The company has been experimenting with healthier noodle variations, such as vegetable-based noodles, such as spinach, sweet potato, and even charcoal noodles, as well as its Good Gut Postbiotics Noodles.
The latter was created with fellow Singapore firm Biomiii Pte Ltd which tapped on its in-house Miiiome technology in fortifying the noodles with Lactobacillus postbiotics.
Its latest innovation similarly consists of Lactobacillus postbiotics but also boosts 12 per cent of protein per serving, allowing to claim that it is a source of protein.
According to the Singapore Food Agency, a product can claim to be a source of protein if at least 12 per cent of the total calorie yield is derived from protein.
To claim as an excellent source of protein, at least 20 per cent of the total calorie yield of the food should be derived from protein.
The product, to be sold under the brand The Noodle Factory by HG Food in Shopee, was showcased at the Miiiome Tradeshow 2024 held in SCAPE Singapore on November 6 and 7.
The tradeshow was organised by Biomiii and exhibits the innovations and companies that uses its Miiiome technology across various sectors – including health supplements, fermented food, seafood, pet nutrition, aquatic feed, and agriculture.
Speaking to NutraIngredients-Asia at the tradeshow, Karen Nah, marketing manager APAC at Hiap Giap Food Manufacture, said that the idea of making high protein noodles came from a project that it partook with Singapore Polytechnic’s Food Innovation & Resource Centre (FIRC).
The project looked at how food and beverage manufacturers could fortify protein into their products as part of healthier food innovation.
Both soy isolate and wheat isolate are used as the source of protein in the noodles. Postbiotics, on the other hand, could help support digestion and the absorption of nutrients.
“We think that the combination of high protein and postbiotics blends in well, because since we are providing a good amount of protein, we also want our consumers to be able to absorb these nutrients into their body better.”
Nah believes that high protein noodles could appeal to a wide group of consumers, including gym-goers who were conscious of their protein intake, as well as the older population.
“We are trying to target not only the ageing population, but we also believe that it is helpful even for the young and people who work out, because they need extra protein.
“As we grow older, we are also losing our muscle mass, and so, we will need better and higher uptake of protein,” she said.
Fortifying noodles with protein could also help consumers stick with their usual dietary habits while hitting their macronutrient requirements, she said.
R&D process
During the R&D process, the company had also experimented with pea and chickpea-based proteins, but there were challenges around taste, texture.
“We have worked with different kinds of proteins and it’s a challenge to bind the noodles. For example, we have experimented with pea protein. Binding was an issue and there was a strong smell that comes with its use.
“Since we are dealing with food, we want the food to be delicious and palatable. It cannot be something that people do not want, there’s no point in doing so.
“We also want to ensure that the noodles are non-soggy and would not break apart when consumers cook it.”
The texture of the high protein postbiotics noodles, as she described, was almost similar to that of ramen.
The company will continue its next phase of R&D by exploring other protein sources. This is to cater to consumers who might be allergic to soy that it is currently using.
Costing is also another area that the company has taken into consideration.
According to Nah, the fortified noodles are about 20 per cent higher in cost than the non-fortified ones.
“We are selling staples, it’s an everyday food, and so we also want to make it stable and cost-effective.”
Two-pronged approach – B2B and B2C
Having moved to a new factory from its previous address at Defu Lane to Woodlands Terrace, the company now has a bigger capacity and is hoping to ramp up its B2C business.
As such, the plan is to introduce its high protein postbiotics noodles into supermarket chains instead of only selling it online.
Nah pointed out that there have been queries to purchase their noodles from the public, which was also a reason for wanting to move into the B2C sector.
The company is also promoting its latest innovation to its B2B partners, including hawkers and restaurant chains.
For the next gen
Asked the reception towards its postbiotics noodles launched earlier on, Nah said that there were challenges faced in encouraging uptake among hawkers.
A main reason is due to inertia and tendency to stick with existing dietary habits.
“We are providing a staple. Throughout the day in an Asian diet, one meal could be noodle-based, and so we want to offer something that is healthy for the nation, and to offer more choices, rather than just the regular noodles, that’s why we are embarking on the journey of offering functional noodles.
“We run a so-called noodle lab, where our team will come up with new ideas and explore different ingredients, work on the recipe to make sure that it works, and eventually offer it to our customers.”
She said that the company would continue with consumer education and prepare itself with the up-to-date know-how in manufacturing healthier noodles.
“I believe we are in this for the long haul, we are doing something for the next generation, and I strongly believe in that.”
