lost the pot noodles

Source: Unilever

The noodle blocks are billed as containing 30% less saturated fat than competitors

Unilever is ditching the pots from Pot Noodle with a trio of ‘Lost The Pot Noodle’ snacks.

The fmcg giant has launched three flavours – curry, sweet chilli and roast chicken – into Asda this week in a new block format, ahead of a wider rollout in September.

The noodle blocks are billed as containing 30% less saturated fat than competitor brands, and contain 415 to 416 calories per pack (rsp: 80p/92g).

Unilever said it hoped the new format would broaden the brand’s appeal with families, adding the NPD was “perfect for noodle fans to pimp up with their extra ingredients”.

Like their potted counterparts, they are prepared by adding hot water and an accompanying flavour sachet.

The launch will be backed by a £3.5m marketing push behind the entire brand, which kicks off from 15 June, spanning TV, video and digital advertising.

The Grocer first revealed Unilever was eyeing a new take on the long-standing brand when it applied to register ‘Lost The Pot Noodle’ with the Intellectual Property Office in January. Unilever did not respond to requests for comment at the time.

The launch comes on the back of a solid year for Pot Noodle, which grew its value sales 2.7% to £112.2m in 2019 [Nielsen 52 w/e 31 December 2019].

Lost The Pot Noodle is the latest in a series of launches from the brand that attempt to position it as a healthier option. Last year it launched a trio of Asian Street Style pots it said would appeal to health-conscious shoppers thanks to the fact they contained just 250 calories per pot.

Last month saw the brand partner with GradBay, a marketplace that connects graduates and students with potential employers, to launch an ‘alternative careers fair’, encouraging young people to try out less traditional internships and careers that align with their passions.