Asian-style fast food chain Itsu has relaunched its core range of pot noodles for grocery, with more environmentally friendly packs, a lower rsp and new variants.
Use of a cheaper, more widely recyclable pack had helped the brand “offer the consumer a better price, while ensuring the product remains of the highest quality” it said.
Rsp had been cut by 12% from £1.99 to £1.75 at “a time when food inflation is plaguing the shelves of our supermarkets” Itsu added. It comes as suppliers and retailers are under renewed pressure to move away from unsustainable packaging.
The overhauled four-strong lineup of rice noodles with “more recognisable, popular Asian flavours” – Katsu, Satay, Pho and Chilli Miso (63g-64g) – will replace the previous five crystal noodle pots of similar weight while remaining gluten-free and under 230kcal per pot (365kcal per 100g).
They are to be joined on shelf from 29 January by two extra variants in the Itsu udon pot noodle range: Katsu and Satay (rsp: £2.50/173g).