Instant noodles brand Kabuto has entered pasta with a line of mac & cheese pots.
Two flavours – Original and Sriracha Chilli – have rolled into Sainsbury’s and Amazon (rsp: £1.50/85g).
They contain no additives, preservatives or artificial colours, and provide 12g protein per serving.
Ready in four minutes in the microwave, the add-water pasta pots are billed as “easy-peasy, cheesy pots of goodness”, suited to shoppers who are looking for “a quick meal packed to the brim with taste”.
According to Kabuto founder Crispin Busk: “For far too long the instant mac & cheese at the supermarket has meant crunchy pasta, bland sauces and no taste at all.
“We knew it was time to revitalise and reinvent this delicious dish… and we think we’ve smashed it with our new range.”
The launch marked a “new direction” for the brand, said Busk, adding that he couldn’t wait for “the nation’s pasta fans, busy families and possibly even the odd hungover foodie to enjoy our latest range of deliciousness”.
It comes after Kabuto rebranded and reformulated its core range of noodle pots in May to make them vegetarian and non-HFSS.
Kabuto isn’t the only ambient brand launching hoping to lure in shoppers with an instant mac & cheese meal.
Batchelors launched a line of meat-free pots – which included Smoky Facon Mac ‘n’ Cheez – in November 2021, in a bid to boost its appeal with vegans and flexitarians.
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