Adnkronos (Adnkronos) – In collaboration with GBfoods
What's really inside a pack of noodles? It was with this question in mind that, three years ago, GBfoods Europe—a leading European player in the food and fast-moving consumer goods sector—undertook a transformation journey that led to the development of the new Saikebon recipe, made with 100% natural and recognizable ingredients, free from palm oil and artificial additives like monosodium glutamate (MSG).
An evolution that has also allowed us to reduce saturated fats by over 40%.
"The transformation of the iconic noodle brand," the company states in a statement, "responds to consumer expectations regarding ingredients, while preserving everything they've always loved about Saikebon: flavor, convenience, and affordability. Blind taste tests conducted in Italy by an independent organization confirmed that consumers appreciate the new recipe as much as the previous one, demonstrating that a more natural recipe can maintain the same flavor that has made Saikebon a leading brand in the category."
The reformulation is part of the broader evolution of GBfoods Europe's product portfolio and reflects the company's commitment to its 'Taste You Can Trust' purpose: to contribute to better nutrition for millions of people through tasty, natural, nutritionally balanced and accessible foods.
Miranda Visscher, CEO of GBfoods Europe, the company that owns Saikebon, is leading this transformation with a transparent, courageous, and disruptive approach.
In an unfiltered corporate video, Visscher openly acknowledges that the previous recipe no longer met the company's desired standards, and describes the journey undertaken to achieve a more natural offering. "Since joining GBfoods Europe, I've realized we could play a significant role in evolving the eating habits of millions of consumers in Europe. But to do so, we had to start with ourselves. The truth, though uncomfortable to admit, is that I wasn't so proud to bring our old noodle recipe to the table for my family. So we returned to the kitchen and created the noodles of the future, the only 100% natural noodles, preserving all the flavor that distinguishes them. This is where Saikebon's new chapter begins, with naturalness, transparency, and consumer trust at its core," comments Miranda Visscher, CEO of GBfoods Europe.
Floriana Notarangelo, General Manager of GBfoods Italy, adds: "Saikebon holds a special place in the lives of Italian consumers, and this transformation stems from the desire to continue to earn their trust in the future. We've listened to consumers' new expectations regarding what they bring to the table and translated them into a more natural offering, without sacrificing the flavor they love. This is a change we want to support with open and transparent dialogue."
The launch of the new recipe will also directly involve consumers, who are called to participate in the change. Until October 31st, Saikebon invites Italians to hunt down and collect the last packages made with the old recipe still in circulation, searching for them in stores or directly at home, and to submit photographs through the campaign's official platform. The initiative offers a prize pool of €100.000, which will be split among ten lucky winners and paid out via gift cards, according to the competition rules. This transformation thus marks the beginning of a new era for Saikebon, in which the recipe change is accompanied by an open, transparent, and authentic dialogue with consumers about what is truly in the products they bring to the table.
"The transformation of GBfoods' portfolio, guided by the purpose 'Taste You Can Trust,' finds another significant example in Gran Brodo Star. Here too, the company began by reflecting on the future of the category: not reinventing broth, but helping make it more modern, relevant, and capable of attracting new consumers. Thus, the new Gran Brodo Star, made with 100% natural ingredients, evolves in its positioning, visual identity, and way of describing the category. From this ambition was born 'Brodino a chi?', the campaign that overcomes some of the stereotypes traditionally associated with ready-made broth and invites consumers to rediscover its rich, intense flavor and experience its versatility in the kitchen," the statement concludes.
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