Mivina is instant noodles. Brand history. Features, tastes. Made in Kharkov: national brand “Mivina Mivina meaning”

- the sign “Highest Standard” by decision of the Scientific Expert Council, headed by the President of the Eastern Ukrainian Academy of Business
2002 - For compliance with European standards, Technocom Corporation was awarded the international diploma “European Quality” from the European Business Assembly (Oxford, UK)
- laureate of the “Golden Trademark” competition
- instant noodles, mashed potatoes and seasonings “Mivina™” received the right to be called “Product No. 1 in Ukraine” based on the results of assessing quality and popularity within the framework of the International festival-competition “Choice of the Year”

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boutique- b utik; Mol.; St. Petersburg, Belarus, Ukraine sandwich Now I eat in the plantain chain at all sorts of boutiques, in principle not bad, but there are few of them, mainly in the north of the city. (St. Petersburg) Most of all in my refrigerator there is usually sausage and cheese... because... ... Languages of Russian cities

Nikolay SUKHOMLIN, Kharkov

Anyone who has been reading my articles for several days has noticed that I have to travel around the post-Soviet space quite often. And nomadic life, as we know, leaves its mark not only on sleep, but also on diet. From there, we eat in a hurry, and, accordingly, select a menu based on the principle: what’s fast is tasty. The costs of the profession, you know...

For the first time I became closely acquainted with instant vermicelli (noodles) in the capital of Russia. It turned out to be an excellent panacea for hunger when you want it, but have no time, or on the train for several days you are happy with an empty bottle of beer.

Returning to his native Ukraine, he tried in vain to find anything similar. And this continued until 1995, when the Mivina TM appeared on the shelves of domestic stores.

However, despite the far from unanimous opinion, we still never got around to studying “the peculiarities of Mivina’s Ukrainian origin” in more detail. The last straw was the eleventh private request on HiVee regarding the “use without consequences” of Technocom products. Geographically, the manufacturer of TM Mivina - the Technocom company - is located in Kharkov, and being in the first capital of Ukraine and not sobering people up with objective information was somewhat unethical on my part. Therefore, taking with me a portion of the invariable attribute of a journalist - skepticism - I decided to dot the i's. I will not hide that I myself was interested in receiving reliable information, because after reading numerous subjective opinions on online forums, I was surprised how, after eating instant noodles for so many years, I am still, oddly enough, still alive...

A little history

Instant noodles (ramen, ramen) are specially processed (e.g., fried in oil) dry noodles that can be prepared by simply adding hot water and the supplied seasonings. The product is extremely convenient and easy to prepare, making it one of the most popular meals in the world. In 2003 alone, approximately 70 billion servings of instant noodles were sold worldwide. In 2008, this figure was almost 100 billion servings. In general, it is believed that the first instant noodles were E-fu noodles, which appeared in the 16th century in China. It is said that the cook of the magistrate of the city of Yangzhou used deep-fried noodles, which could be served to guests simply by heating them with various broths. The father of modern instant noodles is considered to be the Japanese Momofuku Ando, who founded Nissin Food Products Co., Ltd and organized the world's first production of Chikin Ramen noodles (chicken flavor) in 1958.

Another important milestone in this area is the introduction of Nissin's Styrofoam Cup Noodles in 1971. It can be prepared without using any utensils right in this cup. Subsequently, dried vegetables were added to the cup, which made this dish a soup.

In a public opinion poll in Japan conducted in 2000, instant noodles were named the main Japanese invention of the 20th century. Karaoke was placed in second place, and the CD was only in fifth place.

Initially, the “quick noodles” we mentioned above were positioned as an expensive exclusive product. It cost about 6 times more than traditional varieties of soba and udon noodles. Now this is one of the most popular “speed” products. At the same time, the price for it, for example, in the USA ranges from $0.7 to $1.6 in soft packaging (products in glasses and thermal bowls are more expensive - author's note).

The world's largest consumers of instant noodles are China (more than 50 billion servings per year), Indonesia (14.9 billion), Japan (5.4 billion), and the USA (4.2 billion). And, for example, in Russia this figure is 2 billion servings per year.

The main reason for the popularity of instant noodles lies not at all in the national attitude towards the product consumed, and not even in the convenience and speed of preparation, which is one of the indisputable advantages of “fast” products. The main thing is to receive a freshly prepared hot dish in just three minutes. Pour boiling water over it and you're done!

Skeptics should also take into account the following factor: the production technology of the above-mentioned products is the same for all countries, both Asia and Europe. It doesn’t matter whether the consumer is in Washington, Beijing or Kharkov.

Production

It turned out to be quite difficult to get into the enterprise, where, according to the company, several thousand people work. Although, however, I note, it is no more difficult than the “cigarette” Philip Morris. Order and discipline, needless to say, are at their best here. Having first put on a white coat, I had to go through several mandatory procedures: special air treatment of outer clothing in the chamber, disinfection of shoes, etc. This is understandable - the production of quality food requires strict adherence to sanitary standards and rules. My guide, workshop manager of the Mivina-3 factory Vera Kalinina, allowed me to approach the conveyor no more than a meter and a half. The reason is the same - norms and more norms.

In general, product production begins with the control of raw materials, which is carried out by production and technological laboratories created at the Mivina-3 factory and the factory for the production of spices and seasonings. The laboratories have an accreditation certificate from the Kharkov State Center for Standardization, Metrology and Certification. All ingredients used in the production of products are natural and only of the highest quality. Almost everything is domestic...

It is interesting to observe the vermicelli production itself up close. It would seem that it would be worth making ornate products there, but no - not everything is as simple and quick as when consumed.

“Here,” says Vera Kalinina, “flour and water are purified in a system of magnets and filters that capture the smallest particles of foreign substances. – The water required by the recipe is subjected to the same purification procedure. The kneaded and rolled out dough is cut into thin threads, which are steamed at a temperature of +120C, then the vermicelli is fried in palm oil. After this procedure, vermicelli is ready for consumption. Now all that remains is to dry it, cool it and pack it in special food packaging.

The whole process is so automated that sometimes the thought flashes: where are so many thousand employees?! While I am walking along with the tape and dough, delving into the very heart of the workshop, Vera Vasilievna tells and shows the entire technological process. Having measured dozens of meters in steps, we finally find ourselves near the women packaging workers. Here the noodles are packaged and prepared for subsequent transportation. Products ready for shipment once again undergo duplicate quality and composition control both within enterprises and at government control authorities.

In principle, if we talk about vermicelli, its high quality is confirmed by the fact that the products from the assembly line go to consumers in 29 countries of the near and far abroad. The only difference from the one sold on the Ukrainian market is the packaging. More precisely, its linguistic design.

“You can’t even imagine how high the requirements for product quality are in European countries,” says workshop manager V. Kalinina

– Try to bring low-quality products to Germany, Poland, and even Israel... Belarus has also set very high “European Union” demands. So Ukrainians receive goods of European level.

At first, I was somewhat confused by the use of palm oil, which was unusual for domestic people. Here I had to ask for clarification. According to Technocom experts, palm oil is a very nutritious and healthy product, rich in vitamins. It contains 15 times more provitamin A than carrots and 50 times more than tomatoes. And in terms of vitamin “E” content, it can be considered one of the natural leaders.

Frying instant noodles “Mivina” in palm oil enriches the product with vitamins and gives the noodles an excellent taste and aroma. Compared to sunflower oil, palm oil is better suited for food production, since it does not form carcinogenic compounds during frying and allows products fried in it to be stored 4-5 times longer than sunflower oil.

However, sunflower oil is still present in the products. We are talking about sachets included in the packaging along with spices. As a rule, it has an amber color, excellent consistency and, for greater appetite, has a subtle aroma of fresh onions. A similar olfactory effect is achieved by using a special technology in which the oil is infused on onions for a certain time.

Well, if everything is more or less clear with noodles, then why does the meat at Domashnaya Mivina not spoil? As it turned out, thanks to the use of a special technology in production, which is called “Keep all Fresh”: the fresh product is cut and packaged in a special way in a special metallized sealed package of 4 light-proof layers. Then, using special equipment, the meat can be safely stewed at a temperature of +100C...+125C, under high steam pressure. Due to this, all vitamins and beneficial microelements are preserved in meat and vegetables as much as possible, and the shelf life of the product is extended.

By the way, I look at Technocom’s production, and I remember the “misunderstanding” of one acquaintance, who looked at me in surprise after reading on the packaging that the broth is made from semi-finished meat and bone products. What it is? – he asked the question out loud. At Technocom they also smiled - after all, we were talking about an ordinary bone with meat, which housewives throw into borscht for richness.

Products and “E” with them

How many times do you become convinced that it’s time for our children to learn the periodic table by studying food packaging? What a creative guide for beginner chemists. And, nevertheless, our compatriots, under general pessimism and a hot hand, will often say such things. And, after that, figure out where the truth is and where the fiction is.

Many people believe that literally all food additives are “chemicals”, and therefore they are certainly harmful. To put it mildly, this is misleading. Food additives are used to improve the quality and taste of almost every product. The only question is what kind of additives they are and in what quantities they are used.

In 2007, the enterprises of Tekhnokom LLC, one of the first in Ukraine, introduced the HACCP food safety system (ISO 22,000 certificate), confirming the world level of quality and safety of all products. Manufacturing plants are certified according to the international standard ISO 9001:2000. Inspectors, observers and hedgehogs with them are an integral part of production life here. Therefore, control, both internal and external, is carried out in such a way that, no matter how hard you try, it will not be possible to hide the defect. And we’re not even talking about widespread “chemicalization”...

However, questions akin to “Where did the “white death” salt go?”, “What is monosodium glutamate and guar gum?” I asked. And I received an explanation.

“Mosodium glutamate” (lat. monosodium glutamate, monosodium salt of glutamic acid) is a food additive designed to enhance the sense of taste by increasing the sensitivity of the papillae of the tongue. It is a white crystalline powder, highly soluble in water. Known as “flavoring seasoning” by the Chinese and “wonderful powder” (“fe jing”) by the Japanese. The taste of glutamate is called "umami", which is one of the basic taste sensations known to man. Monosodium glutamate is obtained both from natural resources and through chemical reactions. Most often it is used in dishes of Japanese, Korean and especially Chinese cuisines. And received in 1907 by an employee of the Tokyo Imperial University - Kikunae Ikeda. In 1909, he was granted a patent for a method for producing food preparations. It was by this method that monosodium glutamate was obtained, which began to be sold in Japan under the name “aji-no-moto” - “soul of taste”. Since then, the flavor enhancer monosodium glutamate has become widely used and gained popularity all over the world. Its annual consumption on the planet has reached 200 thousand tons. So the salt that is not used by the Asian consumer is perfectly replaced by monosodium glutamate. In addition to which, soy sauce is also present on tables in Asia.

But guar gum is a natural thickener (like salt is a natural preservative). The gum is extracted from the bean seeds of the guar plant, cultivated in India and Pakistan. Guar gum normalizes intestinal microflora and reduces cholesterol levels. Gum is often used in weight loss medications.

I don’t know how much I annoyed the Technocom people with my questions (I think I got pretty fed up with them during the whole day), but I was convinced that in production they use either natural ones (turmeric) or additives identical to natural ones. In other words, a product obtained artificially using a “natural formula” meets 100% natural requirements. And if domestic experts may “accidentally” look somewhere, then European experts will obviously not allow such lapses. Agree, not all Ukrainian manufacturers today can boast that they have passed strict certification systems and that their production meets European quality and safety requirements.

However, in my opinion, there are two things worth thinking about. To be honest, if you listen to some of the skeptics “from among the people”, you will involuntarily come to the conclusion that you can’t eat at all, and that breathing the air is harmful. Okay, there is society there, but what about journalists? Instead of figuring it out and going to the same Technocom (and who’s stopping you from giving a request?!), they scream in unison about how bad everything is. You ask: where does the information come from? - they shrug their shoulders. Because from rumors, there is nothing backed up.

And, secondly, it is unclear why the enterprise does not carry out banal explanatory work. Until you rub it, you won’t know anything. What prevents you from organizing a forum, an event where you can openly comment on/refute existing misconceptions? After all, rumors are generated, first of all, by a lack of information. Is not it?

For reference:

ISO 9000 is a series of international ISO standards regulating quality management in enterprises. An ISO 9000 certificate is required for businesses operating in international markets or with international suppliers who require such a certificate; working in government regulated sectors or with government agencies in countries where ISO 9000 certification is mandatory. The purpose of ISO 9000 is to bring consistency to customer/supplier relationships between companies. The standard helps companies formalize their system for managing the process of quality assurance and product conformity.

The HACCP system provides control at all stages of the food chain, at any point in the production, storage and sale of products where violations may occur.

To implement a HACCP system, manufacturers are required not only to examine their own product and production methods, but also to apply the system and its requirements to suppliers of raw materials, auxiliary materials, and the wholesale and retail system. By the way, for consumers in developed countries, the use of the HACCP system is synonymous with confidence in the safety of the purchased products.

K: Appeared in 1995

Awards

- the sign “Highest Standard” by decision of the Scientific Expert Council, headed by the President of the Eastern Ukrainian Academy of Business
2002 - For compliance with European standards, Technocom Corporation was awarded the international diploma “European Quality” by the European Business Assembly (Oxford, Great Britain)
- laureate of the “Golden Trademark” competition
- instant noodles, mashed potatoes and seasonings “Mivina™” received the right to be called “Product No. 1 in Ukraine” based on the results of assessing quality and popularity within the framework of the International festival-competition “Choice of the Year”
2008 - winner of the national rating competition “Brand of the Year - 2008”.

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Notes

Excerpt characterizing Mivin

– Vous ne pensez donc pas comme lesautres que nous sommes obliges de nous retirer? [You don't think, then, like others, that we should retreat?]
“Au contraire, votre altesse, dans les affaires indecises c"est loujours le plus opiniatre qui reste victorieux,” answered Raevsky, “et mon opinion... [On the contrary, your lordship, in indecisive matters the winner is the one who is more stubborn, and my opinion …]
- Kaisarov! – Kutuzov shouted to his adjutant. - Sit down and write an order for tomorrow. “And you,” he turned to the other, “go along the line and announce that tomorrow we will attack.”
While the conversation was going on with Raevsky and the order was being dictated, Wolzogen returned from Barclay and reported that General Barclay de Tolly would like to have written confirmation of the order that the field marshal gave.
Kutuzov, without looking at Wolzogen, ordered this order to be written, which the former commander-in-chief, very thoroughly, in order to avoid personal responsibility, wanted to have.
And through an indefinable, mysterious connection that maintains the same mood throughout the entire army, called the spirit of the army and constituting the main nerve of the war, Kutuzov’s words, his order for battle for the next day, were transmitted simultaneously to all ends of the army.
It was not the very words, not the very order that was transmitted in the last chain of this connection. There was not even anything similar in those stories that were passed on to each other at different ends of the army to what Kutuzov said; but the meaning of his words was communicated everywhere, because what Kutuzov said stemmed not from cunning considerations, but from a feeling that lay in the soul of the commander-in-chief, as well as in the soul of every Russian person.
And having learned that the next day we would attack the enemy, from the highest spheres of the army, having heard confirmation of what they wanted to believe, the exhausted, hesitant people were consoled and encouraged.

Prince Andrei's regiment was in reserves, which until the second hour stood behind Semenovsky inactive, under heavy artillery fire. In the second hour, the regiment, which had already lost more than two hundred people, was moved forward to a trampled oat field, to that gap between Semenovsky and the Kurgan battery, where thousands of people were killed that day and on which, in the second hour of the day, intensely concentrated fire was directed from several hundred enemy guns.
Without leaving this place and without firing a single charge, the regiment lost another third of its people here. In front, and especially on the right side, in the lingering smoke, guns boomed and from a mysterious area of smoke that covered the entire area ahead, cannonballs and slowly whistling grenades flew out, incessantly, with a hissing rapid whistle. Sometimes, as if giving rest, a quarter of an hour passed, during which all the cannonballs and grenades flew over, but sometimes within a minute several people were torn out of the regiment, and the dead were constantly dragged away and the wounded were carried away.

Everyone who lived in the nineties remembers Mivina. Having barely appeared on the market, the product very quickly became so popular that the brand turned into an unofficial name for the product category, just as, for example, a copier is now called any copying machine.

Schoolchildren, teachers, police officers, officials, entrepreneurs and office workers snacked on Mivina. This was the most affordable breakfast possible. Instant noodles with chicken or meat flavor cost a penny.

Despite the low price, Mivina did not become exclusively a product for the poor. Its taste was at a sufficiently acceptable level that almost everyone liked it. From experience we can say that the situation when “you don’t want borscht” but want “Mivina” was not something uncommon for Kharkov residents.

How it all began?

The Technocom corporation, which began producing Mivina in 1995, was founded by Pham Nhat Viong, a native of Vietnam who settled in Kharkov. Now the entrepreneur has become the richest resident of Vietnam and is included in the list of the Top 500 richest people in the world according to Forbes magazine. His fortune is estimated at $4.2 billion.

According to the magazine "New Time", to open their first business - a small budget restaurant serving Vietnamese cuisine - the Vyong family borrowed about $10 thousand from relatives and friends. And already in 1995, Vyong took out a loan at 8% per month and founded Technocom - an enterprise for production of instant noodles using Vietnamese technology, calling the product “Mivina”.

The product almost immediately won the sympathy of consumers. Hot noodles are ready in a matter of minutes. The semi-finished product just needs to be poured with boiling water. Many, however, loved Mivina even raw. For example, it was sometimes bought with beer instead of crackers.

Thanks to the ever-growing popularity of new products for consumers, sales reached millions in 1997. Every year this figure increased. Due to its great popularity, any instant noodles began to be called mivina.

Having gained a foothold in the market, the Mivina company expanded its product range and in 1999 added two more new products to its line - instant mashed potatoes and different types of flavoring seasonings. The expansion of products and the addition of these new products only fueled consumer interest.

Millions of Ukrainians give their preference to Mivina because of its good taste with hints of Vietnamese exoticism and speed of preparation. “Mivina” is a great option when you need to quickly prepare hot and tasty food for the whole family.

"Mivina" and "Nestle"

In 2010, the transnational company Nestle bought Technocom and Mivina for $150 million. The company has significantly increased its productivity, which has made it possible to significantly expand its range and introduce new types of products to the market.

Today the company produces the following food products:

Instant vermicelli.
Different types of instant soups.
Mashed potatoes.
A variety of flavoring seasonings.

According to Nestlé, all ingredients used to create the highest quality instant noodles, seasonings, purees and soups are always fresh and undergo a range of special treatments.

For example, flour goes through a purification stage through special magnetic installations, water through purification filters that clean it from small particles and unwanted impurities. All processes are controlled in laboratory conditions.

Not long ago, the company launched another new product on the market - sweet “Mivina” with banana and strawberry flavors. The editors do not have data on the sale of the new product, but there is reason to believe that it will find its admirer.

I want "Mivina"

“Mivina” has already become a kind of Kharkov meme. Kharkiv residents often remember her in conversations among themselves and even on social networks.

“Based on the results of a survey of all the businessmen I know, we can put forward a funny hypothesis: those who consume Mivina at the beginning of their entrepreneurial journey achieve success in business with an 89% probability.

17 out of 19 respondents admitted that they sat on noodles for more than one month (and some for years) after starting their business. Many (including me) even trace the evolution of culinary preferences - at first everyone ate only noodles. In cooked form (sometimes with the addition of mayonnaise, so that It was richer) or in dry form, crushing the noodles directly in the bag, pouring out the contents of the spice packets, and shaking. Mivina puree, with pieces of some kind of crap and the taste of some other crap, was considered a special gourmet food.

We ate Mivina first because we had no money for anything else. Then - because we immediately put all the money we earned back into business. And while our peers found jobs, received salaries and began to eat in cafes and restaurants (a peak generally inaccessible to us), we continued to brew Mivina with boiling water.

It turns out that Mivina is not just noodles. This is a whole symbol! A symbol of intense work and big plans when there are no prerequisites for this (money dads and moms, inheritance, etc.), except for a strong desire to do something cool at all costs. Such a vermicelli insight 😉

Here's what the blogger writes: Andrey Alokhin, whose post received almost 2 thousand likes:

“Mivina smells like dog food. It so happened that in the morning (for lack of anything) I had to find an old bag and brew folk noodles.

At the smell, a single, floppy-eared dog anxiously came into the kitchen on crooked legs and delicately but decisively warned:

- I won’t eat this.

I had to explain that I did this to myself.

The single dog looked into his bowl with the remains of dry food for the most capricious and said sarcastically:

And I said:

- Very funny".

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