consumers are increasingly health conscious, they demand fresher and higher nutritional food. As such, there is an increasing consumer preference for fruits, vegetables, poultry and low fat, low sugar and zero to low preservatives content products. No matter how much hard works MAMA has contributed to the improvement of noodles quality, the dried instant noodles are not considered as a real meal to the consumers. Substitute products like those offered by McDonalds, KFC and fast food noodle houses are slowly but steadily flooding the market and as buyers become more tend to the Western style of business activities and private lifestyles, such substitutes become increasingly attractive than the traditional instant noodles.