>>How is one of 2004’s top launches faring?

Product:
supernoodles to go
Company:
batchelors
Launch date:
August 2004
The instant noodle market has in recent years suffered from the nation’s hunger for better-for-you food options as the snack is largely perceived as unhealthy.
This, however, did not prevent Batchelors going head to head with Unilever’s iconic Pot Noodle brand last year with the launch of a new format under the SuperNoodles label. SuperNoodles To Go, like Pot Noodle, is made with hot water and comes in a 85g pot with an rsp of 79p.
While the 26-year-old Pot Noodle remains the dominant brand within the noodles sector, SuperNoodles To Go, which is aimed at busy young adults who want a super-tasty snack on the go, has had a very good start. The newcomer has managed to clock up sales of just over £6m since launch [ACNielsen to July 9, 2005].
In addition, the snack now accounts for nearly 6% of the £112m instant hot snacks market. Trial has also been good with more than 9% of ACNielsen’s consumer panel having tried the product.
An impressive 35% of those have come back for a second purchase [ACNielsen 4 w/e to July 9, 2005].
When it comes to distribution, the newcomer has also done well, clocking up 67% of all possible outlets [ACNielsen 4 w/e to July 9, 2005].
Compared with the total market for instant hot snacks, SuperNoodles To Go has a more downmarket profile and is mostly bought by larger households with three or more family members. As intended, it has proved most popular with the younger consumer, but has also fared well with the middle-aged consumer, while people over the age of 55 have shown little interest in the product.
SuperNoodles To Go is available in four flavours - roast chicken, chicken chow mein, sweet & sour and curry.
The launch was supported by a multimillion-pound campaign including TV ads, in-store promotion and point-of-sale material, as well as radio and press ads which followed later in the year.