Wan thai in Bt30m noodle campaign

This will boost its market share from 22 per cent last year to 23 per cent at the end of this year, said president Satoru Nakamura.

He added that after the price of instant noodles increased from Bt5 per pack to Bt6 in the first quarter, demand had dropped by an average of 10 per cent in the overall market. The company's sales in the first half also fell 10 per cent. However, the company believes demand for instant noodles will recover in the second half, and it has introduced its latest flavour Yum Yum Jumbo Tom Yum Seafood. The company is considering also launching other flavours by year-end to boost sales growth to 5 per cent.

Meanwhile, the company has tried to reduce management overheads in the face of rising raw material costs, especially palm oil and wheat flour.

At present, Yum Yum brand is ranked third, with a market share of 22 per cent last year. MaMa is the market leader, followed by WaiWai.