Unilever is to extend Pot Noodle into pasta options, as the brand faces stagnant sales and increased competition from Batchelors Super Noodles
Landing on shelf from 1 July, the Pot Pasta comprises ‘the nation’s favourite pasta recipes’ in Beefy Bolognese, Creamy Carbonara and Cheesy Broccoli variants (rsp: £1.39/68g). All ingredients were sustainably sourced, said Unilever.
Bearing a Pot Noodle-style logo and dark green branding, the new trio’s arrival is to be backed a £2m investment with the strapline ‘You can make it the Italian way’. Activity will include OOH and targeted social media “to tap into the loyal fan base of Pot Noodle and beyond”.
The NPD comes as Pot Noodle’s value sales are flat at £101m with volume sales down 2.6% [Nielsen 52 w/e 31 December 2016]. The brand is also facing competition in the instant pot snacks category from Batchelors Super Noodles, which extended into the pot format in February, as part of owner Premier Foods’ strategic tie-up with Japanese noodle firm Nissin Foods.
The move into pasta “made sense”, said Monique Rossi, snacking marketing manager at Unilever. The NPD would open the Pot Noodle brand to new shoppers, as well as further cement existing fans’ interest.
“As the number one instant hot snack brand, we continually look at ways to ensure we are providing innovative, great-tasting products that are quick and convenient to eat,” she added.