Kathmandu, Nepal — Nepal’s leading instant noodle brand, Wai Wai, has launched a bold new product: Wai Wai Quick Hot & Spicy Noodles. Priced at just Rs. 50, the new variant is aimed at premium consumers and spice lovers seeking an extra kick in their meals.

Produced by CG Foods, the Hot & Spicy flavor was developed in response to the evolving tastes of Nepalese consumers, particularly the growing popularity of spicy foods among younger demographics. The company believes the new flavor will enhance the Wai Wai experience and solidify its dominance in both the domestic and international markets.

“Our goal was to understand consumer behavior and preferences during the development process,” said Shray Krishna Shrestha, Head of Marketing at CG Foods. “We specifically focused on the 15 to 25 age group — those who love gaming, street fashion, and digital art — and designed this product to match their tastes and lifestyle.”

Wai Wai’s Hot & Spicy noodles come in a vibrant, trend-forward packaging that sets it apart from other noodle brands. The design has been tested using consumer-friendly technology to appeal to modern youth, while also catering to flavor-savvy consumers above 25 who enjoy exciting and intense taste experiences.

To promote the new launch, Wai Wai has rolled out the ‘Spiceverse TikTok Challenge’, a weekly competition where participants use a custom filter to create engaging TikTok videos. The video with the highest number of likes each week will win a cash prize of Rs. 10,000.

“Everyone experiences spiciness differently. Some enjoy intense heat, others prefer a balanced flavor,” said Pradeep Poudel, CEO of CG Foods. “We’ve crafted the Hot & Spicy noodles to strike the right balance — flavorful, bold, but not overwhelming. We are confident this launch will further strengthen the Wai Wai brand in Nepal and beyond.”

With this new launch, Wai Wai continues to lead the instant noodle market by combining taste innovation, youthful branding, and interactive digital campaign.