Thursday, December 07, 2006

Japanese bite back in noodle wars

The Guardian

By Justin McCurry in Tokyo

The instant noodle is an easy target for food snobs. What could be attractive, they ask, about spindles of artificially flavoured flour and water that have been steeped in saturated fat before being boiled and served in a polystyrene cup?
In Japan, the question would be met with incredulity. Here, instant noodles have risen from humble beginnings in Osaka to become an industry worth $4.4bn (£2.24bn) a year. To the Japanese, the "cup noodle" isn't just a quick and easy snack - it is a cultural icon.


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