This document summarizes a personal study of 18 noodle products from 7 companies in India. It analyzes the key players in the Indian noodles market and the various ingredients and food additives found in instant noodles. Nestle's Maggi is the market leader, while ITC's Yippee brand has grown significantly in recent years. The document also discusses flavor enhancers like MSG and discusses labeling requirements for flavors in processed foods in Australia.

1. Personal Study of 18 Noodle Products of
7 Companies in India.
Chetan Reddy Nalla,
Food Enthusiast.

2. Disclaimer
• The general and scientific information in this
presentation is mostly lifted from various
sources like websites, books and Newspapers.
• Most of them are popular opinions and may
not comply to legal regulations.
• I recommend personal discretion and expert
opinion before adapting or practicing or
following what is mentioned in this
presentation.

3. 7 Companies and 18 Variants
1. Patanjali – Atta Noodles
2. Nestle – Maggi ( 2 Mins, Veg Atta, Oats,Chicken)
3. HUL – Knorr ( Soupy, Chinese Schezwan , Chinese Hot &
Spicy )
4. ITC – Sunfeast Yippee ( Classic masala, Magic Masala )
5. Nissin – Top Ramen ( Chicken Yummy Masala, Oats )
6. Capital Foods – Ching’s ( Hot Garlic, Schezwan, Singapore
Curry, Manchurian, Chowmein )
7. CG Corp – Wai Wai

4. NOODLES CATEGORY IN INDIA
• India is the world’s 5th largest noodles market
• Rural penetration with small pack size variants
are supporting growth.
• Pouch instant noodles register the highest
current value growth of 21% in 2014.
• Noodles are expected to see a 19% CAGR
value at constant 2014 prices over the forecast
period.

5. 63%11%
5%
3%
2%
1%
1%
1%
13%
Major Players 2014
Nestlé India Ltd
ITC Ltd
Bambino Agro Industries
Ltd
Indo Nissin Foods Ltd
Capital Foods Ltd
MTR Foods Ltd
CG Foods India Pvt Ltd
Hindustan Unilever Ltd
Others

6. 2009 to 2014
• Instant Noodle Product Category grew by 218%in last 5 Years!
According to the World Instant Noodles
Association, India consumed 5,340 million cups
or bags of instant noodles through 2014.

7. Perceptual Map
High
Availability
Low
Availability
High
Awareness
Low
Awareness

8. Maggi
Knorr
Yippee
Ching’s
Top
Ramen
Wai Wai
PriceHealthTasteProduct
Patanjali
MSG

9. Patanjali Atta Noodles
*Whole Wheat ( Healthier )
*High Energy (340 Kcal / pack )
*Fat (Rich in MUFA and PUFA – Hearty Healthy )
*Dietary Fibre (Satiety & Healthy bowel )
*Iron fortified ( Helps prevent IDA )
*Vegetable Garnishing (Taste & Texture)
*Made with Rice Barn Oil (Oryzanole – Antioxidant)
*Economic Pricing (15 Rs for a Meal )
Wide availability & fresh batches can propel the brand.
Opportunity to come up with more flavours.

10. Nestle Maggi

12. Maggi SWOT analysis
Strength
Market leader
•USP- Easy to cook & tasty
•Variety
•Brand loyalty
•Advertising strategy..
•Distribution channels
Weakness
Perceived as made up of Maida not good
for health and calories..
Heavily dependent on one flavor.
Atta variants are less popular.
Opportunities
•Availability of New segments (e.g. old
age people)
•Increasing level of income of
consumers and fast life.
•Unexploited rural market..
Threats
ITC, the competitor provides higher
margins to its distributors and growing
fast.
Top Raman has adopted the strategy of
reducing the price of its product.
Pathanjali Atta Noodles is Catching up
slowly.

15. ITC – Sunfeast - Yippee

16. Yippee’s Market Share
Year
Yippee’s Market
Share
2014 10.81%
2013 8.31%
2012 5.30%
2011 3.40%
2010 0.71%
Sunfeast’s market share has grown from 0.71% in 2010 to
10.81% in 2014

17. Positioning
‘The
Better
Noodle’
Non-
sticky &
Smooth
Long &
Tasty
Does not
form lumps
even 30
minutes after
cooking

18. What is Packed into the Noodles ?
• Wheat ( Whole or Refined or Mix ),
• Oil ( Edible Vegitable Oil or Refined Palm Oil or
Rice Bran Oil )
• Dehydrated Vegetables,
• Spice Mixes,
• Salt, Sugar,
• Food Additives

19. Food additives serve 5 main functions
1.Give the food a smooth and consistent
texture.
2.Improve or preserve the nutrient value.
3. Maintain the wholesomeness of foods.
4. Control the acid-base balance of foods and
provide leavening.
5. Provide color and enhance flavor.

21. • Food additives are substances added to food to preserve flavor or
enhance its taste and appearance.
• They become part of a food product when they are added during
the processing or making of that food.
• To regulate these additives, and inform consumers, each additive is
assigned a unique number, termed as "E numbers“.
• The following Food Additives were used in the noodles studied :

22. CODE ADDITIVE ROLE FUNCTION
E 150 d
Sulfite Ammonia
Caramel
Caramel Colour
Colours make food look
more attractive and can
be added even to restore
color during processing.
E 170 (i) Calcium carbonate Anti Caking Agent
Performs the role of
being an white colour for
surface coating, and adds
Calcium content to the
product, anticaking
agent, firming agent,
flour treatment agent &
stabilizer.

23. CODE ADDITIVE ROLE FUNCTION
E319
Tertiary Butyl
Hydroquinone
Antioxidant
Helps to stop oils & fats
from deteriorating and
develop rancid
flavors.Prevents foods
from oxidising or going
rancid
E 296 Malic Acid Acidifying Agent
Maintain Acid
balance.Colour Enhancer
and Stablise Colour
E 330 Citric Acid Acidifying Agent
Enhances the
effectiveness of other
antioxidants.

24. CODE ADDITIVE ROLE FUNCTION
E 399 (ii)
Calcium
lactobionate
Firming agent
Makes the mix non
hygroscopic.
E 412 Guar gum Thickening Agent
Enhance texture and
consistency.Add
viscosity , bind the
product together and
prevent drying out
too quickly.E 415 Xanthan Gum Thickening Agent

25. CODE ADDITIVE ROLE FUNCTION
E 450 (iii)
Tetra sodium
pyrophosphate
Buffering Agent /
Emulsifying Agent
/ Stabliser
Maintain even food
dispersion.Binds
metals and prevents
discoloration due to
metals.
E 451 (i)
Sodium
Triphosphate
Humectant
Buffers, stabiliser and
emulsifiers. Also used
to retain water during
processing. Keeps
food moist. Prevents
food from drying out.
E 452 (i)
Sodium
Polyphosphate
Emulsifying Agent

26. CODE ADDITIVE ROLE FUNCTION
E 500 (i)
Sodium
carbonate
Acidity Regulator
/ Anti Caking
Agent / Rasing
Agent
Acidity Regulator -
Regulate or adjust the
acid/alkali level in the
food to maintain a
sour or sharp taste.
Anti Caking Agent -
Helps prevent food
particles from sticking
together.
Raising Agent - A
substance which
increases dough
volume by producing
gas.
E500 (ii)
Sodium Hydrogen
Carbonate
E 501 (i)
Potassium
carbonate
E 501 (ii)
Potassium
bicarbonate

27. CODE ADDITIVE ROLE FUNCTION
E 508
Potassium
chloride
Mineral Salt /
Gelling Agent
Facilitates the
formation of a gel to
change food texture
E 551 Silicon Dioxide Anti Caking Agent
Reduce the tendency
of particles to stick
together.

28. CODE ADDITIVE ROLE FUNCTION
E 621
MonoSodium
Glutamate
Taste Enhancer
Enhance a food’s
existing flavor.
E 627
Disodium
Guanylate
Taste Enhancer
Enhance a food’s
existing flavor.
E 631
Disodium
Inosinate
Taste Enhancer
Enhance a food’s
existing flavor.
E 635 (
E627 +
E631 )
Yeast Extract,
Disodium 5'
Guanylate +
Disodium 5'
Inosinate
Taste Enhancer
Enhance a food’s
existing flavor.

29. Flavour Enhancers ( E621 , E627 , E631 , E635)
• MonoSodium Glutamate, MSG ( E621), Disodium Guanylate ( E 627 ), Disodium
Inosinate ( E 631 ), Sodium 5’Ribonucleotide ( E635 ) are all flavor enhancers which
add a salty, savory taste to foods.
• E 635 is a Combination of E 627 and E 631 and is a flavor enhancer which is
synergistic with glutamates in creating the taste of Umami.
• A mixture of 98% monosodium glutamate and 2% E635 has four times the flavor
enhancing power of monosodium glutamate (MSG) alone.
• As a group, these additives are known collectively as Ribonucleotides, Nucleotides
or scientifically as 'the 5 prime nucleotides'. In the USA, these additives are called
Food Flavor Enhancers Disodium Inosinate or Ionosine MonoPhosphate (DSI or
IMP), Disodium Guanylate or Guanosine Monophosphate (DSG or GMP), and the
combination of IMP and GMP (I&G).
• IMP, GMP and I&G are also known as nucleotides. Reactions can range from a
single itchy rash to life-threatening swelling of the lips and tongue. If you eat these
additives once a week or more, you may appear to have a chronic rash. You don't
need a history of rashes or food allergy. Anyone can be affected.
• Ribonucleotides (or Disodium Inosinate and Disodium Guanylate) cause a sudden
rapid heart rate (up to 160 beats per minute) and also trigger anxiety attacks.

30. Flavour Enhancers…Contd
• They can be listed either by name or by additive number (sometimes
called ‘E numbers’) as you will see below.
• Legally, these chemicals can also be ‘hidden’ in terms such as ‘spices,’
‘yeast extract,’ ‘hydrolyzed vegetable protein,’ and ‘flavoring’ so it is better
to avoid products with any of these dodgy terms on the label.
• You will also see Yeast Extract and Soy Protein Concentrate – legally MSG
can be hidden in these ingredients and they do not have to report MSG as
an additive.
• Most doctors, allergists and dermatologists appear to have no knowledge
of the effects of these additives.
• Reactions can occur up to 48 hours or more after eating this additive

31. MonoSodium Glutamate ( MSG – E 621 )
• MSG (monosodium glutamate) was the first of the flavour enhancers. It was originally
developed from a kombu seaweed extract by a Japanese scientist in the early 1900s and
launched in the US in 1948, where it rapidly became a multi-billion dollar business used
to intensify the flavour of tasty takeaways, snacks, soups, sauces and meat-based meals.
There were early reports in medical journals of Chinese Restaurant Syndrome, a
condition occurring within 30 minutes of MSG ingestion and characterised by headache,
a burning feeling, facial pressure and chest pain, sometimes with diarrhoea, and
occasionally with sweating and palpitations that could be mistaken for a heart attack.
Later, there were reports of MSG-induced asthma. Due to extensive industry promotion
of MSG as safe, targeted in particular at health professionals, adverse effects of MSG are
now considered controversial in the medical literature although recognised by consumers
and allergy clinics worldwide.
• Consumers are frequently confused because manufacturers can hide sources of MSG in
other ingredients. For instance, all the following ingredients may contain high levels of
glutamates which don’t appear as MSG on the label: hydrolysed vegetable protein (HVP),
vegetable protein extract (derived from wheat, soy beans or other
vegetables), hydrolysed plant protein (HPP), yeast extract, vegetable extract, soy sauce,
Worcestershire sauce and soy extract. There are many ways of describing these on a
label. If a delicious ‘all natural’ spread, sauce, stock or seasoning seems to be made
largely from soy bean, wheat or vegetable protein of any description, you would have to
suspect that it has been broken down with acid in a laboratory to create free glutamates.

32. The new flavour enhancers,
Nucleotides.
• In the 1990s, a new set of flavour-enhancing chemicals called nucleotides were
introduced. These additives (disodium guanylate 627, disodium inosinate 631, and
ribonucleotides 635, a combination of the previous two) were developed to boost
the flavour enhancing effects of MSG by up to 15 times and, like MSG, are made in
giant factories where they are synthesised from yeasts and regarded as natural.
• They can appear in products labeled “No MSG” although usually there is some
natural form of MSG such as yeast extract present. Since the introduction of
nucleotide flavour enhancers, the Food intolerance Network has received more
adverse consumer reports about these additives than any other, with some
consumers complaining about ‘years of hell’. Some people who have tolerated
moderate amounts of MSG all their lives can have dramatic reactions to
ribonucleotides, with a variety of symptoms from itchy skin rashes (Ribo Rash),
swelling of the lips, tongue or eyes, anxiety, heart palpitations, panic attacks,
headaches, heartburn or muscle spasms to sleep disturbance or behavioural
disturbance in children.
• Effects can become apparent any time from within minutes to 48 hours later
several days later and can last for up for a week or more, sometimes coming and
going during that time.

33. Flavour Enhancers…Contd
• Disodium guanylate and disodium inosinate do not contain MSG, but
work synergistically with free glutamic acid.
• When disodium guanylate and disodium inosinate are found on a food
label, consumers can be fairly certain that the labeled product contains
some hidden processed free glutamic acid (MSG).
• Disodium guanylate and Disodium inosinate are relatively expensive
food additives that would not be cost effective if they were not used in
the presence of MSG:
• E627 Disodium guanylate
• E631 Disodium inosinate
• People with little tolerance for processed free glutamic acid (MSG)
report reactions to pectin and to citric acid. Most of the citric acid used
in formulating food ingredients comes from corn rather than from citrus
fruit

34. Why flavours are added to processed foods
• Flavours are used in processed food because
overprocessing destroys flavour. When you
drink freshly made juice, it needs no added
flavours. But by the time apple juice, for
example, has been centrifuged, pasteurised,
filtered, clarified and cold-stabilised, much of
the original flavour has been lost.

35. The labelling rules have changed
• Until recently, Australian food labels followed the European
tradition of describing flavours as natural, artificial or nature
identical.
• For example, a strawberry-flavoured yoghurt could contain natural
flavouring substances whether derived from strawberries or not .
• A nature identical flavouring substance than has been synthesised,
but is chemically identical to a substance found in nature or an
artificial flavour, that has been synthesised and has not yet been
identified in any natural product.
• While you can still find these terms on some product labels in
Australian supermarkets, the labelling regulations changed in 2002,
so technically, the term ‘natural flavours’ does not now comply with
the code.

36. Artificial Banana Flavour
• If you studied high school chemistry, you probably made
artificial banana flavour as part of the curriculum. It’s done
by combining amyl alcohol and acetic acid in the laboratory
using sulphuric acid as a catalyst and not a banana in sight.
You will probably remember the result, a chemical called
amyl acetate that smells surprisingly like ripe bananas -
because it’s the dominant flavour chemical in bananas.
• If a solvent is used to extract this chemical from bananas,
the resulting amyl acetate is then regarded as a natural
flavour, despite being the same chemical as the amyl
acetate made without bananas.
• Other flavour chemicals include ethyl propionate for a
fruity flavour, cinnamic aldehyde for cinnamon, diacetyl for
butter and there are several thousand more.

37. Relationship between flavours and
smells.
• Flavours and smells are irretrievably linked because flavours are recognised
mainly through the sense of smell. That is why you may notice that your
food loses its flavour when you have a cold. You can test this for yourself by
holding your nose while consuming a food with a strong aroma such as
chocolate or coffee - you will have trouble identifying the characteristic
chocolate or coffee flavour, although you can still distinguish the basic
flavour, such as sweet, sour, salty or bitter.
• Up to ninety per cent of your perception of taste actually comes from your
sense of smell, so the flavour of a food can easily be changed by keeping the
same base flavour while altering the aroma, a technique often used in
processed foods.
• There can be hundreds of volatile organic compounds (VOCs) - chemicals
that are in a gaseous state at room temperature - involved in a complex
aroma. The giant chemical companies that make flavour additives generally
also make fragrances for perfumes, personal care and household cleaning
products.

38. Why flavours can affect your health
• The first step to understanding how flavour and
fragrance additives can affect your health is to realise
that all foods consist of natural chemicals.
• For example, an apple contains over 1000 natural
flavouring chemicals, some of which are known to
cause health problems for some people in big enough
doses.
• Eating is a chemical balancing act. We have to balance
the benefits of nutrients such as vitamins and minerals
against the side effects of natural pesticides and other
chemicals that may contribute to various conditions.

39. Flavour enhancers are not the same as flavours.
• If you’ve ever wondered how manufacturers can say ‘no artificial colours or flavours’ on
products such as flavoured noodles which contain MSG (listed as flavour enhancer 621),
the answer is that ‘flavours’ and ‘flavour enhancers’ are different classes of additives
according to food regulators, flavours being ‘intense preparations’ added to impart taste
and/or odour, whereas a flavour enhancer enhances the existing taste.
• Do not confuse added flavours with added flavour enhancers, another group of chemicals
that occur naturally but can be concentrated or created by processing.
• Glutamates are often found in tasty foods but can be added in a concentrated form as MSG
(monosodium glutamate).
• As with salicylates or any other chemicals, the more you eat, the more likely you are to be
affected.
• A few people are not affected at all, others are only affected when they eat extremely high
doses, and others are so sensitive they will be affected even by small amounts.
• As a concentrate, MSG can easily be added to any foods in much greater quantities than in
nature.
• A study of 59 normal volunteers found all except one reacted to MSG added to home-
made chicken soup, with the most sensitive to the smallest amount (3 grams) and most
subjects reacting to higher doses.
• Although the doses of glutamates in natural foods are tiny compared to added MSG, some
sensitive consumers are affected by them.

40. Disadvantages of Food Additives
•
Effects on health
Food additives if taken in access can cause side effects. For
instance, the colourings in food can cause hyperactivity in
children. And also, some people are allergic to food
additives such as flavourings and preservatives.
Effects on the environment
Food additives require chemicals and processing, which
require the use of more energy to produce the food. So
food additives contribute to a higher carbon footprint for
whatever food product it is, which thus contributes to the
carbon greenhouse gases that should be curbed right now.

41. Thank You