Nippon Ham has launched its first one-handed ramen, “BOOST NOODLE,” in a resealable spout pouch container, available online starting July 27 and at select convenience stores. The product, developed by a young gamer as part of Nippon Ham’s “Development Koshien” competition, aims to tap into the growing eSports market.
The idea stemmed from the developer’s own gaming experience, addressing the challenges of eating without dirtying expensive gaming equipment, needing a quick one-handed meal during intense gaming sessions, and desiring a food-like alternative to jelly drinks. The ramen includes short-cut noodles, pork, and bamboo shoots in a thick, gel-like fish and pork broth, with patent applications for its design.
Priced at ¥660, the product targets men in their 20s and 30s, a demographic that favors ramen. With Japan’s eSports market projected to grow from ¥12.5 billion in 2022 to ¥21.8 billion by 2025, Nippon Ham is positioning itself in this expanding sector.
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