Mama (brand)
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Mama (Thai: มาม่า) is a Thai instant noodle brand established by Thai President Food with a well-known flavor of shrimp tom yum. Mama was found on 15 February 1972.[1] After getting more acceptance and being well known among customers in Thailand, ‘Mama’ became a generic name for Thai people calling instant noodle products.[2]
In 2010, Mama had taken 54 percent of the Thai instant noodle marketing mix. But nowadays, Mama is likely to lose its market value percentage from the market competition.[3] In 2019, Mama took the lead of 52 percent[4] and In 2020, Mama took 47.8 percent of the Thai instant noodle marketing mix.[5]
History[edit]
Thai President Foods Public Company Limited ("TF") was established on February 15, 1972, with a registered capital of 6 million baht, which is a collaboration between the President Enterprise from Taiwan, which is a professional in manufacturing, and Saha Pathanapibul Company Limited, which is responsible for marketing and distribution of products, was established to produce instant noodles under the trademark "Mama". After the first year of running the business, all shares are transferred to Thai shareholders who are major shareholders. President Rice Products Public Company Limited ("PR") was established in 1981 with President Holding Company Limited as a major shareholder.[6]
At the beginning of Mama, their first head office was located in New Phetchaburi road and the first manufacturing plant was located in Nong Kham district, Bangkok.[1] Entering Thai instant noodle market in 1972 (as the fourth brand in Thailand after Sanwa, Yum Yum, and Wai wai respectively[2]) where the price of instant noodles was higher than a bowl of noodles that is in every corner of the town, resulted that they could barely sell their product.
Generic name[1][edit]
As Mama is a generic name for instant noodles in Thailand, people tend to ask about the brand of instant noodles when we talk about Mama in Thailand even it is already a name of the brand. In the old days, it was even more confusing due to the similar packaging and flavors. Consumers could easily pick the competing brand instead of picking Mama. Due to this, they changed their marketing. They tried to not release the same flavor as competitors. Other than that, the brand repackaged to a style that had printing photos of presenters on the package.
International distribution[edit]
Mama has factories in 5 different countries including Thailand, Myanmar, Cambodia, Bangladesh , and Hungary. They export into 60 countries around the world with the most sales in America. Mama is also rated as one of the best instant noodles.[7] The flavor of each region can be different due to local or cultural preferences such as Chicken soup flavor is not available in Thailand, Europe doesn't have minced pork flavor on sale because the factory is halal. Some countries may have a special flavor that suits the food culture in that specific country like coconut milk flavor in Myanmar.[1]
Production[edit]
The procedure starts from the selection of wheat flour that gives the perfect textured noodle. Then mix wheat flour with other ingredients depending on the flavor of the noodle. Flatten the dough and cut the dough into lines. Then Steam those dough lines. Pour broth on the steamed noodle. Drain the water before putting the steamed noodle into a frying block. Then the blocks get to be fried by palm oil at 160 degrees celsius for 2 minutes, which is controlled by an indirect heat system to prevent oxidation. After that, take the fried noodle into the cooling machine to cool down the noodle to a proper temperature that needs to be in packages. Then, Its needs to pass a metal detector and finally, it will be packed with seasoning ingredients. In March 2022, due to the rising costs of wheat and palm oil, the cost of Mama Noodles was increased for the first time since 2014 in Thailand.[8]
Variations[9][edit]
• SOUP KAI - Chicken flavor (1973/2000/2009)
• MOO SUP – Minced pork (1975)
• TOMYUMKUNG – Shrimp tom yum(1980)
• PED PALO – duck stew (1994)
• PAD KEEMAW HAENG – spicy stir-fried (1996)
• NAMTOK MOO – Pork Namtok (2000)
• MOO TOM YUM – Pork tom yum (2001)
• TOM YUM KUNG NAAM KON – Thickened tom yum (2002)
• TOM SAAP (2007)
• HEDHOM JAY – Shiitake (vegetarian) (2008)
• TOM YUM JAY – Tom yum(vegetarian) (2008)
• HED HOM TOM YUM MO FAI – Shiitake tom yum hot pot (2010)
• KAENG KEAW WAAN KAI – Chicken green curry (2012)
• PAD KRAPAO - fried basil (2017)
• PAD KAI KEM – stir-fried salted egg (2018)
Other recipes using Mama[edit]
- Stir-fried Mama
- Yum Mama
- Instant noodle fried rice
- Stir-fried spicy ramen noodle
Virals about Mama[edit]
Jeh-O[10][edit]
Jeh-O (Thai: เจ๊โอ๋), a Thai porridge restaurant, became popular with their viral dish of ‘Mama Tom Yum’ that comes with options between pork version (120 baht) or seafood version (180 baht). The portion of this dish is pretty big that you might need a partner or 2 to finish it.
Fixing things with instant noodles[11][edit]
The viral started from a Video on TikTok by a Chinese user account ‘Xiubandrng’. The video shows a woman fixing things from small to huge objects like a chair, a table, a basin, a flush toilet, even a car using instant noodles with hot glue and other detailed fixing tools.
References[edit]
- ↑ 1.0 1.1 1.2 1.3 Nontakul, Pimorn (2021-06-07). "12 เคล็ดลับของ 'มาม่า' แบรนด์ที่เชื่อว่าถ้าคนทำสนุก สินค้าจะอร่อย". The Cloud (in ไทย). Retrieved 2021-11-03. Unknown parameter
|url-status=ignored (help) - ↑ 2.0 2.1 "ฉีกกลยุทธ์ "มาม่า" จากแบรนด์รองสู่เจ้าตลาดบะหมี่กึ่งสำเร็จรูปของไทย". ฉีกกลยุทธ์ “มาม่า” จากแบรนด์รองสู่เจ้าตลาดบะหมี่กึ่งสำเร็จรูปของไทย | ศูนย์รวมข้อมูลเพื่อธุรกิจ SME (เอสเอ็มอี). 19 May 2021. Retrieved 2021-11-03. Unknown parameter
|url-status=ignored (help) - ↑ Pumsawai, Panwipa (2011). "กลุ่มลูกค้าและส่วนแบ่งการตลาด". การศึกษาปัญหา และการจัดการเชิงกลยุทธ์เพื่อเพิ่มผลประกอบการของธุรกิจผลิตบะหมี่กึ่งสำเร็จรูป กรณีศึกษา บริษัท ไทยเพรซิเดนท์ฟูดส์ จากัด (มหาชน): 10 – via UTCC Scholar.
- ↑ investory. "'มาม่า' ขึ้นแท่นเบอร์ 1 ความอิ่มราคาถูกของคนไทย - The Bangkok Insight". www.thebangkokinsight.com (in ไทย). Retrieved 2021-11-21.
- ↑ 1 (2021-07-25). "มาม่า: ย้อนเส้นทาง 50 ปี ธุรกิจบะหมี่กึ่งสำเร็จรูปในไทย สำรวจยอดขายในวิกฤตโควิด". ข่าวสด (in ไทย). Retrieved 2021-11-21.
- ↑ "ความเป็นมา | บริษัท ไทยเพรซิเดนท์ฟูดส์ จำกัด (มหาชน)". www.mama.co.th. Retrieved 2021-11-05. Unknown parameter
|url-status=ignored (help) - ↑ Leimkuhler, Mia (2021-09-20). "The Best Instant Noodles, According to Chefs and Food Writers". New York Magazine. Retrieved 2022-01-02.
- ↑ "Adjusting price of Mama noodles eyed in line with rising costs". The Nation (Thailand). 20 March 2022.
- ↑ Siwong, Montri (2019-08-16). "Inside แบรนด์...มาม่า". ไทยเอสเอ็มอีเซ็นเตอร์ | รวมเอสเอ็มอีไทย SMEs. Retrieved 2021-11-03. Unknown parameter
|url-status=ignored (help) - ↑ Suen, Wilbur (2015-12-15). "Jeh O - Mama Noodles gone viral". AroiMakMak. Retrieved 2021-11-03.
- ↑ matichon (2019-07-07). "ฮิตต้องแชร์...ซ่อมของด้วยมาม่า ได้จริงหรือ?". มติชนออนไลน์ (in ไทย). Retrieved 2021-11-03.
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