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. Vermicelli fast food 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 the Novoye Vremya magazine, in order to open their first business - a small budget restaurant of Vietnamese cuisine - the Vyong family borrowed about $ 10 thousand 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 ever-increasing 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 new products to its line - these are mashed potatoes fast food and different types 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 the speed of preparation. "Mivina" is a great option when it becomes necessary to quickly cook 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 (a peak that 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".

Random Fact:

Caffeine stimulates appetite by increasing the secretion of gastric juice. Therefore, regular consumption of caffeinated beverages on an empty stomach can cause stomach problems. —

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 pass a 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 the nutritional value 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, carrot, onion), quality improver pasta(stabilizers E-450, E-452, E-451, acidity regulators E-339, E-500, E-501), soy lecithin emulsifier, beef flavor, green onion and dried parsley, turmeric, sugar color dye, pepper black, potato starch, dried pork meat, hydrolyzed soy protein, vegetable oil based on palm or coconut oil, xanthan gum stabilizer, antioxidants (E-321, E-320). Also included are other food E-supplements, 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, headache, 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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Nikolay SUKHOMLIN, Kharkiv

Anyone who has been reading my articles for more than a day has noticed that I have to travel around the post-Soviet space quite often. And nomadic life, as you know, leaves an imprint not only on sleep, but also on the diet. Retirement and meals hastily, and, accordingly, the selection of the menu based on the principle: what is fast is tasty. The costs of the profession, you know ...

For the first time, I became intimately acquainted with instant vermicelli (noodles) in the capital of Russia. It turned out to be an excellent panacea for hunger, when you want, but not when, or on the train for several days you rejoice at an empty bottle of beer.

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

Nevertheless, to study in more detail the “features of the Ukrainian origin of Mivina”, despite the far from unanimous opinion, the hands still did not reach. The last straw was the eleventh private request on Highway 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, having taken with him a portion of the invariable attribute of a journalist - skepticism - he decided to dot the "i". I will not hide the fact that I myself was interested in obtaining reliable information, because after reading numerous subjective opinions on online forums, I was surprised how, having used instant vermicelli for so many years, I am still, oddly enough, still alive ...

A bit of history

Instant noodles (ramen, ramen) are specially processed (for example, fried in oil) dry noodles, for the preparation of which it is enough to add hot water and the accompanying seasonings. The product is extremely convenient and easy to prepare, which makes it one of the most popular dishes 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 Ye-fu noodles, which appeared in the 16th century in China. It is said that the cook of the Yangzhou city magistrate used deep-fried noodles, which could be served to guests by simply reheating with various broths. The father of modern instant noodles is considered 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 milestone in this field is Nissin's 1971 Styrofoam Cup Noodle, introduced in 1971. It can be prepared without the use of dishes directly 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 put in second place, and the CD - only in fifth.

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 it is one of the most popular "high-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 - ed.).

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 United States (4.2 billion). And, for example, in Russia this figure is 2 billion servings per year.

The main reason for the popularity of instant vermicelli lies not at all in the national attitude to the product used, and not even in the convenience and speed of preparation, which is one of the undeniable advantages of "fast" products. The main thing is to get a freshly prepared hot dish in just three minutes. Fill it with boiling water - and you're done!

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

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, no more difficult than the "cigarette" Philip Morris. Order, discipline, to be sure, are at their best here. Having previously put on a white coat, I had to go through several mandatory procedures: special air treatment of outer clothing in the cell, disinfection of shoes, etc. It is understandable - the production of high-quality food products requires strict adherence to sanitary norms and rules. My guide, Vera Kalinina, the shop manager of the Mivina-3 factory, allowed me to approach the conveyor no more than a meter and a half. The reason is the same - norms and once again norms.

In general, the production of products begins with the control of raw materials, which is carried out by the 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 all are local...

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

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

The whole process is so automated that sometimes the thought flashes: where are so many thousands of employees?! While I am walking along with the tape and the dough, delving into the very heart of the workshop, Vera Vasilyevna tells and shows the entire technological process. Having measured with steps more than a dozen meters, we finally find ourselves near the women baggers. Here the vermicelli is packed and prepared for subsequent transportation. Ready-to-ship products once again undergo duplicate quality and composition control both within enterprises and in state control bodies.

In principle, if we talk about vermicelli, then its high quality is confirmed by the fact that the products leave the assembly line for consumers in 29 countries of 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 European countries- says the head of the shop V. Kalinina

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

At first, I was somewhat embarrassed by the use of palm oil, which is unusual for a domestic person. This is where I had to ask for clarification. According to Technocom specialists, 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 according to the content of vitamin E, it can be attributed to the number of natural leaders.

Roasting instant vermicelli "Mivina" in palm oil enriches the product with vitamins and gives the vermicelli 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 you to store products fried in it 4-5 times longer than sunflower oil.

However, sunflower oil is still present in the products. We are talking about bags that are put into the package along with spices. As a rule, it has an amber color, excellent texture and, for greater appetite, has a delicate 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 vermicelli, then why does the meat in “Homemade Mivin” not spoil? As it turned out, thanks to the use in the production of a special technology called "Keep all Fresh": a fresh product is cut and packaged in a special metallized sealed package of 4 light-tight layers. Then, with the help of special equipment, the meat can be safely stewed at a temperature of + 100C ... + 125C, under high steam pressure. Due to this, all vitamins and useful microelements are preserved in meat and vegetables as much as possible, and the shelf life of the product is also extended.

By the way, I look at the Technokomovsk production, and I myself remember the “misunderstanding” of one friend who looked at me in surprise after reading on the package that the broth is made from meat and bone semi-finished product. What it is? – he issued a question on-mountain. They also smiled at Technocom - after all, they were talking about an ordinary bone with meat, which the hostesses throw into borscht for richness.

Products and "E" with them

How many times are you convinced that it is time for our children to learn the periodic table by studying food packaging. Endakoe creative guide for beginner chemists. And, nevertheless, our compatriots, under general pessimism and a hot hand, will often say this. And, go, after that figure out where is the truth and where is fiction.

Many people believe that literally all food additives are "chemistry", and therefore they are certainly harmful. To put it mildly, this is a delusion. Food additives are used to improve quality and taste in almost every product. The only question is what these additives are and in what quantity they are used.

In 2007, at the enterprises of Technocom LLC, one of the first in Ukraine, the HACCP food safety system (ISO 22 000 certificate) was introduced, confirming the world level of quality and safety of all products. Manufacturing enterprises are certified according to the international standard ISO 9001:2000. Checkers, observers and hedgehogs with them are an integral part of production life. And therefore, control, both internal and external, is carried out in such a way that, with all the desire, it will not be possible to hide the defect. And we are not talking about general “chemicalization” at all ...

However, questions are akin to “Where did the “white death” - salt go?”, “What kind of monosodium glutamate and guar gum?” I asked. And got an explanation.

Monosodium glutamate (lat. monosodium glutamate, monosodium salt of glutamic acid) is a food supplement designed to enhance taste sensations by increasing the sensitivity of the papillae of the tongue. It is a white crystalline powder, highly soluble in water. It is known to the Chinese as a "flavor seasoning" and to the Japanese as a "wonderful powder" ("fe-jing"). The taste of glutamate is called "umami", which is one of the main 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 cuisine. 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 the production of food preparations. It was by this method that monosodium glutamate was obtained, which began to be produced in Japan for sale under the name “aji-no-moto” - “the soul of taste”. Since then, the taste enhancer monosodium glutamate has become widely used and gained popularity around the world. Its annual consumption on the planet has reached 200 thousand tons. So the salt not used by the Asian consumer is perfectly replaced by monosodium glutamate. In addition to which, soy sauce is also present on the tables in Asia.

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

I don’t know how much I annoyed the Techno-Communists with my questions (for the whole day, I think they got rather fed up with them), but I made sure that either natural ones (turmeric) or additives identical to natural ones are used in production. In other words, a product obtained artificially according to a “natural formula” meets natural requirements by 100%. And if domestic experts can “accidentally” look somewhere, then European experts will obviously not allow such blunders. Agree, not all Ukrainian manufacturers today can boast that they have passed strict certification systems and their production meets European quality and safety requirements.

However, in my opinion, it is worth thinking about two things. To be honest, if you listen to some skeptics “from the people”, you will involuntarily come to the conclusion that you can’t eat at all, and even breathing the air is harmful. Okay, there is a society, and journalists? Instead of sorting it out and going to the same Technocom (and who's stopping you from giving a request ?!), they scream in unison how bad everything is. You ask: where does the information come from? – shrug. Because the rumors are not backed up by anything.

And, secondly, it is not clear at the enterprise why they do not carry out banal explanatory work. Until you touch it, you won't know anything. What prevents you from organizing a forum, an event where you can openly comment / 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 that regulate 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 sectors of the economy regulated by the government, or with government organizations of countries where ISO 9000 certification is mandatory. The purpose of ISO 9000 is to bring coherence into relationships between companies in the form of consumer/supplier. The standard helps companies to formalize their process management system for checking the quality and conformity of products.

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

To implement the HACCP system, manufacturers are required not only to research their own product and production methods, but also to apply this 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 purchased products.

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. Simple "curly" noodles 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, bringing to the market a country that survived the perestroika years New Product, 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 supplements 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, add a couple of boiled eggs, diced, a little ham and salted 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 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 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.

• - 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»
• - 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

Links

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