Jetlag Noodles debuts wholesale orders for travel industry
Endorsed by entrepreneurs Richard Branson and Simon Squibb, Globetrender founder Jenny Southan has launched sister brand Jetlag Noodles, now available to stock across airlines, airports, hotels and cruise ships.
Infused with functional ingredients such as guarana (a natural source of caffeine), vitamin D3 and magnesium, Jetlag Noodles® is a next-generation instant noodle brand designed for people out of sync with their circadian rhythms.
The brand is now taking wholesale orders ahead of its summer 2026 launch from hospitality partners including airlines, airport lounges, hotels, cruise lines and travel retailers worldwide.
Co-founded by travel journalist and founder of travel trend forecasting agency Globetrender, alongside her two brothers – Ben (a designer) and Jack (a chef) – Jetlag Noodles® has already attracted attention from leading entrepreneurs.
Richard Branson, founder of Virgin Atlantic, commented in an Instagram reel: “It’s a great idea.” Simon Squibb, founder of HelpBnk, added: “I need those noodles NOW!”
Their endorsements followed a widely shared business pitch in July 2025, when Jetlag Noodles® featured in the “Elevator of Dreams” contest by Virgin StartUp and HelpBnk, introducing the concept to a global audience. Jenny first presented the idea to Branson on a press trip to his home on Necker Island in January 2024.
Tapping into the “future of travel” theme, Jetlag Noodles® subsequently enlisted London-based design agency Seymourpowell – the studio behind the interiors for Branson’s Virgin Galactic spacecraft – to work on the packaging.
Jetlag Noodles® was created to address a simple but overlooked reality – modern life disrupts our natural rhythms. From long-haul travel to night shifts, early starts and late arrivals, millions of people operate out of sync with their bodies every day. Designed to help people feel better – faster, the product combines taste, nutrition and functional ingredients in a format that is quick, portable and universally understood.
Jetlag Noodles® launches with two variants:
Revive – Red Chilli & Ginger: contains guarana and vitamin D3 to support alertness and energy, delivered through a spicy, invigorating broth
Reset – Umami Miso & Sesame: contains magnesium and vitamin B6, formulated to support relaxation and recovery with a savoury, calming flavour profile
Both products are plant-based, made with organic air-dried (not fried) wheat noodles, free from palm oil, and shelf-stable for up to 12 months. The team worked to develop recipes that minimise artificial additives, without compromising on flavour.
Jenny says: “Jetlag Noodles® was born from a very real ‘need state’ – those in-between moments when you feel tired, wired or out of sync. We saw an opportunity to reimagine instant noodles as something more purposeful – not just convenient. We know there is no cure for jetlag but instant noodles are already a staple among cabin crew and pilots – as well as the wider global population. Interestingly, they are also used as aid in war and disaster zones as they are light, cheap, have a long shelf-life and all you need to add is hot water.
“However, instant noodles aren’t typically made from the best ingredients. We saw a dual opportunity – to make an existing product healthier (our noodles are organic wheat and are air-dried, not fried, for example), as well as use them as a vehicle for combatting some of the symptoms of jetlag through the addition of functional ingredients such as guarana, which is a natural source of caffeine. Whether you’re stepping off a long-haul flight or navigating everyday life, Jetlag Noodles® represent a small ritual that brings you back into balance.”
Purpose-built for the travel ecosystem, Jetlag Noodles® is ideally suited to aircraft cabins, hotel minibars, airport lounges and cruise ships. Requiring only hot water to prepare, it offers a scalable, high-margin and operationally simple solution for hospitality partners looking to enhance guest wellbeing while delivering something memorable and relevant.
While conceived for travellers, the product also appeals to a wider audience experiencing disrupted routines, including shift workers, new parents and students.
Jetlag Noodles® sits at the intersection of food, wellness and travel culture, introducing a new category of “functional comfort food”. By combining deep umami flavour with ingredients linked to energy metabolism, immune support and nervous system function, it offers a more balanced alternative to traditional instant meals without compromising on taste or simplicity.
Wholesale enquiries and early-stage partnership discussions are now open ahead of the summer 2026 rollout. Direct-to-consumer sales via a dedicated online store will follow.
