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Yippee
Noodles is a category that was established in India by Maggi. Maggi had introduced Noodles in the early 1980s, and it was one of those fast foods that did not have an Indian origin (Bhattacharyya, 2015). Maggi was an instant hit based on its ‘two minutes’ positioning that meant that it could be prepared easily. The strong association with kids at a later point in time was also extended to adults, and after about 35 years of the brand’s launch, noodles are consumed by adults and kids alike (see the Maggi chapter for more details).
In the year 2010, the Yippee brand from ITC introduced its noodles (ITC, n.d.). ITC, with its strong supply source strengths and distribution network, introduced the offering initially in Bangalore, and at ...
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