Savoury noodles brand Batchelors is launching a new sub brand, the East West Noodle Co. The range of complete meals for one comes with two 50g blocks of noodles and a 55g sachet of wet sauce. Available from the beginning of October, the East West Noodle Co range comes in four variants: Sweet & Sour, Chow Mein, Thai Green Curry and Peking Barbecue. Phil Ellis, category controller for Batchelors, said the aim is to provide "a complete noodle snack meal with the taste benefits of authentic noodle products and the convenience of instant noodles. "We aim to increase weight of purchase among the growing numbers of people who in the week rely on hot snack meals like frozen lasagne, pasta and pour-on sauce. Bathelors is spending £2.7m to support the launch, including an instore promotion from October. Rsp: £1.09. {{P&P }}