Nisshin Seifun Welna’s Global Ambition with “HAYAYUDE” Pasta: Can Time-Saving Pasta Succeed Worldwide?

Japanese biggest Pasta Brand Nisshin Seifun Welna’s is looking to enter global market with “HAYAYUDE (quick-cooking)” Pasta.

Building on its domestic success, Nisshin Seifun Welna is making a serious push into the European and American markets with its time-saving dried pasta brand “HAYAYUDE.” The brand’s key selling point is its proprietary technology that allows the pasta to cook in less than half the time of regular dried pasta while maintaining a firm, al dente texture.

Although the European market is dominated by strong competitors like Italy’s pasta giant Barilla, Nisshin Seifun Welna has identified a unique competitive edge: reducing environmental impact. The company emphasizes that “shorter cooking time” means “less fuel consumption” and “lower CO2 emissions,” a compelling message aimed at environmentally conscious consumers in Europe and North America.

The first step in this global strategy was its debut at “SIAL Paris 2024,” one of the world’s largest food exhibitions held in Paris, France, in October 2024. At its booth, the company showcased its flagship product line “Ma-Ma HAYAYUDE Spaghetti FineFast,” offering tastings to more than 21,000 visitors. European food buyers were impressed by the pasta’s quick cooking time and high quality, giving the brand positive reviews.

While Nisshin Seifun Welna already dominates Japan’s dried pasta market with a 45.5% market share, its challenge now lies in expanding into the competitive Western market. The global pasta industry has seen a resurgence due to increased home-cooking demand during the COVID-19 pandemic. In Japan alone, domestic pasta production rose by 4.9% in 2024 compared to the previous year, while imports surged by 9.5%.

Armed with domestic market expertise and a clear eco-friendly value proposition, Nisshin Seifun Welna is determined to carve out its place in the highly competitive global pasta market. Success will depend on how well its dual message of sustainability and time-saving convenience resonates with international consumers.

Source:Nikkei X Trend December 4th 2024