Nissin Foods USA has named Brian Huff as its new CEO as the ramen maker aims to tap into booming demand for its popular noodle in the U.S.
Huff, a CPG veteran, previously led packaged nuts maker Diamond Foods, sweetener company Whole Earth Brands and was president of U.S. snacks for Kellogg.
Yukio Yokoyama, Nissin Foods’ chief strategy officer, said in a statement Huff will help the company capitalize on “unprecedented” demand for ramen in the U.S. market.
“His leadership and experience in growing brands across the food and beverage industry brings significant value as we enter this new chapter for Nissin Foods USA,” Yokoyama said.
Last month, the maker of Top Ramen and Cup Noodles announced it will spend $228 million on a 640,640 square-foot ramen manufacturing facility in South Carolina. The plant, expected to open in 2025, will join the company’s other facilities in California and Pennsylvania.
Based in Japan, Nissin Foods has benefited from rising interest in affordable meal options to cook at home amid high grocery inflation in recent years. The company reported four consecutive quarters of high double-digit growth in 2023.
The ramen category is projected to be worth $81.8 billion by 2029, increasing at a compound annual growth rate of 5.9%, Fortune Business Insights reported.
According to Nissin, new product innovations are a large contributor to its recent success, specifically spicier options that are popular with Gen Z. Last year, it added Hot & Spicy Fire Wok ramen that infuses chili flakes into the noodles to its product portfolio.
