Thai Preserved Food Factory, maker of the popular instant noodle brand Wai Wai, is hoping to knock its rival, Thai President Foods’ Ma Ma brand, off the top spot of the lucrative instant noodle market.

As part of its campaign, Thai Preserved Food has launched two new flavours – Wai Wai Tom Yum Nam Khon and Wai Wai Tom Yum Nam Sai – and is planning to invest Bt 80m (US$1.8m) in a marketing campaign, which includes a TV advertisement due to air on Friday. It is hoped that the new flavours will help boost Wai Wai’s market share to 38% by the end of 2003.

The long-term aim of the company is to become the market leader in the instant noodle sector by 2006, with a market share of at least 45%. Thai President Foods’ Ma Ma brand currently has a market share of 50%, reported the Nation.