Amoy to launch noodle restaurant

HP Foods-owned Amoy, which makes Chinese noodles and sauces, is moving into retail for the first time with plans to open a restaurant in London’s The Strand.

The Amoy Noodle Restaurant, due to open in August, is the latest in a line of new eating places run by food manufacturers. These companies are keen to boost customer loyalty for their brands through the “out-of-home” market.

Nestlé has launched a franchised chain of coffee houses, called Café Nescafé, while Tetley has unveiled its own tea shop in Manchester called Gaffers. Meanwhile, Unilever’s Van den Bergh foods launched a tea shop called ch’a in Brighton earlier this year (MW May 27), with a second to follow in Bristol.

Analysts believe that the out-of- home market accounts for 29 per cent of food consumption by value in the UK and this could rise to US levels of more than 50 per cent.

Amoy recently launched a raft of new stir-fry sauces in different flavours, such as black bean, lemon, plum, sweet & sour and yellow bean. The range was supported by TV advertising.

Andy Taylor, human resources director at HP Foods, says: “Food manufacturers are looking at a presence in the high street. It’s part of our brand-building strategy.”

It is unclear whether the restaurant is likely to be rolled out nationally or whether this will be a stand- alone venue.

Peter Antenen, assistant director for Deloitte & Touche, strategic leisure consulting, says: “It will have a lot of competition, from brands such as Wok Wok and Wagamamas, but it may be a way for Amoy to broaden its youth appeal.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here