- Kenmin Foods Co., Ltd.
- 59 year(s)
- Japan ()
The longest-selling instant stir-fried rice noodle brand is Yaki Befun, which has been sold continuously for 59 years, achieved by Kenmin Foods Co., Ltd. (Japan). This record is based on market research conducted by Ipsos Business Consulting, on 31 January 2020.
"Anyone can make easily, tasty, and quickly" was the idea behind the initial concept of "Yaki Befun". Befun (rice vermicelli) was not very popular in Japan in 1960 and so the concept let consumers know how to cook and eat rice vermicelli.