In December Lee Kum Kee created The House of Noodles as part of its multi-channel marketing campaign to launch its new noodle range, which hit UK shelves this winter, offering consumers an authentic taste and premium handmade-style texture.

The House of Noodles opened for one weekend only on Saturday 13 and Sunday 14 December, delivering a creative 360° multi-sensory experience. With 20,000 people visiting over the two days, it was the centre point of the brand’s biggest UK marketing initiative to date. Crafted to seamlessly blend taste, sound, play and visual spectacle, The House of Noodles showcased the product in a completely immersive and interactive way, engaging with consumers on a one-to-one basis and introducing them to what authentic noodles should taste like.

Set inside the iconic Outernet, one of the UK’s most exciting and most-visited cultural destinations, and created with Jackanory Events, Kith&Kind PR, and Together Agency, the immersive pop-up highlights featured:

• The ‘Noodley Couch’ – a custom made noodle-inspired Noodle Couch created to resemble swirling bowls of noodles. Complete with cushions shaped like bok choy, soft-boiled eggs, and char siu slices.
• A floor-to-ceiling hanging noodle installation for guests to wander through and get lost in strands of ‘noodles’ whilst capturing playful photos.
• A custom-made claw grabber machine, offering the chance to win limited-edition noodle hats, chopsticks and Lee Kum Kee meal kits. A giant noodle wall provided another moment for photos and interaction.
• A large-scale digital screen installation surrounded the space with hypnotic noodle-themed visuals.

Lee Kum Kee Noodles

The House of Noodles and wider marketing campaign support the launch of Lee Kum Kee’s first-ever noodle products in the UK. The Plain Noodle range – featuring four authentic Asian-style varieties: Egg, Ramen, Knife-Cut, and 4-Flavour Noodles* – has been designed to give consumers authentic and bold Asian-style noodles with great quality and texture, and ultimate convenience and speed of cooking.

Each product is ready to eat in under three minutes – with the exception of the Knife-Cut noodles, which are ready in just five minutes – and all offer a 90g portion per serving. The four new products include:

• Egg Noodles – Smooth, golden and handmade in style, offering a springy bite. Ideal for multiple meal occasions, from quick stir-fries to light soups.
• Ramen Noodles – Designed for consistent quality and texture, these noodles retain their springiness even after cooking. Suitable for hot broths, chilled dishes or modern fusion recipes.
• Knife-Cut Noodles – A first to the UK market, hand-style thick ribbons that bring standout texture and strong visual appeal. Their shape holds sauce beautifully, making them perfect for premium meal solutions.
• 4-Flavour Noodles* – Combining ramen, soba, spinach and purple sweet-potato noodles in one packet, this innovative mix adds colour and excitement to shelves. Offers retailers an eye-catching product for adventurous cooks seeking variety.

Additionally, Lee Kum Kee has launched a brand-new Noodles Kit range for consumers looking for quick meals without compromising real, bold flavour. These include:

• Two soup options – a creamy Singapore-style Satay broth, and a rich, nutty Sichuan-inspired Dan Dan
• Two sauce-based options – spicy Mala and the fragrant Shallot Oil.

Each kit comes with chewy, handmade-style knife-cut noodles and cooks in just five minutes, making it an easy, delicious choice for any day of the week.

Retailers:

Lee Kum Kee Egg and Knife-Cut Noodles are now available in Sainsbury’s

The full range is available on Amazon and Lee Kum Kee eShop.

Egg, Knife-Cut, Ramen and 4-Flavour are available in 180g [RRP £1.50] and 360g [RRP £2.50] packs, offering a premium product at an everyday price point.

Lee Kum Kee will also launch its noodle kits [RRP £2.50], pairing plain noodles with specially crafted sauces, on Amazon.

*4-Flavour Noodles are available in 360g packs, and 2-Flavour Noodles in 180g packs.