For Henry Soesanto, CEO of Monde Nissin, staying on top in the food industry isn’t just about defending market share — it’s about constantly reinventing the product.
Monde Nissin’s flagship brand, Lucky Me!, has dominated the noodle market in the Philippines for years. According to a UK global research agency, Lucky Me! has been the most popular brand in the entire FMCG (fast-moving consumer goods) category in the country — outperforming even global icons like Coca-Cola for five consecutive years.
But despite this dominance, Soesanto doesn’t focus on competitors. “We look at ourselves as our own enemy,” he says. “Every day, you have to beat yourself. Paano mo ma-improve sarili mong produkto?”
One of the biggest challenges Monde Nissin faces is consumer perception around health. “Some people don’t like noodles because they think it’s full of salt or MSG,” Soesanto explains. “But did you know our noodles only contain 20% oil compared to potato chips, which have 30%?”
That wasn’t enough. Monde Nissin invested in world-first air-fryer technology to reduce oil content by up to 70% — without compromising taste. “Ganun kami mag-compete,” Soesanto says. “We innovate.”
And what about MSG? Soesanto acknowledges it’s the most efficient way to enhance flavor. “Konti lang, masarap na agad ang food mo. But when you remove MSG, you need to replace it with something natural — and that’s more expensive.”
Still, the company sees this shift as essential. It’s part of how they premiumize the product and respond to health-conscious consumers.
Despite being a household staple, Filipinos only consume about 37 packs of noodles per person annually — far less than Indonesia’s 50. Soesanto sees this not as a ceiling, but as an opportunity. “You really have to fix the product to grow the market,” he says.
The takeaway: In today’s food industry, innovation isn’t just about flavor — it’s about building trust. For Monde Nissin, the future of noodles is lighter, cleaner, and just as delicious.
This article includes quotes from an interview originally published by Esquire Philippines, authored by Henry Ong.
