Unilever looks poised to launch a new take on Pot Noodle later this year.

The fmcg giant has applied to register the name ‘Lost the Pot Noodle’ with the Intellectual Property Office.

It is seeking a class 29 and 30 trademark, covering prepared meals and snack foods.

Unilever declined to comment when approached by The Grocer.

It comes as the brand grew its supermarket volumes by 5.7% last year. However, this was largely driven by a drop in average price – Pot Noodle’s value only grew 1.6% to £114.4m [Nielsen 52 w/e 7 September 2019].

2019 also saw Pot Noodle gain a trio of ‘Asian Street Style’ SKUs – Vietnamese beef pho, Japanese miso noodle and Malaysian laksa – which are made with rice rather than egg noodles, with an eye to tapping more health-conscious shoppers.