Simon Mowbray
Ye Olde Oak is getting ready to take on the might of another Unilever Bestfoods brand by launching a new product into the noodles sector.
Dot Noodle ­ not dissimilar in name to Unilever's multi-million pound star Pot Noodle ­ should launch in the UK in the next few months, according to Erik Van Engelen, marketing director for Ye Olde Oak's Dutch parent company, Struik.
The newcomer recently hit shelves in its native Holland in single-serve 43g foil sachets in four flavours ­ chicken, mushroom, tandoori and vegetable. Rsp is 11.29 (around £1).
The plan to move the newcomer into the British market once again pitches Ye Olde Oak against a Unilever stalwart.
Dot Breaks ­ mini salami-style sausages in foil packs ­ were launched earlier this year as a rival to Peperami, and single-serve larger sausages are also in the pipeline.
However, the brand has failed to create much of an impact to date, having only secured national listings at Welcome Break motorway service stations.
Van Engelen insisted that Struik had far from given up on the brand in the UK and said: "We are talking to the major UK retailers about the whole range that we will be offering under the Dot banner."