Symington's is taking on Batchelors with the launch of Golden Wonder: The Nation's New Noodle on the Block - a dried noodle block that hot water is added to, like Super Noodles.

Symington's - which also owns Pot Noodle rival Golden Wonder: The Nation's Noodle - predicts first-year sales of £5m for the product, which went into Tesco and Sainsbury's this week. The newcomer (rsp: 50p-60p for 100g) is available in chicken & mushroom, beef & tomato and chip shop curry flavours.

"There is one major brand in block noodles at the moment Batchelors Super Noodles," said Symington's marketing manager David Cherrie. "Our key point of difference is we have no artificial flavours, colours or preservatives."

Sales of instant noodles and pot snacks have increased 160% to £145.9m in the past year [Nielsen 52w/e 3 October 2009].