KATHMANDU – The wait for Nepal’s spiciest instant noodles is finally over. Asian Thai Foods, the country’s largest noodle exporter for five consecutive years and a company with more than 25 years of culinary excellence, has officially announced the launch of its much-anticipated Devil’s Hot Chicken Noodles.

Set to hit the shelves nationwide on September 1, 2025, this product is not just another addition to the crowded noodle market—it is a fiery, flavor-packed experience designed for Nepal’s spice enthusiasts. With the bold tagline, “Nepal’s Hottest Bite. It’s Devilicious”, the company promises a one-of-a-kind taste that will challenge the adventurous and satisfy noodle lovers across the country.

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A Flavor Challenge for Spice Lovers

Noodles are more than just food in Nepal—they’re a lifestyle. From college cafeterias to midnight cravings, instant noodles have become an essential part of everyday life. Recognizing this cultural bond, Asian Thai Foods has consistently innovated to bring new flavors and experiences to consumers.

The launch of Devil’s Hot Chicken Noodles marks a major milestone in this journey. The product combines premium-quality noodles with a meticulously developed seasoning blend that balances heat, smokiness, and rich umami flavor. According to the company, it is designed to satisfy both local and international consumers who crave bold flavors without compromising on authenticity.

“This is not just another instant noodle; it’s a flavor-packed challenge for the adventurous,” said Mr. Ashish Jaju, Director of Asian Thai Foods.

“Having recently transitioned from a private limited company to a limited company as part of our IPO preparation, we remain deeply committed to innovation. Devil’s Hot Chicken Noodles reflects our passion for bold, balanced spice and a devilicious taste that resonates with consumers both in Nepal and abroad,” added Mr. Mahesh Jaju, Managing Director.

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What Makes Devil’s Hot Chicken Noodles Different?

1. Devilicious Flavor Profile

Unlike traditional chicken-flavored noodles, Devil’s Hot Chicken Noodles brings a fiery kick that spice lovers crave. The seasoning combines hot chili, garlic, and savory chicken undertones, striking the perfect balance between heat and taste.

2. Premium-Quality Noodles

The noodles themselves are crafted to maintain texture and bite, even when soaked in a spicy broth. They don’t become soggy quickly, ensuring every bite delivers the intended flavor punch.

3. A Sweet Surprise Inside

To complement the fiery experience, every pack of Devil’s Hot Chicken Noodles comes with a complimentary chocolate-enrobed wafer—a playful combination of sweet and spicy that enhances the eating experience.

4. Affordable Pricing

• Single Pack: Rs. 50

• Family Pack (5 pcs): Rs. 250

This competitive pricing ensures that students, families, and working professionals alike can enjoy the product without stretching their budgets.

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Where to Buy Devil’s Hot Chicken Noodles in Nepal

Asian Thai Foods has partnered with major retail chains and online platforms to ensure wide availability.

• Retail Outlets: Consumers can buy the noodles at Bhatbhateni Supermarket and other large department stores across the country.

• Online Shopping: For convenience, the product will also be available on Daraz and other leading e-commerce platforms, allowing nationwide delivery.

With this multi-channel distribution, the company aims to make Devil’s Hot Chicken Noodles easily accessible to every spice lover in Nepal.

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Asian Thai Foods – A Legacy of Taste and Trust

Founded more than two decades ago, Asian Thai Foods has built a reputation as Nepal’s largest noodle exporter. For five consecutive years, it has maintained its position as the leading exporter, with its products reaching over 30 countries worldwide.

From humble beginnings, the company has grown into a household brand with a strong export footprint in South Asia, the Middle East, and beyond. Its transformation from a private limited company to a limited company is part of its ambitious IPO journey, which reflects not only financial growth but also consumer trust.

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The Growing Trend of Spicy Foods in Nepal

Nepalese consumers have always loved spice. From traditional pickles (achaar) to street food snacks, the preference for hot and bold flavors runs deep in the culture. Over the past decade, there has been a global wave of spicy food challenges—from Korea’s Samyang noodles to India’s “laal mirch” snacks. Nepalese youth, driven by social media trends and a craving for adventurous eating, have embraced this spicy revolution.

Devil’s Hot Chicken Noodles enters this space at the perfect time. It not only caters to the rising demand for hot and fiery instant noodles but also represents Nepal’s very own answer to the global spicy noodle trend.

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Consumer Reactions and Expectations for Asian Thai Food

Even before its official launch, buzz around Devil’s Hot Chicken Noodles has been building on social media. Food bloggers and influencers who attended the pre-launch event in Kathmandu described the noodles as “a fiery punch that lingers” and “the perfect late-night snack for those who can handle the heat.”

Many consumers also expressed excitement about the free chocolate wafer included in each pack, calling it “a genius move to cool down after the spice.”

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What This Launch Means for Nepal’s Food Industry

The launch of Devil’s Hot Chicken Noodles highlights how Nepalese companies are not just keeping up with global food trends but actively shaping them. By blending international food innovation with local taste preferences, Asian Thai Foods is setting a benchmark for Nepalese food exports.

The product is also expected to boost the instant noodle market in Nepal, which has been growing steadily over the past decade. With rising urbanization, busy lifestyles, and the increasing popularity of ready-to-cook meals, demand for instant noodles continues to surge.

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Looking Ahead Asian Thai Foods

Asian Thai Foods has made it clear that this is just the beginning. With its IPO preparation underway and a renewed focus on innovation, authenticity, and quality, the company plans to expand its product line with even more bold flavors in the future.

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