Marugame Seimen places a noodle-making machine in every one of its shops nationwide to make fresh noodles from flour, then boils them on the spot to deliver that freshly boiled taste. Because "fresh udon is so delicious it's moving." This is something Marugame Seimen's founder experienced firsthand at a noodle mill in Kagawa, the home of sanuki udon. Good udon absorbs water well, and when boiled just right, gives off a lovely aroma of wheat flour, like rice that has just finished cooking.