With the Maggi scare and the aftermath of Maggi ban, ITC has recently launched a new TVC for its Yippee noodles brand, assuring customers about its safety, keeping in mind the health concerns of its customers. On the digital forum as well, the brand is taking initiatives to educate users on MSG, lead and Glutamate. They have also gone ahead to release individual videos on important topics like ‘How is quality ensured in each packet of Yippee! Noodles?’, ‘What ingredients go into Yippee Noodles?’, ‘Where can I find the testing reports for Yippee!?’ This comes as a result of fear instilled in the minds of every noodles lover, after the Maggi problem erupted in the month of late May.
Yippee has also introduced ‘You Ask We Answer’ TVC, where in case of any query, customers can either give a call at the toll free number or log on to the company’s website. Initially, the retailers and distributors were given flyers by ITC stating that ‘Yippee! Noodles are safe’ to be given out to customers.
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According to reports, On July 31st, ITC Chairman YC Deveshwar said that the noodles manufactured by the company under the Yippee brand are safe and have passed all the tests. He further pointed out, that Yippee! Noodles have been found to be in compliance with all food safety regulations, at a time, when most of the other noodles brand were asked to stop sale of their products after the Maggi controversy broke out.
After the Maggi fiasco erupted in the month of May, the other noodles, pasta and macaroni brands were also dragged under the Food Safety and Standards Authority of India (FSSAI) scanner to crackdown on contaminated food products. One of the companies in that list was ITC (YiPPee noodles) and it was tested.
On June 12, the company issued a statement assuring customers on quality and safety of its products and clarifying its ground on the phrase ‘Contains No added MSG’. According to the statement, the FSSAI has expressed the opinion that the phrase is inappropriate. Therefore, ITC announced that it is voluntarily taking steps to remove the phrase 'No added MSG' from its labels in its new batches of packaging and consumers should ignore this phrase on the current packaging.