GBfoods Europe launches Saikebon’s new recipe with 100% natural and recognisable ingredients

GBfoods Europe has developed the new Saikebon recipe, made with 100% natural and recognisable ingredients, without palm oil or artificial additives such as monosodium glutamate (Msg), an evolution that has also enabled it to reduce saturated fat by more than 40%.

100% natural ingredients

The transformation of the iconic noodle brand responds to consumers’ expectations regarding ingredients, while preserving everything they have always loved about Saikebon: taste, convenience and affordability. Blind taste tests conducted in Italy by an independent organisation confirmed that consumers appreciate the new recipe as much as the previous one, demonstrating that a more natural recipe can retain the same taste that has made Saikebon one of the leading brands in the category.

The reformulation is part of the wider evolution of GBfoods Europe’s product portfolio and reflects the company’s commitment embodied in its purpose, “Taste You Can Trust”: contributing to better nutrition for millions of people through tasty, natural, nutritionally balanced and accessible foods.

The comments

“Since joining GBfoods Europe, I have realised that we could play an important role in the evolution of the eating habits of millions of consumers in Europe. But to do so, we had to start with ourselves. The truth, although uncomfortable to admit, is that I was not particularly proud to serve our old noodle recipe to my family. So we went back to the kitchen and created the noodles of the future – the only 100% natural noodles – while preserving all the taste that distinguishes them. This is where Saikebon’s new chapter begins, with naturalness, transparency and consumer trust at its centre,” commented 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 have listened to consumers’ new expectations regarding what they bring to the table and translated them into a more natural offering, without compromising the taste they love. A change that we want to accompany with open and transparent dialogue".

The competition

The launch of the new recipe will also directly involve consumers, who are invited to take part in the change. Until 31 October, Saikebon is inviting Italians to hunt for and collect the last packs made with the old recipe that are still in circulation, looking for them in shops or directly at home, and to send photographs via the campaign’s official platform.

The initiative offers a total prize pool of 100.000 euros, which will be divided among 10 lucky winners and awarded via gift cards, in accordance with the competition rules.

The transformation thus marks the beginning of a new era for Saikebon, in which the recipe change is accompanied by open, transparent and authentic dialogue with consumers about what is really in the products they bring to the table.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.