Wow! Momo Expands FMCG Presence with Cup Noodles in India

Wow! Momo, a quick-service restaurant (QSR) brand in India, has expanded its footprint in the fast-moving consumer goods (FMCG) sector with the introduction of Wow! Noodles. This new range of cup noodles features Indian and Asian flavors, catering to the demand for convenient and quick meal options.

The product lineup includes Thukpa, Khao Suey, Manchurian, Korean, and Chinese Bhel flavors, aiming to offer an instant meal solution in five minutes. Wow! Noodles is now available through multiple retail channels, including quick commerce platforms such as Instamart, Zepto, Blinkit, BigBasket, Flipkart Minutes, and D Mart Ready. It is also present in modern trade outlets like Reliance, More Retail, Spencer’s, Spar, and Ratnadeep. Additionally, the brand has expanded its distribution network to over 10,000 general trade stores across more than 200 towns and cities.

In addition to its retail presence, Wow! Noodles has been introduced in inflight menus on Akasa Air, Air India Express, and SpiceJet. The response from travelers has been positive, reinforcing its market reach beyond traditional retail spaces. To strengthen its market presence, Wow! Noodles has invested in in-store activations, product sampling, and strategic placements in modern trade outlets. 

Sagar Daryani, Group CEO and Founder, Wow! Momo stated, “At Wow! Momo Foods, innovation is in our DNA. With Wow! Noodles, we are disrupting the cup noodles category by bringing the perfect blend of desi and Asian flavors in a format that is both convenient and exciting. As we continue to expand our FMCG footprint, this launch marks a significant step towards making Wow! Momo a household name beyond QSR.”

Mithun Appaiah, CEO, Wow! FMCG added, “We are leveraging the strong brand equity of Wow! Momo to make Wow! Noodles a household favourite. With our focus on product innovation and strategic channel expansion, we are confident about an exciting year ahead—bringing new flavors, scaling our distribution reach, and disrupting the FMCG space.”

Wow! FMCG, which launched packaged momos 24 months ago, has grown its portfolio to 16 SKUs in the momo segment and now offers nine SKUs of cup noodles. The division has expanded to over 200 towns and cities, with a presence in more than 10,000 stores. The company has achieved an annual recurring revenue (ARR) of Rs 60 crore in a short period. Recently, Wow! Momo FMCG expanded internationally by launching its product range in the Middle East through a partnership with Lulu Group.