Mr Lee’s Noodles wins at The Vendies as it announces decision to shun supermarkets

Healthy instant noodle brand has already secured partnerships with South West Trains and Jetstar Airlines

Mr Lee’s Noodles, the Startups 100-featured healthy instant noodle brand, has announced its intention to shun the supermarket shelves in favour of its own specially designed, cashless vending machines.

Its Noodle Kiosks have already received industry recognition after the brand won ‘Best Newcomer’ at the Vendies 2017 – the annual awards ceremony for the vending industry.

Following a trial with Catering group compass, Mr Lee’s founder Damien Lee plans to get his machines into hospitals, hotels, universities and airports, allowing people to pay £2.99 with their cards or phones to receive instant hot noodles.

In an interview with The Times, Lee explained that he had decided to avoid selling through supermarkets until the brand was more established because of the risk to his profit margins.

Three new Mr Lee’s Noodles flavours, Hong Kong Street Beef, Coconut Chicken Laksa and Dragon Fire Vegetables, were made available to buy on South West Trains as part of a new partnership at the beginning of this month, while Australia’s Jetstar Airlines will serve its Hong Kong Street Beef Noodles from 1 August.

Lee commented: “We are delighted to have won the Best Newcomer award and also to receive two Highly Commended awards (Marketing Campaign of the Year and Snack/Confectionery Product of the Year) at the Vendies 2017.

“My vision of how I see vending looking in the future, with healthy hot vending options and smart technology will also hopefully help bring faster changes to the vending industry. Mr Lee’s is now engaged with many of the world’s largest contract catering companies, vending operators and corporations both here in the UK and abroad planning our year end rollout and well beyond.”

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