Parachute brand owner and FMCG major Marico Ltd has announced its entry into the instant noodles segment with the launch of `Saffola Oodles`. The decision was taken to strengthen its foothold in the healthy, ready-to-cook snacking category. The company claims that Saffola Oodles is a perfect combination of a delicious masala flavour, the goodness of wholegrain oats, and real vegetables and makes for a mouth-watering snack. It seems the company wants to take leverage of established brand of Saffola in ready-to-eat snacking market in India. It offers variety of products such as kadha mix, Arogyam Chywan Amrut, honey, turmeric milk mix, green coffee and virgin coconut oil under saffola umbrella brand. Saffola oodles is to combat with Nestle’s maggi, which is a major player in the instant noodles category, and also with ITC’s Yippee and Knorr soupy noodles. However, its not easy to garner significant share in this category, and it depends on how Marico is going to communicate with its target market.
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