- A New Paradigm of Protein Intake
- Global Food Market
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What comes to Mind When You Think About Getting Enough Protein?
When we think about getting enough protein, we’re used to seeing people grill chicken breast separately or stock up on protein drinks and bars.
But Thai food company Betagro took a different approach. Instead of adding protein to a side dish or snack,
it put protein into the “noodles” that form the base of a meal.
And not just any noodles—they’re Chicken Made Noodle, made from chicken breast instead of flour.
They look like familiar noodles, but chicken is the main ingredient. Rather than simply serving chicken breast on the side,
the product is designed to deliver protein through both the noodles and the toppings.
Noodles Made From Chicken Breast Instead of Flour?
Chicken Made Noodle is produced using an extrusion process similar to that used for conventional noodles,
but instead of flour, chicken breast is used as the primary ingredient.
In other words, rather than boiling chicken breast and eating it as a side dish, you can eat it in noodle form.
According to Betagro, the product provides a substantial 13g of protein per 100g.
Pair it with a chicken curry or soup,
and you can get protein from both the noodles and the toppings.
Chicken Made Noodle attracted attention after being introduced as an innovative product at
THAIFEX–Anuga Asia, held in Bangkok, Thailand, in 2026.
What makes this product particularly notable is not just its protein content, but the fact that
it delivers that protein in a meal format consumers are already familiar with.
Why Noodles?
Noodles are already a familiar food not only across Asia but in markets around the world.
Even when a product uses new ingredients or technology, making it available in a familiar format can lower the barrier to trying it.
That’s because consumers can use the same cooking methods they already know—adding noodles to broth, stir-frying them, or pairing them with sauce.
Betagro also described the familiarity of noodles as an important reason behind the product’s development.
Rice and noodles have traditionally functioned more like “vessels” for protein.
It’s common to add meat or eggs on top of noodles to supplement protein.
Chicken Made Noodle turns that structure on its head.
Instead of adding protein only through the toppings,
it transforms the foundation of the meal itself into a source of protein.
From a Chicken Company to a Global Food Company
Chicken Made Noodle also has significance in terms of Betagro’s broader business direction.
Betagro is a company that has grown around chicken as a core business.
In recent years, however, it has been expanding its portfolio into processed foods, convenience foods, health foods, and more,
moving beyond simply supplying chicken to become a more diversified food company.
Chicken Made Noodle is another example of this approach. Rather than abandoning its existing strength in chicken,
it transforms that strength into a completely new product format.
Instead of searching for an entirely new ingredient,
the company has reimagined an ingredient it knows best in a way consumers haven’t experienced before.
Innovation in the food industry doesn’t always begin with discovering a new ingredient.
How existing ingredients and technologies can be presented in new forms
can also become an important product strategy.
Familiar Food Culture Can Also Become an Export Strategy
Betagro is looking at markets such as Singapore, Hong Kong, and the Philippines as potential initial export destinations for Chicken Made Noodle,
where noodle-based dishes are already familiar.
The company is also considering the European market, while the U.S. market may require more time to enter due to regulations related to chicken exports.
High-protein products continue to grow in number.
Going forward, as consumers face more products with similar high-protein claims,
it may become increasingly important to design when and how consumers can actually eat the product.
Chicken Made Noodle emphasizes the functional benefit of protein
without asking consumers to adopt a completely new way of eating.
It simply allows them to add more protein while eating the familiar noodle dishes they already enjoy.
This is exactly where food brands should be looking, too.
Rather than making stronger claims about what our products can do,
how naturally can we incorporate those benefits into the way consumers already eat?
The next competition in high-protein foods may not be about adding more protein,
but about creating a more convenient and familiar meal.
🧡 Three-Line Summary
1. Betagro has introduced Chicken Made Noodle, made with chicken breast instead of flour and providing 13g of protein per 100g.
2. Rather than adding functionality to drinks or snacks, the product incorporates protein into a familiar noodle format, making everyday protein consumption easier.
3. The product is an example of how a company can reinterpret a core ingredient in a new form and expand into new markets by connecting it with familiar food culture.
📌 Sources
FoodNavigator, “Betagro turns chicken into noodles to double protein per meal”
Betagro, “Serving Better Food to the World” official announcements
THAIFEX–Anuga Asia, Chicken Made Noodle product and tasteInnovation materials
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