History of Shan Shoop
Shoop noodles were launched by Shan foods pvt limited in 2012 as the instant noodle market was
expanding in double digit. They saw this opportunity as the instant noodle market was dominated by Knorr
and Maggi and there were no local player. Initially they launched in six different variants : Chicken, Masala,
Soicy lemon, BBQ ketchup and Bombay biryani and their formulation of noodles has 50 % wheat proteins.
Shoop primarily targeted children between 6 to 12 years and the secondary target market was mothers
between 18 and 35. The most popular variant was masala. Shoop entered as a new player in the market
whereas its competitor knorr was at the maturity stage and had captured most of the market. It was
initially launched as having characteristics such as ease and convenience in addition to being a proper
meal because of its wheat protein content.
In 2013 it launched its first ATL campaign and sponsored Arts council play “Cinder Jutt”. In 2014-2015 it
discontinued three variants and focused more on Chicken, Chapata and Masala.
Current Market Performance of Shoop Noodles:
Shan Shoop noodles were introduced in 2012. Since its introduction it faced competition from two major
instant noodles brands Knorr (Unilever) and Maggi (Nestle). According to Euromonitor the brand share of
Shan Shoop noodles has faced a decreasing trend after its introduction. Since the last two years it has
been stable. The market leader in noodles currently is Knorr with 55% market share (Researchsnipper).
After the ban of Maggi noodles in India by the food regulator due to the presence of lead there has been
a major hit on the sales of Maggi which can translate into opportunity for other noodle brands to capture
Maggi’s declining share. Out of the domestic brands only Shan Shoop has a significant share in the
noodle’s category.
Table 1 Brand shares % in rice, pasta and noodle category
Knorr (Unilever Group)
Company
Name (GBO)
Unilever Group
Maggi (Nestlé SA)
Shoop (Shan Foods
(Pvt) Ltd)
Nestlé SA
Shan Foods
(Pvt) Ltd
Brand Name
2013
2014
2015
2016
2017
2018
6.8
7.1
10.6
9.2
8.8
8.7
6.1
6.1
3.1
4.6
4.5
4.6
1.5
1.7
1.3
1.2
1.1
1.1
Shan shoop noodles have recently introduced an alternative flavor as well as a liquid tastemaker in
hope of increasing their consumer base via differentiation. There is a stro ng category growth
expected in the rice, pasta and noodles category which is a great opportunity for Shan (9% CAGReuromonitor). Currently the company has recognition in the market and a significant share in the
market – (11% in instant noodles category)