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What do WhatIF Noodles and Air Fryers have in common?
by Jupin Wu & Amelia Tan from WhatIF Foods on October 6, 2022
WhatIF Noodles first hit the market back in May 2020.
Despite the challenges of launching in the midst of the pandemic, we went ahead and 4 different coloured noodles and flavours. Other than being differently coloured, they are also nutrient dense and do not contain the same amount of fat like the usual deep fried instant noodles.
How did we do that?
When we first started, we were already all about asking the WhatIF questions. What makes instant noodles so comforting, even though it contains an average of 20% of palm oil and load of sodium and MSG? Why do some people need to eat these instant noodles every night before they sleep? Why do noodles need to be deep fried? Why do people not like baked or air-dried noodles? What makes instant noodles so comforting, even though it contains an average of 20% of palm oil and load of sodium? It was a constant challenging of assumptions in the industry that nobody really thought of anymore.
When we looked at the instant noodle problem, we questioned, why are instant noodles so unhealthy, yet, more than 100 billion portions of them are consumed worldwide every year? We decided to challenge the accepted industry norms.
Here was our challenge question:
WhatIF we were to “reinvent” the process of manufacturing instant noodles that the world has been using since 1958?
Amelia ponders upon the paradox, loves the peace and quiet of being on a plane but hates the turbulence, likes the excitement of roller coasters but fears heights, is a slow eater and drinker but inhales ice cream, especially the chocolate-based ones.
Jupin is a happy-go-unlucky human that loves working with the inclusive WhatIF Foods team. Her personality matches her favourite animal, dubbed as the “World’s happiest”: the quokka. Much as she loves animals, she fears flying in a metal bird. Her great challenges in life are eating food quickly, which her parents solved with easy-to-swallow steamed eggs and drawing a straight line even with a ruler, but she is unfazed by other greater challenges in the world, like reinventing instant noodles.