Homegrown food and QSR company Wow! Momo Foods on Tuesday said it will begin operations in Sri Lanka by the end of this year and is targeting 20 outlets in two years.
Wow! Momo Foods has partnered with Sri Lankan conglomerate Softlogic Corporation as its master franchisee to launch its brand in Sri Lanka, the QSR company said in a statement.
The Sri Lanka foray will be followed by the UAE, with Dubai, Abu Dhabi and Sharjah being evaluated as the initial markets.
The company is in discussions with prospective partners and exploring both joint venture and master franchisee structures, as it looks to understand how the brand can operate across a highly diverse consumer base and a mature international foodservice environment.
Looking further ahead, it is targeting the United States after the next two years, using the experience from Sri Lanka and the UAE to build the right market, menu, format and partnership model before entering.
The company, through Wow! FMCG, is already present in 14 countries, and has identified the US, Malaysia, Australia, Thailand and Canada as markets for the next 12 months.
Wow! FMCG products are currently exported to the UAE, Oman, Kuwait, Qatar, Saudi Arabia, Bahrain, Russia, Singapore, the UK, Ireland, Germany, Mauritius, Sri Lanka and New Zealand, with access to more than 1,000 international touchpoints across modern trade and e-commerce, with a product portfolio that includes momos, noodles, cup noodles, smileys and kulfi.
“Reaching 14 countries and more than 1,000 international touchpoints has given us valuable insight into where our products have the strongest potential and how we can build sustainable growth in each market. Our next phase is about going deeper in existing markets, entering new geographies and strengthening our retail, e-commerce and foodservice ecosystem to create a scalable international FMCG business,” Wow! Sales Pvt. Ltd CEO Mithun Appaiah added.
Published on October 27, 2026
