As translated from Ukrainian mivin. Made in Kharkiv: folk brand "Mivina"

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Article added by user Masha
06.07.2016

Mivina

Some people think that instant noodles have their origins in our time of modern technology. But, as you know, the first instant vermicelli appears as a well-known and popular food product, which must undergo preliminary heat treatment. Instant noodles are considered pasta, which, in order to cook, is enough to pour boiling water over it and add various spices that come with it. Today, instant noodles are one of the most widespread food products on Earth. It is famous for its cheapness, so everyone can buy it. The most common brand of instant noodles in Ukraine is "Mivina". This trademark was founded by the Technocom corporation. In 1995, the Technocom corporation, created by Pham Nyat Vuong, a resident of Ukraine of Vietnamese origin, began the production and sale of instant vermicelli called Mivina. Under the name "Mivina" they also produce mashed potatoes in bags and similar products, which are packed in plastic dishes. In addition, this trademark is also used for sauces. Some consider Mivinu vermicelli to be a time bomb, because it contains various harmful flavors.

Method and shelf life of this product

It is necessary to store at a temperature not more than 30 ° C and relative humidity of air not more than 75%, the shelf life is 12 months.

Calorie content of instant noodles of the company "Mivina"

Energy and nutritional value of instant noodles per 100 grams of product in the ratio of carbohydrates, proteins and fats. Carbohydrates: 52.5 g. Proteins: 7.2 g. Fats: 18.4 g. The calorie content of this product is 404 kcal per 100 grams.

The composition of instant noodles of the company "Mivina"

In order for the taste and aroma of vermicelli to be much better, it contains monosodium glutamate and other harmful flavor additives. This additive acts as a flavor enhancer and preservative. It also contains palm stearin, wheat flour of the highest and first grade, sunflower seasoning oil (sunflower fried with onions, synthetic beta-carotene dye, antioxidant oil, a mixture of tocopherols), flavor and flavor enhancers (sodium inosinate, monosodium glutamate, sodium guanylate ), water, salt, sugar, dried vegetables (garlic, carrots, onions), pasta quality improver (stabilizers E-450, E-452, E-451, acidity regulators E-339, E-500, E-501 ), emulsifier soy lecithin, beef flavoring, green onions and dried parsley, turmeric, sugar coloring agent, black pepper, potato starch, dried pork meat, hydrolyzed soy protein, vegetable oil based on palm or coconut oil, stabilizer xanthan gum, antioxidants (E-321, E-320). And also other food E-supplements are included in the composition, such as: E-307, E-160a, E-621, E-627, E-631, E-322, E-150, E-100, E- 415 .

Harm of instant noodles of the company "Mivina"

Monosodium glutamate (E-621), which is part of this product, is made synthetically, because it is cheaper for the manufacturer. You can make it much larger, it enhances and creates taste, smell of missing meat and rancidity. Despite all this, such an additive excites the brain a little, is addictive and can disrupt the perception of natural products. There are other consequences, such as allergies, digestive problems, headaches, diabetes, obesity. Therefore, if the consumer is not satisfied with the contents of Mivina, then there is no need to save on your health, because they also produce traditional vermicelli, which will not harm your body as much as Mivina noodles.

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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, as, for example, any copier is now called a copier.

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

Despite the low price, "Mivina" did not become exclusively a product for the poor. Its palatability was at an acceptable enough level to please almost everyone. From experience, we can say that the situation when “you don’t want borscht”, but want “Mivina” was not a rarity for Kharkiv residents.

How it all began?

The Technocom Corporation, which launched the production of Mivina in 1995, was founded by a native of Vietnam, Pham Nyat Viong, 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 dollars.

According to Novoye Vremya magazine, in order to open their first business - a small budget restaurant of Vietnamese cuisine - the Vyong family borrowed about $10,000 from relatives and friends. And already in 1995, Vyong took a loan at 8% per month and founded Technocom production of instant noodles according to Vietnamese technology, calling the product "Mivina".

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

Thanks to the constantly growing popularity of new products for consumers, sales in 1997 reached millions. Every year this figure has increased. Due to the great popularity of mivina, they began to call any instant noodles.

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

Millions of Ukrainians give their preference to Mivina because of its good taste with hints of Vietnamese exoticism and quick preparation. "Mivina" is a great option when it becomes necessary to quickly prepare hot and tasty food for the whole family.

Mivina and Nestle

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

Today the company produces the following food products:

• Instant vermicelli.
• Different types of instant soups.
• Mashed potatoes.
• Various flavorings.

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

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

Not so 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 a new product, but there is reason to believe that he will find his admirer.

I want Mivina

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

“According to the results of a survey of all my businessmen I know, a funny hypothesis can be put forward: those who eat Mivina at the beginning of their entrepreneurial journey achieve success in business with a probability of 89%.

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. Cooked (sometimes with the addition of mayonnaise to it was more indulgent) or in dry form, crushing the noodles right in the bag, pouring out the contents of the bags with spices, and shaking. Mivin's puree was considered a special gourmet food, with pieces of some kind of crap and the taste of some other crap.

At first we ate Mivina, because there was 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 (the peak is generally inaccessible to us), we continued to brew Mivina with boiling water.

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

Here is what the blogger writes Andrey Alokhin, whose post got almost 2 thousand likes:

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

A single lop-eared dog on crooked legs came anxiously into the kitchen at the smell, and delicately but decisively warned:

- I won't eat it.

I had to explain that I was myself.

The unit dog looked into his bowl with the remnants of dry food for the especially capricious and sarcastically said:

And I said:

- Very funny".

For the Ukrainian consumer, the word "Mivina" has long become a household word. This is how the inhabitants of Ukraine call any instant vermicelli. And all because this company was the first to bring to the market a product that gained immense popularity and managed to truly fall in love with the people. It is difficult to find a person who has not tasted this dish at least once.

The history of this product is very interesting. A simple "curly" noodle in a colorful pack has really come a long way, winning its market segment and its place in the heart of the buyer.

Breakthrough in the Ukrainian market

Vermicelli "Mivina" appeared on the shelves in the mid-90s of the last century. This product was not an invention, something similar already existed (for example, the inhabitants of Russia were already familiar with Doshirak and Rollton). Instant noodles belong to the traditions of the Far Eastern cuisine. It is not surprising that the citizens of the CIS were introduced to this product by people from Asian countries.

In those days, many were wary of the novelty, because the Ukrainians had never seen anything like it. It was difficult to believe in something that did not need to be cooked. Many have tried this noodle for the first time out of pure curiosity.

Everyone could choose one of several bright tastes. The price did not deter. Advertising promised multiple benefits and benefits. The product was clearly not in short supply, a pack of noodles could be purchased even at a night stall. This ensured the rapid growth in the popularity of Mivina. The novelty was also liked by housewives, who, over the years of scarcity, have learned to invent goodies from any product.

"Mivina" is a word that is truly dear to the heart of every tourist or student. How many times this simple food rescued, warmed and pleased the one who had to satisfy his hunger in the conditions of a hike, a change house, a gatehouse, a hostel.

The company, introducing a new product to the market of a country that survived the years of perestroika, relied on accessibility. By the way, this later played a bad joke with “quick” noodles: today many consider it food for the poor, although the cost of a serving is not so cheap (for example, a portion of a potato or cereal side dish will cost less).

Compound

If you think that "Mivina" is a product that is unhealthy, pay attention to some facts. The manufacturer uses preservatives and flavor enhancers, but there are no more of them in the seasoning than in children's sweets. All ingredients are certified, their quantities are within the normal range. In addition, the composition includes natural ingredients: dried vegetables, spices, vegetable oil, dried meat, sugar and salt, wheat flour. There are also synthetic additives, including those containing the letter E in the name. Therefore, Mivina is not suitable for the diet and children's menu.

Worthy of attention and multiple awards for quality.

New flavors, new products

The line of spicy and mild noodles with chicken, pork and beef flavors was soon expanded by the Mivina seasoning series. The real hits were powder additives with flavors of meat, mushrooms, vegetables. Today, the company also produces natural spices, consisting of dried vegetables and herbs.

Instant soups, including creamy ones, are very popular.

An excellent solution for many was set meals packed in plastic serving containers and mashed potatoes.

Brewing and more

About how to turn a semi-finished product into a ready-made meal, the manufacturer clearly reports on the packaging with the help of clear illustrated instructions. Add boiling water to the vermicelli, cover with a lid and let it brew for a couple of minutes. By the same principle, mashed potatoes and most soups are prepared.

But Mivina noodles are not only the basis for a side dish. Many housewives cook soups and salads with pasta.

Try kneading a block of noodles with your hands, adding a couple of diced boiled eggs, a little ham and pickles or fresh cucumbers. If you serve a salad dressed with mayonnaise to the table immediately, the vermicelli will create a pleasant texture, the dish will be crispy. After standing and soaking, the salad turns out to be more tender. You can achieve new tastes by adding other ingredients at your discretion: pickled mushrooms, onions, herbs, peas. And if you replace the sausage with crab sticks or boiled liver, you can get a completely new snack.

Mivina's flavors allow you to cook many soups. For example, both noodles and seasoning from it can be used to prepare first courses with mushrooms, meatballs, and meat.

Precautionary measures

It should be understood that "Mivina" is not the best option for a daily side dish. It is not worth it to abuse fast food. Experts assure that when used wisely, this noodle and seasoning will not cause any negative consequences. But if there are already problems with the gastrointestinal tract (for example, an ulcer or gastritis), this product, like any hot spices, must be discarded.

One success story

Another interesting fact related to Mivina deserves attention. The brand was created by a native of Vietnam - Pham Nyat Vuong.

Today he is a successful businessman who is the first dollar billionaire in the history of his country. Interestingly, after moving to Ukraine, Mr. Vyong got into huge debts to give life to his offspring. His idea quickly bore fruit, the company Tekhnokom LLC, which owns the Mivina brand, became famous and became rich. Later, it was bought out by the Nestle Corporation for a good amount. Pham Nhat Vuong himself returned to his homeland and devoted himself to the development of business and infrastructure in Vietnam.

K: Appeared in 1995

Awards

• - the sign "Highest standard" by decision of the Scientific and Expert Council, headed by the President of the East Ukrainian Academy of Business
• 2002 - For compliance with European standards, Technocom Corporation was awarded the international diploma "European Quality" of the European Business Assembly (Oxford, UK)
• - Laureate of the "Golden Trademark" competition
• - instant vermicelli, mashed potatoes and seasonings "Mivina™" received the right to be called "Product No. 1 in Ukraine" based on the results of quality and popularity assessment within the framework of the International Festival-Competition "Choice of the Year"
• 2008 - winner of the nationwide competition-rating "Brand of the Year - 2008".

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Notes

An excerpt characterizing Mivin

– Vous ne pensez donc pas comme lesautres que nous sommes obliges de nous retirer? [So you don't think, like the others, that we should retreat?]
- Au contraire, votre altesse, dans les affaires indecises c "est loujours le plus opiniatre qui reste victorieux," Raevsky answered, "et mon opinion ... [On the contrary, your grace, in indecisive matters, the one who is more stubborn remains the winner, and my opinion …]
- Kaisarov! shouted Kutuzov to his adjutant. - Sit down and write an order for tomorrow. And you,” he turned to another, “drive along the line and announce that tomorrow we will attack.
While the conversation with Raevsky was going on and the order was being dictated, Wolzogen returned from Barclay and reported that General Barclay de Tolly would like to have a written confirmation of the order that the field marshal had given.
Kutuzov, without looking at Wolzogen, ordered that this order be written, which, quite thoroughly, in order to avoid personal responsibility, the former commander-in-chief wanted to have.
And through an indefinable, mysterious connection that maintains the same mood throughout the army, called the spirit of the army and constituting the main nerve of the war, Kutuzov’s words, his order for battle on the next day, were transmitted simultaneously to all parts of the army.
Far from the very words, not the very order, were 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 did not follow 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 tomorrow we will attack the enemy, having heard confirmation from the highest spheres of the army of what they wanted to believe, the exhausted, hesitant people were comforted and encouraged.

The regiment of Prince Andrei was in reserves, which until the second hour stood behind Semenovsky in inactivity, under heavy artillery fire. In the second hour, the regiment, which had already lost more than two hundred men, was moved forward into a trodden oat field, to that gap between Semyonovsky and the kurgan battery, on which thousands of people were beaten 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 releasing a single charge, the regiment lost another third of its people here. In front, and especially on the right side, in the smoke that did not dissipate, cannons boomed, and from the mysterious area of ​​​​smoke that covered the entire area in front, cannonballs and slowly whistling grenades flew out without ceasing, with a hissing quick whistle. Sometimes, as if giving rest, a quarter of an hour passed, during which all the cannonballs and grenades flew over, but sometimes for a minute several people were pulled out of the regiment, and the dead were constantly dragged away and the wounded carried away.

• - the sign "Highest standard" by decision of the Scientific and Expert Council, headed by the President of the East Ukrainian Academy of Business
• 2002 - For compliance with European standards, Technocom Corporation was awarded the international diploma "European Quality" of the European Business Assembly (Oxford, UK)
• - Laureate of the "Golden Trademark" competition
• - instant vermicelli, mashed potatoes and seasonings "Mivina™" received the right to be called "Product No. 1 in Ukraine" based on the results of quality and popularity assessment within the framework of the International Festival-Competition "Choice of the Year"

see also

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