About the Product ITC entered the instant noodles segment with the launch of Sunfeast Yippee! in 2010. The sourcing and blending expertise that has made Aashirvaad Indias No 1 branded Atta has been leveraged to create a delightful noodle block. The block being round in shape does not need to be broken while cooking, providing really long slurpy noodles. A special scientific process ensures that the noodles do not lump even 30 minutes after cooking. Yippee! instant noodles are available in three lip-smacking variants - Classic Masala, Magic Masala and Chinese Masala. Classic Masala is the Classical Indian Masala flavour with a perfect blend of spices. Magic Masala is a special masala created by ITC with spices and also has five different types of dehydrated vegetables. Chinese Masala is a unique combination of Chinese and Masala Flavours.