Batchelors Pasta n Sauce pot, Cheese & Pancetta

Batchelors has fired the latest shot in the instant hot snack war with Pot Noodle by unveiling the Pasta ‘n’ Sauce range in a pot format.

Available from July, the NPD will comprise four variants intended to tap lunchtime and on-the-go occasions: Cheese & Broccoli, Chicken & Mushroom, Mac ‘n’ Cheese, and Cheese & Pancetta (rsp: £1.09/65g).

The launch came as single-serve eating occasions were growing by 10%, said Mark Alldred, brand director of quick meals & snacks at Batchelors owner Premier Foods. “We are confident the launch of Pasta ‘n’ Sauce in a convenient format will have a very positive impact on the category.” 

Pasta ‘n’ Sauce has long been available in a sachet. The new option is the latest in the tit-for-tat battle between Batchelors and Unilever’s Pot Noodle, as both brands seek to revive an ambient ready meals category that last year lost 4.1% (£11.5m) in value sales [Nielsen 52 w/e 8 October 2016].

As the Pasta ‘n’ Sauce pots land on shelves next month, it will be joined by Pot Pasta – an extension of the Pot Noodle brand.

Last November, Batchelors unveiled Super Noodles in a convenience pot – which went on to sell three million units in its first 14 weeks, Alldred said.