues its strategic move toward becoming a center-of-plate brand that serves as the star of mealtime occasions.
The launch represents a significant disruption in the instant noodles market, traditionally dominated by basic flavor profiles, by introducing premium, globally inspired options that cater to Canada's increasingly sophisticated consumer palate.
