New Flavors Target Growing Instant Noodle Category Fly By Jing is rolling out two new noodle varieties at Whole Foods Market nationwide: Creamy Sesame and Roasted Garlic, each priced at $3.99 per pack. The Creamy Sesame flavor, which won a 2026 NEXTY Award, joins existing offerings of Chili Crisp, Sweet + Spicy, and Classic Soy varieties.

The move capitalizes on a 49% year-over-year increase in "instant noodles" searches, according to the company. Industry data shows 71% of Americans are curious about global flavors, creating an opening for premium positioned products in a category historically dominated by budget-friendly options.

Product Details Both varieties feature knife-cut noodles made with triple fermentation and deliver 12g of protein per serving. The Creamy Sesame offering draws inspiration from Dan Dan noodles, a street food from founder Jing Gao's hometown of Chengdu. The Roasted Garlic variant offers a no-heat profile centered on umami-rich roasted garlic sauce.

Ready in six minutes, the noodles are available at Whole Foods nationwide and directly from flybyjing.com. The brand also recently launched a separate product: Mild Crunchy Garlic Chili Crisp ($15 DTC, $12.99 at Whole Foods), which the company describes as aromatic and suitable for applications ranging from cocktails to bagels.

Market Position Fly By Jing, founded by Chef Jing Gao, operates in over 12,000 retail doors including Target, Walmart, Costco, and Whole Foods. The brand has earned recognition from Good Housekeeping, People Magazine, Fast Company, and other publications, positioning itself as a premium alternative in the Asian condiment and shelf-stable noodle space.

Why It Matters

Retailers and foodservice operators watching the instant noodle category—once a value-tier staple—are seeing premiumization accelerate. Fly By Jing's Whole Foods placement and $3.99 price point signal that consumers will pay for perceived quality, cultural authenticity, and convenience in shelf-stable formats. The focus on non-spicy heat profiles also reflects broader consumer data showing flavor complexity, not intensity, drives repeat purchase.

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Written by FBM Publications Editors