General Mills is entering the ramen noodle market with new offerings under its Old El Paso and Totino’s brands. The launch includes two Old El Paso flavors, Fajita and Beef Birria, along with two Totino’s flavors, Cheese Pizza and Buffalo-Style Chicken Pizza. These products will debut at Walmart in April.
The move comes as demand for ramen noodles continues to grow, driven by affordability, convenience, and evolving flavor trends. The ramen noodles market, valued at $58 billion in 2023, is projected to reach $94 billion by 2033, according to MarketResearch.
Ramen consumption surged during the pandemic and remains popular, particularly among Gen Z and younger consumers who often customize their dishes with gourmet ingredients such as Kewpie mayonnaise and dumplings.
By incorporating Old El Paso and Totino’s, General Mills enters a competitive category dominated by Nissin Foods with products that feature familiar brand recognition and unique flavor profiles. The Tex-Mex-inspired Old El Paso ramen and pizza-flavored Totino’s ramen add variety to the instant noodle aisle, setting them apart from traditional options.
This expansion also boosts exposure for two of General Mills’ key brands. The company estimates that 43% of Totino’s consumers purchase ramen products, while 70% of Old El Paso buyers have shown interest in ramen concepts.
General Mills aims to attract fans seeking new ways to enjoy their favorite flavors while carving out space in the growing ramen market.