Thai Brand Emily’s Rolls Out Konjac Version of Signature Chicken Noodles
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Thai food brand Emily’s launched a limited-edition konjac version of its signature shredded chicken noodles on 20 August, targeting consumers seeking low-calorie dining options.
The Bangkok-born business introduced the high-protein alternative as an adaptation of its core menu item, which drove the company’s initial viral retail growth across Thailand.
Health-Focused Menu Shift
Founders Naiyanachanok Patamasingh Na Ayutthaya and Thaparat Waerojruedee developed the dish by swapping traditional wheat-based noodles for konjac root substitutes. The formulation retains the brand’s original chicken seasoning while cutting net carbohydrates and overall calorie counts.
Konjac noodles have gained traction across Southeast Asian quick-service and casual dining formats. Fast-casual concepts across Bangkok and regional capitals frequently use limited-run functional dishes to convert casual social media interest into repeat footfall without changing baseline kitchen inventory permanently.
Limited-Edition Rollout
The new recipe operates as a short-run promotional item across the brand’s sales channels. Emily’s built its retail footprint around packaged and ready-to-eat comfort food formats before branching into dedicated counter operations.
Customer sales performance and reorder velocity during the initial promotion window will determine whether the brand integrates the konjac dish into its permanent daily menu.