Kabuto Noodles

Source: Kabuto Noodles

The rebranded range will roll into retailers in mid-May (rsp: £1.65)

Kabuto Noodles is rebranding and reformulating its core range of noodle pots to make them non-HFSS.

The new packaging was 100% recyclable and features “premium, restaurant-style” photography, intended to function as a serving suggestion for shoppers, said Kabuto.

The instant noodles inside, meanwhile, had been reformulated so that they were vegetarian and non-HFSS.

They will roll into retailers in mid-May (rsp: £1.65).

Kabuto said the rebrand would help it recruit more health-conscious shoppers to the instant noodle category.

It was based on recent Mintel research, which revealed that 41% of regular instant noodle eaters were “interested in more ideas for turning instant noodles into wholesome meals”, the brand added.

Kabuto founder Crispin Busk said the brand’s focus for 2022 was “on repositioning Kabuto to make it easier for consumers to trade-up into a premium space in a category that has traditionally been perceived as unhealthy”.

The brand planned “to change perceptions of the instant noodle category” and the first step was “to show that our noodle pots can be personalised into something delicious, nutritious and exciting”, he added.

It is the latest in a flurry of better-for-you and vegetarian launches from instant meal brands. 

Mr Lee’s, for instance, added a trio of ramen noodle cups in March – each weighing in at under 267 calories per cup.

Premier Foods last year unveiled a trio of meat-free pots for Batchelors in a bid to boost the brand’s appeal with vegans and flexitarians.