itsu: sushi, salads, soups & more. quality ingredients.

Everyone deserves "noodles worth loving". Healthier food should be for the many, not the few. So, we persuaded Master Chef judge & world-famous chef Monica Galetti to help us create a new category of affordable luxury "noodles worth loving", free from the usual E-numbers & chemicals.

Thank you to our crusading customers for their inspiration & encouragement in the pursuit of health & happiness.

Itsu noodles cup exploding with chicken, bok choy, and red peppers.

health & happiness

Consumers today want natural, healthy food, fast; which tastes delicious. "noodles worth loving" combines restaurant-quality miso broth & steamed rice'noodles, as one.

Nutritionist & health gurus praise miso paste for its anti-oxidants, vitamins & fermented goodness. No wonder it's the choice of champions, like you.

Itsu Chick'n Ramen noodles and broth cup, vegan and gluten-free.

chick'n ramen noodles & broth pot

chilli miso noodles & broth pot

Itsu Katsu Curry noodles & broth cup, vegan and gluten-free, on a white background.

katsu curry noodles & broth pot

Itsu Noodles & Broth, Satay Style, vegan and gluten-free, in a white cup.

satay style noodles & broth pot

spicy chick'n noodles & broth pot

itsu noodles & broth teriyaki ramen cup, gluten free and vegan.

teriyaki ramen noodles & broth pot

Itsu big noodles & broth chick-n ramen cup, featuring vegan and gluten-free ingredients.

big chick'n ramen noodles & broth pot

big chilli miso noodles & broth pot

itsu big noodles & broth katsu curry cup, vegan and gluten-free.

big katsu curry noodles & broth pot

White itsu spicy chick'n noodles & broth cup, prominently featuring vegan and gluten-free labels.

big spicy chick'n noodles & broth pot

chick'n ramen noodles & broth pouch

Itsu Noodles & Broth chilli miso instant ramen packet with chef's approval on a white background.

chilli miso noodles & broth pouch

Itsu Noodles & Broth Katsu Curry package with rice noodles and Japanese chefs.

katsu curry noodles & broth pouch

"noodles worth loving"

A nest of translucent, uncooked rice vermicelli noodles sits on a white background.

gluten-free steamed rice noodle nests are air-dried using the latest technology

Silver Itsu sachet for authentic miso broth with 'noodles worth loving' text.

miso based, additive-free broths from Japan

Colorful bowl of rice noodle soup with red peppers, baby corn, and green vegetables.

freeze-dried vegetable medley

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itsu chicken & aromatic spices noodles cup, prepared in a vibrant pink bowl.

noodles & broth

"noodles worth loving" will disrupt the $120 billion a year instant noodle market. Our team have developed a revolutionary range using pure miso broths and hand-folded rice noodles. Additive free, gluten free & unique in the marketplace.

Sales of this range in the UK have already hit 10 million units a year and are ideally suited to the ambient sections of the supermarkets and Out of Home locations all over the world.

Pink billboard advertising 'noodles worth loving' overlooks a bustling city street with vehicles.

international markets

itsu [grocery] plans to sell "noodles worth loving" across the US & Europe starting in late 2026. The "noodles worth loving" team have created a digital marketing playbook leveraging social media, influencers & people of influence which functions across all markets.

Currently, most people living in the West don't buy instant noodles on account of their unhealthy ingredients & down-market image.

groundbreaking products & marketing playbook

Joyful woman laughing while eating instant noodles with chopsticks outdoors.

category disruptor

Converting people to become loyal "noodles worth loving" will take time. We will succeed using our groundbreaking products & marketing playbook.

"noodles worth loving" suit contemporary society: singles, families, children, students, as well as seniors. They're the ultimate guilt-free, affordable meal with quality and values. They appeal to Gen Z, Gen Alpha, millennials, and the rest.