Japanese biggest Pasta Brand Nisshin Seifun Welna’s is looking to enter global market with “HAYAYUDE (quick-cooking)” Pasta.
Building on its domestic success, Nisshin Seifun Welna is making a serious push into the European and American markets with its time-saving dried pasta brand “HAYAYUDE.” The brand’s key selling point is its proprietary technology that allows the pasta to cook in less than half the time of regular dried pasta while maintaining a firm, al dente texture.
Although the European market is dominated by strong competitors like Italy’s pasta giant Barilla, Nisshin Seifun Welna has identified a unique competitive edge: reducing environmental impact. The company emphasizes that “shorter cooking time” means “less fuel consumption” and “lower CO2 emissions,” a compelling message aimed at environmentally conscious consumers in Europe and North America.
The first step in this global strategy was its debut at “SIAL Paris 2024,” one of the world’s largest food exhibitions held in Paris, France, in October 2024. At its booth, the company showcased its flagship product line “Ma-Ma HAYAYUDE Spaghetti FineFast,” offering tastings to more than 21,000 visitors. European food buyers were impressed by the pasta’s quick cooking time and high quality, giving the brand positive reviews.
While Nisshin Seifun Welna already dominates Japan’s dried pasta market with a 45.5% market share, its challenge now lies in expanding into the competitive Western market. The global pasta industry has seen a resurgence due to increased home-cooking demand during the COVID-19 pandemic. In Japan alone, domestic pasta production rose by 4.9% in 2024 compared to the previous year, while imports surged by 9.5%.
Armed with domestic market expertise and a clear eco-friendly value proposition, Nisshin Seifun Welna is determined to carve out its place in the highly competitive global pasta market. Success will depend on how well its dual message of sustainability and time-saving convenience resonates with international consumers.
Related Articles
Kameda Seika Creates Sanitizing Wet Tissues from Non-Standard “Happy Turn” Products
Kameda Seika Creates Sanitizing Wet Tissues from Non-Standard "Happy Turn" Products as Part of the 'Re Kameda' Upcycling Project As part of Kameda Seika's upcycling project "Re Kameda," the company has developed Sanitizing Wet Tissues Made from "Happy Turn"...
Starbucks Japan Shifts to Biodegradable Biopolymer Straws, Phasing Out Paper Straws
Starbucks Coffee Japan to Introduce Biodegradable Biopolymer Straws "Green Planet®" Starting January 23, 2025, Starbucks Coffee Japan will introduce straws made from Green Planet®, a plant-based biodegradable biopolymer developed by Kaneka Corporation, at all...
Meiji Introduces a New Way to Enjoy Cocoa: Launches Drinkable Chocolate
Meiji introduces an innovative way to experience the delicious taste and joy of cocoa with the launch of "Meiji The Cacao for DRINK." This drinkable chocolate transforms traditional chocolate into a liquid form, allowing the aroma to be more pronounced than in its...