Why Japan's instant ramen titan is testing a new kind of noodle in L.A.

"Nissin Foods, the Japanese giant that brought the world instant ramen, is testing a new kind of noodle in Los Angeles. It's now making protein-fortified pastas for Angelenos who want more bang for their bowls. Nissin invented Cup Noodles, a go-to meal for people across the globe and a favorite among those on a budget."

"The latest American preference Nissin has noticed is a surging demand for protein among mainstream consumers. It is popping up in snack foods, espresso drinks and breakfast cereals. Even Pop-Tarts and Doritos have released products with extra protein."

""There's an interest in nutrient density and people want more bang for their buck out of the foods that they eat," Kanzen Meal Chief Executive Bob Little said. "We think that there's an opportunity to bring those consumers back to the frozen aisle.""

Nissin Foods launched Kanzen Meal, a protein-fortified frozen-meal brand, and is testing the line in Los Angeles with plans to expand to 1,000 U.S. stores by year’s end. Kanzen Meal produces nutrient-dense pastas and frozen entrees and currently distributes products in dozens of Southern California grocery stores. The startup operates with roughly ten employees and targets consumers seeking higher protein and greater nutrient density. The move follows broader U.S. trends of adding protein to snacks, drinks, and cereals. Nutritionists caution that added protein does not guarantee healthfulness and warn of hidden sugars and elevated sodium in convenience foods.

Read at Los Angeles Times