Moving into Meals, Omsom Takes a ‘Saucy’ Approach to Instant Noodles

Asian sauce brand Omsom is moving into meals with its new Saucy Noodles launch, marking the brand’s first major line extension since the company hit the market in May 2020.

Initially launching in four flavors— Soy Garlic, Coconut Lemongrass Curry, Garlic Black Pepper, and Chili Sesame — the noodle kits move the self-described ‘proud and loud” Asian food maker into the center of the plate. Ready in only four minutes (on the stovetop) and made with air-dried, knife cut noodles, Saucy Noodles are positioned as an alternative to lesser quality instant noodle options, the brand said, which often rely on powdered sauces.

At launch Saucy Noodles will be sold direct-to-consumer on the company’s website for $39 per 8-pack of each flavor or variety pack of 10 for $49. Major retailers, including Whole Foods stores nationwide, will come online in June.

“As kids, our refugee parents had limited time between work and raising us, so instant noodles became a close friend of ours from an early age. From instant spicy kimchi noodles to OG classics like beef broth ramen, we’ve long been fans of the category,” said co-founder Kim Pham in a statement. “However, for many, instant noodles are synonymous with a ‘cheap’ or ‘lackluster’ choice. We’re bringing our signature proud and loud Asian American energy to celebrate this format in a new way.”

To promote the launch, Omsom debuted a new “eXXXtra saucy” brand campaign. With a “moody, retro aesthetic …and a hazy glaze to evoke a slower, more sensual eating experience,” the ads are designed to contrast with the brand’s typical vibrant colorways, as explained in the company’s press release.

Omsom was launched by first-generation Vietnamese sisters and co-founders, Vanessa and Kim Pham, who were committed to rewriting the narrative around Asian grocery food items and the use of MSG. The New York City-based brand currently offers seven “rip-and-pour sauces” that traverse many traditional dishes from the Asian continent.

The Pham sisters’ have used their outspoken voices to create a successful digital marketing strategy that has grown into nationwide distribution in over 1,000 retail stores including in Target and Whole Foods locations.

Utilizing the same R&D strategy as its sauces, Saucy Noodles were developed in collaboration with New York City restaurant chefs and food personalities that span Asian cuisine styles including Food & Wine’s Best New Chef 2021 Chef Lucas Sin.

Omsom has also utilized external partnerships to help draw attention to its product line. The company released a limited-edition package coinciding with Disney’s Raya and the Last Dragon movie, developed a recipe partnership with Instant Pot using Omsom sauces and rolled out a collaboration with quick-service salad restaurant concept Chopt.