Do you love Doshirak?
It is difficult to find a person, regardless of his social status and gastronomic preferences, who does not know about Doshirak instant noodles. And all because Doshirak was the first instant product to become widely known in Russia thanks to massive advertising.If in the 90s instant noodles were a novelty for the Russian consumer, now it is a fairly dense market, where a large number of different brands are represented. But, of course, the most famous brands and the main competitors constantly replacing each other in leadership positions are two brands: Rollton and Doshirak. The King Lion company is gradually catching up with them thanks to the new product “Kitchen without Bordersâ€, which has presented a whole series of instant business lunches.
The popularity of these "quick" products is quite understandable: you quickly get used to such food, it is convenient, you do not need to cook for a long time, you just need to pour boiling water over it, besides, it is quite satisfying. And since Doshirak was the first to introduce "fast" food on the Russian market, he received the greatest fame, moreover, for many people the word "doshirak" has become a household word, uniting all instant noodles, regardless of the manufacturer's brand.
However, a stereotype is firmly entrenched in the minds of people that Doshirak, like any other instant noodles, is bought by people with little income, who are ready to save even on their own food, and who also do not have the time to prepare a high-quality meal for themselves. If the Kitchen Without Borders company decided to fight this stereotype by presenting a series of “quick†meals of higher quality on the market, then Doshirak focused on other aspects of his product.
At first, Doshirak very clearly grasped that often people buy such noodles not only because it is fast, but also because it is better than eating dry rations. Therefore, a commercial was created, in which the wife rushes to her husband, who is going to eat a regular sausage sandwich, shouting: "Don't eat dry food, take Doshirak!" Naturally, this helped to gain a foothold in the minds of people even more that it is better and healthier to buy noodles than to eat simple sandwiches.
With another advertising campaign, Doshirak tried to show that people buy and eat their noodles not for reasons of saving money or simply because they are lazy to cook something, but because customers just love the noodles. In 2005, a commercial was launched in which a woman calls her household to the table, a husband and son eat a doshirak, and a woman thinks: "I can cook anything for them, but they ask for Doshirak." And at the end the slogan "People love Doshirak".
Well, if there is little money for a snack and there is no food at home, you can take it)
Sometimes you have to eat something like that, because "GREAT noodles for dinner left!" )))
Who Invented Instant Noodles?
Momofuku Ando was born in 1910 in Japanese-occupied Taiwan. His parents died when he was a child and were raised by his grandparents who owned a clothing company. When Ando was 22 years old, he started his own business and left for Osaka.
In 1934, he successfully graduated from the School of Economics at Ritsumeikan University in Kyoto and received Japanese citizenship. Things were going well, but there was a recession after the end of World War II. Ando was sentenced to prison in 1948 for tax evasion, and his company went bankrupt. However, Ando did not give up and soon started from scratch again, founding a food grade salt company. At this time, famine reigned in the country that had lost the war.
People were forced to stand in long lines for food. Therefore, Ando was very surprised when he heard that the Japanese Ministry of Health is literally encouraging people to eat bread from American wheat obtained as humanitarian supplies. Noodles were a much more common dish for the Japanese, but the capacity of Japanese food companies was clearly not enough to supply the entire country. It was in this that Ando saw an opportunity to expand his business. He began experimenting with noodles, trying to make the dish tasty, inexpensive, and easy to prepare.
In fairness, it should be noted that he was not a pioneer in this matter: during the Chinese Qing dynasty, noodles were fried in oil, after which they could be stored for a long time, and, if necessary, they were quickly cooked by pouring boiling water over them. It is not known whether Ando knew about this, but after trying various methods of canning (salting and even smoking), he eventually came to the conclusion that the most effective of them is frying in palm oil with further final drying. In 1958, Nissin Food Products' first product, Chikin Ramen ("ramen" - a traditional Chinese and Japanese noodle soup), was introduced to the public.
At first, the new dish was expensive and was considered a delicacy, but after a year, prices fell and sales began to grow rapidly. In 1971, the company merged form and content and launched its most successful and world bestseller product, Cup Noodles, noodles in a styrofoam cup. Now it is one of the best-selling instant food products: in 2005 85 billion packages were sold worldwide! And in 2000, when answering the question about the main Japanese invention of the 20th century, the Japanese unambiguously put in the first place not super-modern computers or electronic devices, but a simple and nutritious dish, familiar to almost every modern person.
beachpackets
Pomoyma only in Novosibirsk call all these rolltons and Doshiraki so)
For I have not heard anywhere else)
Pomoymu only in Novosibirsk so called all these roltons and Doshiraki)
For nowhere else have I heard)
You obviously have not been to the Rostov hostel) True, this name is shortened to just "Bichi"
)) I said that I can cook Doshirak? no. I said that I can cook. I can cook EVERYTHING except Doshirak.
Very convenient havchik, you just need to bring it to mind, not just plastic noodles + "maggi", but more edible to make it. And so the scourge pack is useful once a month to have a meal, for a change, or for removing toxins ... (only not through * opa, but through the mouth - with vomit).