CG Foods is part of the Chaudhary Group conglomerate that operates in over 32 countries.
The firm positions Wai Wai noodles as a ready-to-eat (RTE) snack that can be flavoured according to personal preferences – crushed noodles straight from the pack seasoned with spices.
This is a unique versatility that sets them apart from traditional instant noodle brands, said Managing Director of CG Corp Global Varun Chaudhary.
“Wai Wai noodles can be consumed straight from the pack, cooked, enjoyed as a soup, or turned into street snacks. This makes them highly popular among younger consumers,” said Chaudhary.
“In addition, other varieties like vegetarian masala, chicken, atta noodles, and unique regional flavours such as Korean chili, Akbare, and Jain Masala offer diverse choices to consumers with adventurous palates. Hence, it can be said that our Wai Wai noodles, especially our RTE range reflect decades of heritage while catering to the growing demand for convenient and shelf-stable products.”
The firm also pushes a different narrative for instant noodles – which are often seen as heavily processed – and packages Wai Wai as an RTE food that contains real ingredients.
“Wai Wai noodles are prepared with real chicken and vegetables, using advanced food processing technologies such as hygienic sourcing, precision-controlled cooking, dehydration, and premium packaging. These processes ensure extended shelf life,” said Chaudhary.
This aligns with increasing demand for less processed convenience foods, leading to the launch of its RTE vegetarian and chicken noodles earlier this year.
“Our market research revealed noodles as a preferred meal among consumers and students who seek authentic flavours with the ease of ready-to-eat options,” said Chaudhary.
“We also identified a gap in the market for nutritious, real-ingredient meals that cater to both vegetarians and protein seekers. These findings prompted us to develop RTE noodles in both vegetarian masala and chicken variants and offer a delicious, wholesome meal option for everyone.”
The firm sees strong demand for such RTE foods in India and has plans to widen its footprint in the country, with sights set on global expansion.
Expanding beyond Nepal and India
There is growth potential in India due to the cultural affinity for noodles and rapid urbanisation, said Chaudhary.
“Currently, we enjoy strong demand and consumer support from India’s East and Northeast regions, which collectively drive 50–60% of our revenue. Additionally, as we expand our portfolio and strengthen distribution channels, I am optimistic about scaling expansion in North, West, and South India, as well as in South Asian, Eastern European, and Middle Eastern markets,” added Chaudhary.
“In this next phase, our local manufacturing facilities and wide global distribution networks will enable us to seize growth opportunities and serve consumers who seek wholesome and convenient food options.”
Heeding wellness trends
Looking ahead, CG Foods plans to diversify its portfolio with products that reflect health-conscious eating habits, particularly among Millennials and Gen Z.
This includes lowering sodium content and developing new snack and seasoning formats.
“We already have a strong presence in the snacks, sauces, and seasonings segments, and aim to broaden our product portfolio beyond noodles in the coming years. Over time, we hope to leverage our RTE brand equity to expand into more health-focused categories and launch new food formats to match evolving tastes and preferences,” said Chaudhary.
CG Foods was established in Kathmandu in 1984 to manufacture instant noodles in collaboration with Thai Preserved Food Factory. The Wai Wai brand name from the Thai firm was retained for its familiarity among consumers.
