Why the Best Instant Noodles Are ‘Squiggly’ | Eater

"A national grocery chain that rebranded the product as the “squiggly knife cut-style” noodles when it launched them in 2023; those noodles found viral success on TikTok (even spurring a resale market) and helped popularize the shorthand “squiggly” for this noodle shape among mainstream shoppers. The chain’s private-label approach and broad audience make it easier for unfamiliar foods to find trial—signaling that a food has entered the cultural landscape enough to warrant a generic take—and its version is priced higher than ultraprimitive instant ramen but far more affordable than some premium single-serving options. CEO Young Chang praises the chain’s role in lifting category visibility: “When they’re promoting something like the squiggly noodle, it really, really lifts the entire industry,” he says, and he calls the adoption a “brilliant” marketing choice." - Bettina Makalintal