Premier Foods has put its Batchelors Super Noodles portfolio into pots – the first launch for the brand with Nissin following last year’s finalisation of the two companies’ strategic partnership.
The NPD is created via Nissin’s ‘world-leading noodle technology’ at the supplier’s production facility in Central Europe. The lineup will be available in four variants – Chicken, BBQ Beef, Curry and Bacon (rsp: £1.09/75g) – which are set to be supported by an integrated campaign including in-store and media.
The new format puts Super Noodles into a pot snacks category worth £163m [IRI 52 w/e 29 January 2017] and in direct competition with Unilever’s Pot Noodle, the ambient ready meals leader that has seen value sales rise £1.3% to £101.6m [Nielsen 52 w/e 8 October 2016].
Moving into dry pots would “open up new occasions” for Batchelors, said Yilmaz Erceyes, brand director of savoury meals at Premier. “Offering our much-loved Super Noodle flavours in a handy format will help bring new shoppers into the category, as well as encouraging those who already love the brand to enjoy their favourite noodles more frequently.”
Mitsuyuki Nishimori, Nissin’s chief EMEA representative, added: “The combination of Nissin’s noodle expertise with the strong brand equity of Batchelors is one of the key benefits of our partnership with Premier. We’ve managed to bring our first product to market in less than a year, which is a great achievement.”