'YiPPee!' I love ITC instant Noodles !

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There has been lot of buzz about the instant noodles in india recently. Some are against the ban while others support it. While the trendsetting instant noodle brand is still in “Vanwaas” and trying hard to make a comeback, the others are vying for the vacant spot in the Indian Market.

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The recent trends shows that the YiPPee!’ from the ITC stable has now made a strong presence in the instant noodles marketplace with some unique prepositions that separates it from the rest of the players.

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I was privileged to be part of the blogger meet on behalf of the Foods Division of ITC Limited. ITC, as we all know, has been making impressive progress in building world class household food brands in India.The brands like ‘Aashirvaad’, ‘Sunfeast’, ‘Dark Fantasy’, ‘Dream Cream’, ‘Delishus’, ‘Bounce’, ‘Bingo!’, ‘Yumitos’, ‘B Natural’, ‘Candyman’, ‘mint-o’, ‘GumOn’, ‘Kitchens of India’ and ‘YiPPee!’ are some of its famous packed foods.

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Since there has been widespread health concern regarding consumption of noodles, ITC has been actively communicating with its consumers through print and online media to assure about its safety and hygiene standards.

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This gathering was aptly named, ‘ITC Foods You Ask We Answer’, and was aimed to inform us on how ITC is working hard to build a successful food brands.Also it was an open forum to clear any doubts and curiosities related to company’s packaged foods products.

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ITC Foods CEO Rajesh V L, was very candid and outspoken with us on how ITC forayed into the food market few decades ago.He shared with us the organisation’s belief, objectives and long term plans including the future launches.

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Kavita Chaturvedi ,Head of Marketing too shared her insight onYippee! as she has been associated withe brand since its conceptualisation. She briefed us about how ITC did intensive research on the instant noodle space.And it was with the launch of Sunfeast Yippee! in the year 2010, ITC entered the instant noodles segment after lot of research and development. The round shaped block was introduced that was convenient to cook even without breaking into pieces, thus ensuring long and slurp sounding noodles that children relish. Special moulds were sourced from Japan for producing the round shaped noodles at their state of art production unit situated in suburban Bangalore. To ensures that the noodles does not lump even 30 minutes after cooking, a special scientific process is being followed.

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Presently we can savour Yippee! instant noodles in three slurpy variants namely the Classic Masala, Magic Masala and Chinese Masala. As the name suggests,the Classic Masala is the Classical perfect blend of spices Indian Masala flavour. Magic Masala is a special masala created by ITC with spices and also has five different types of dehydrated vegetables. To cater to indian Chinese palates , the Chinese Masala has unique combination of Chinese and Masala Flavours. My favourite however is the Classic Masala one.

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This was followed by the much awaited Q & A session where lot of my queries were answered and doubts were cleared.

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Soon after this Yippee talk, Master Chef Kamlesh Joshi from renowned EDO , the Japanese cuisine restaurant at ITC Gardenia presented the master class on cooking the Khow Suey withYippee noodles. Certainly you can do lot with these noodles !
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