Japan’s Nissin Food Holdings plans to start selling and manufacturing instant noodles in Turkey through its joint venture with local food giant Yildiz Holdings.

Nissin Yildiz Gida Sanayi Ve Ticaret will introduce instant noodles to the Turkish market for the first time this month, the company revealed today (10 October).

Nissin said the Turkish market for instant noodles is under-developed, with no companies manufacturing the product in the country.

Nevertheless, the Japanese food group emphasised pasta is a common product in Turkey – meaning consumers are familiar with the taste profile of noodles. The company will be launching products under the Makarneks Ekspress brand, which sounds similar to the Turkish words for “quick pasta”, Nissin added.

Nissin expects demand to grow rapidly in Turkey, driven by economic development, urbanisation and changing lifestyles. Nissin said factors will increase demand for convenience and “simplicity” in the diets of urban consumers. The company predicted the market will grow to a scale of more than 1bn meals a year.

Nissin Yildiz will initially launch three varieties that have been specially developed for Turkish tastes: Tomato (“Domates”), spicy tomato (“Acili Domates”) and cheese (“Peynir”).

Nissin said the roll out would benefit from the extensive distribution network of its joint venture partner Yildiz, which holds a majority stake in confectioner Ulker along with various other food interests.

The move comes as part of Nissin’s medium-term growth plan that targets an increase in overseas sales to JPY1bn by 2015.