Reply as instant as noodles, says ITC's YiPPee! noodles

Desperate times call for desperate measures. With Nestle coming under immense flak for their slow response to the Maggi controversy, another competitor in the noodle space, ITC Foods, has decided to be on the front foot. In the past, communication from ITC has been known to take its time, with media queries going through many internal processes.

But a press release that came in late last week mentions the mobile number of a senior spokesperson (whose identity has not been revealed), who will address any media queries related to ITC's Sunfeast YiPPee! noodles. "In the wake of the current scenario with the instant noodle category, we have created a media response number where you can have immediate access to an ITC Foods senior spokesperson," says the release. Considering the whole category is in turmoil with Top Ramen and Knorr also being pulled off the shelves, the easy access to a senior official might at least win ITC some brownie points.