A Wren Says

I was scrolling one too many fitness videos and then it appeared: Cup Noodles Protein. I can’t say that I’m shocked that we’ve reached this development given that we’ve entered another wave of the high protein fad. Even the brand known for cheap and fast instant noodles couldn’t escape the high protein makeover. Now this protein-packed version comes in flavors like Hot and Spicy Chicken. That might lead you think that it now contains meat. Nope, it’s corn and soy protein doing the heavy lifting. Am I disappointed? Not really, here’s why.

Beyond the disgust that would come from dehydrated and rehydrated meat, this choice helps them continue to reach their intended target market. Cup Noodles has a clear hold on those consumers who are short on both time and money. If they were to use real meat, they would have to either raise the cost of the products significantly or change the storage required. Think potentially shifting to the frozen food aisle away from where customers might think to look for these products. They might lose customers based on the actual product placement and the added hassle that would come from storing and reheating a frozen meal.

Their consumer base might now want more protein, but they’re not at point where they are willing to sacrifice on cost and convenience. If soy and corn keep the price down and convenience high, then that’s perfect.

When it comes to product development, you need to keep your end consumer in mind. Who are you trying to reach? What is important to them? What will it take to fill those needs? Rather than switching things for sake of switching, focus on those changes that will help you better reach your target customer.

But now I’m curious. Did you know this product existed? If so, have you tried it?