Posh instant noodle brand Kabuto has secured a listing in 600 Sainsbury’s following a brand revamp.
The company’s chicken ramen, beef pho and miso ramen flavours will hit stores in September (rsp: £2.45/85g pot).
The Samurai-themed noodle brand was launched in January 2011 by former Pieminister sales director Crispin Busk, and is already on sale at Waitrose, Ocado, Harvey Nichols and several independents.
Its Sainsbury’s listing follows a price drop and a packaging change in May that saw the product move into an insulated cup designed to be easier to eat from. The new pots contain the same amount of noodles but are slightly smaller.
“We are really looking forward to working with Sainsbury’s,” said Busk. “We feel that we can bring new customers into the instant noodle category.”
Earlier this year, Waitrose expanded its listings of Kabuto from 35 to 200 stores.