Vietnam is currently one of the world's leading instant noodle markets, with annual consumption reaching approximately 8.14 billion servings. This places Vietnam fourth globally, behind China (including Hong Kong), Indonesia, and India, according to the 2024 Demand Rankings data from the World Instant Noodles Association (WINA). When considering per capita consumption, Vietnam ranks first, with around 81 servings per person each year. The market features numerous businesses involved in production and trade, offering brands across various segments from popular to premium. Among these, Mi 3 Mien by Uniben stands out as a widely recognized brand in both rural and urban markets.

Instant noodles are a familiar food for many Vietnamese people. Photo: Uniben

Focus on broth concentrate

As Vietnamese consumers increasingly demand higher quality experiences and value from convenience products, especially instant noodles, Mi 3 Mien has focused on developing a rich broth concentrate technology. A brand representative shared that during the years 2013-2016, when most instant noodle products in Vietnam primarily used powdered or oil-based seasoning packets, Mi 3 Mien began researching flavor development models in leading consumer markets such as Japan, South Korea, and Thailand. They discovered that broth concentrate could create a deeper flavor profile for noodles. Instead of just an immediate strong taste, the concentrate offers a naturally rich and well-rounded flavor experience, a distinct aftertaste, and ensures overall harmony in the dish.

Mi 3 Mien's research team proposed an idea stemming from the traditional method of simmering fresh ingredients like meat, bones, and shrimp, then applying modern technology to concentrate these essences into a broth packet. Given that the quality of the broth concentrate relies heavily on raw materials and processing, the brand carefully selects ingredients from suppliers meeting food safety standards to ensure freshness and flavor consistency. The simmering process, which lasts for many hours, replicates traditional broth preparation to extract the maximum natural sweetness from ingredients while retaining their highest nutritional value. Beyond simmering time, a successful broth concentrate also depends on the precise ratio of ingredients, temperature, and processing sequence to ensure harmony between flavor and nutritional content.

To further enhance user experience, Mi 3 Mien recently launched its "2X double rich broth concentrate" version, doubling the amount of ingredients to create a more distinct flavor experience.

Mi 3 Mien's 2X double shrimp and meat broth concentrate offers double richness. Photo: Uniben

Diversifying products to suit Vietnamese tastes

Concurrently, Mi 3 Mien pursues a product diversification strategy centered on the core value of "the essence of Vietnamese cuisine." The brand recreates familiar Vietnamese culinary flavors through its broth concentrate packets.

Specifically, the Mi 3 Mien Bo Ham Rau Thom product aims for a rich broth experience combined with characteristic aromatic herbs. The Mi 3 Mien Tom Chua Cay Dac Biet product impresses with its bold sour and spicy flavor, complemented by a distinct shrimp aftertaste. The sour and spicy shrimp flavor is also the most favored instant noodle flavor among Vietnamese consumers generally, according to WINA research.

Vietnamese consumers prefer sour and spicy shrimp flavors. Photo: Uniben

According to many industry experts, enhancing user experience has become a prominent development direction in the convenience food market. Consumers are increasingly focusing on flavor quality and an authentic taste that closely resembles traditionally prepared dishes.

Mi 3 Mien identifies its broth concentrate technology as a key "touchpoint" for differentiation in the market. With long-term investment in flavor and culinary experience, the brand aims to transcend the traditional definition of instant noodles, striving to meet the evolving culinary demands of modern consumers.

Diep Chi

Mi 3 Mien is produced by Uniben Joint Stock Company, one of Vietnam's leading food and beverage enterprises. Uniben operates three modern, European-standard factories and owns reputable brands such as: Mi 3 Mien, Reeva, Boncha, Joco, and Abben.