The personal meal category, which sells 27 million units annually, has seen consistent growth in recent years. Now, the culinary brand Master Chef is entering the category for the first time with the launch of TIK-TAK, a quick-prep noodle series featuring two flavors: chicken and beef.
The Master Chef TIK-TAK series offers a convenient solution for a quick, flavorful meal anytime, anywhere, for the whole family. Simply open the lid, pour in boiling water, close it, wait just three minutes, and it's ready to eat!
The name TIK-TAK reflects the ease and speed of preparing these personal meals—just three minutes, and it's ready.
The personal meal category is significant in size, generating sales of 27 million units annually, with consistent growth.
The recommended retail price, according to CHP, is NIS 6.00-6.90 for a 60-gram serving. The product is available in supermarkets and food chains across the country.
Karine Shaheen, Business Unit Manager at Master Chef in Shastowitz, commented, "The new TIK-TAK series brings real innovation to the personal meal category. This is the first time the noodles come in a perfect, ready-to-use package that doesn’t require additional steps, like figuring out how to cover the cup during preparation."
She added, "The main target audience for personal meals in a cup is children and teens, who want to quickly prepare a tasty meal they chose and made on their own. The new TIK-TAK series will provide this audience with a delicious and perfect solution in an innovative package for easy and quick preparation."
The Master Chef brand, first launched in Israel in 2012, is a leading brand that has seen significant success, growing by approximately 34% over the past three years in the categories in which it operates (according to StoreNext data). The brand offers a wide range of high-quality products for home cooks in various categories, including canned tomatoes, tortillas, Asian sauces, breadcrumbs, spreads, couscous, noodles, soup noodles, rice paper, and more.