Pot Noodle has taken its popular flavours into noodle blocks to target evening meal occasions.
Chicken & Mushroom, Original Curry, Beef & Tomato and Bombay Bad Boy blocks (rsp: £1.20/112g-115g) are in major supermarkets now, with a wider rollout planned for March.
They contain a new seasoning, designed to deliver “iconic Pot Noodle taste, using less powder”, along with the wet seasoning sachet found in the pots.
This is not the first time Pot Noodle has launched noodle blocks. In 2020, it unveiled smaller 85g blocks in Sweet Chilli, Roast Chicken and Curry as part of its Lost The Pot range, which are still on the market.
However, the new, larger additions catered to the increasing number of consumers turning to block noodles as a convenient evening meal. Pot Noodle was strengthening the aisle with flavours that were “already proven winners”, it said.
“We are thrilled to bring our most-loved Pot Noodle flavours into a new format,” said Unilever UK&I GM for foods Georgina Bradford.
“We know that consumers are increasingly looking for convenience and affordable evening meals, and this launch directly meets the demand with the taste they already love.
“This offers a huge opportunity for retailers to invigorate the block noodle segment with a trusted, category-leading brand.”
The launch will be supported by a marketing campaign live now until April, including TV and cinema placements featuring moviegoers enjoying Pot Noodles in a cinema, as well as out-of-home ads.
Unilever launched Korean-inspired noodle brand Namdong in July, adding Beef Jjigae, Kimchi Jjigae and Chicken Jjigae in pots (rsp: £1.60/83g & 84g) and blocks (rsp: £1.30/120g).
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