ITC entered the instant noodles segment with the launch of Sunfeast Yippee! in 2010. The sourcing and blending expertise that has made Aashirvaad Indias No 1 branded Atta has been leveraged to create a delightful noodle block. The block being round in shape does not need to be broken while cooking, providing really long & slurpy noodles. A special scientific process ensures that the noodles do not lump even 30 minutes after cooking.