Pasta, noodle and rice products to watch.

What’s driving sales in the pasta, noodles and rice categories?

We checked in with the Foodstuffs team to find out what’s trending in their stores. They shared: “Pasta continues to be a pantry staple, particularly during the colder months when consumers gravitate toward comforting meals. The category is highly substitutable, with relatively low brand loyalty, and we’ve seen growth at both ends of the spectrum, from budget-friendly entry-level lines to premium offerings.

“The latter reflects a broader trend of consumers dining out less, yet still seeking restaurant-quality meals at home and willing to trade up for a better experience. As a result, innovation and differentiation in quality and provenance will be important for brands to maintain relevance.

“While there’s less movement in the rice and noodles category at present, these pantry essentials continue to deliver value for money and versatility, particularly in multicultural households. There’s an opportunity for brands to connect with evolving consumer tastes through innovation in flavour profiles and formats.”

Your favourite Jin Ramen, now in a whole new look!

OTOKI, a trusted Korean food brand since the 1960s, brings authentic flavours from South Korea to New Zealand. Alongside popular imported items, OTOKI also locally produces beef broth concentrates, dressings, and sauces tailored to local tastes.

Jin Ramen, one of Asia’s most beloved noodles, has just been rebranded with a bold new package. The updated look brings a modern touch while delivering the same great taste K-food fans love. The Jin Ramen lineup includes Mild, Spicy, Chicken, and Veggie flavours, available in convenient mini cups and bowls for quick meals, as well as multi-packs for home cooking.

Widely loved across Asia and beyond, Jin Ramen remains a favourite among fans worldwide. As seen in many recent global films, series, animated shows, and digital platforms, Korean ramen (ramyeon) is a growing global trend. Now’s the perfect time to discover the irresistible charm of Jin Ramen — the perfect combination of chewy noodles and a rich, flavourful broth.

Enjoy it your way: pour boiling water into a mini cup or bowl for a quick meal, or cook a multi-pack on the stove for a richer experience. Either way, it’s ready in just a few minutes!

Find the Jin Ramen range at Woolworths, PAK’nSAVE, New World, Gilmours, and Asian supermarkets.

For more information, please contact: Sales team: sales.nz@otoki.com www.otoki.co.nz

Follow us on Instagram: @otoki_newzealand

Armando Pasta arrives in New Zealand

Wilson Consumer Products markets the Diamond Pasta and Rice Risotto, as well as Armando pasta, and serves as the sales agent for Kings Choice Rice.

“Diamond is also New Zealand’s most established pasta brand and was launched around the time of World War II,” explains Susan Harvey, Marketing and Business Development Manager.

“Generations of Kiwis continue to love the Diamond Pasta and it is still proudly New Zealand owned today. Diamond Pasta has experienced phenomenal growth over the past few years and is currently the number one pasta brand in New Zealand with 33.6% $ growth over the last 12 months*.” you to experience the true taste of Italy in your own kitchen.

Within the rice and side dish categories, Wilson Consumer Products has two top-performing brands.

“Kings Choice Rice has been selling in the New Zealand market for more than 30 years and is still the preferred rice brand of many Kiwis,” says Harvey.

Kings Choice has a number of the high-quality and popular rice varietals as part of its range including Jasmine, Long Grain and Basmati.

New Zealand pasta lovers, get ready to elevate your meals! Italy’s premium Armando Pasta, winner of the 2024 Italian Consumer Quality Award, is now available in New Zealand.

Armando Pasta is renowned for its authenticity and exceptional quality. Made from premium 100% Italian-grown durum wheat, Armando Pasta starts with wheat care. A direct partnership with 760 Italian wheat farmers has preserved the integrity of generations-old farming practices. This ensures very high quality durum wheat and optimal gluten levels and zero pesticides or glyphosates.

Crafted with wheat that is naturally high in protein, Pasta Armando offers a superior taste, exceptional texture, and the bronze die ensures the pasta holds sauces beautifully — all hallmarks of truly great pasta. Armando invites

“Diamond Rice Risotto is a staple in many Kiwi kitchens and the base for whipping up a quick midweek meal for the family. Its versatility and flavour makes it a winner in Kiwi kitchens,” says Harvey.

For recipe ideas visit diamondmeals.co.nz.

*Circana Data Diamond Pasta MAT $ growth to 25/5/25 versus YA.

The FMCG Business team endeavours to produce a monthly snapshot of category news and highlights, based on information from participating clients, plus a table of the freshest data available at time of print. If you wish to contribute news for upcoming category reports, please contact trubanowski@fmcgbusiness.co.nz