Unilever is hoping to tap UK shoppers’ growing appetite for Korean cuisine with a new instant noodle brand.
Called Namdong, the Korean-inspired range has debuted with pots (rsp: £1.60/83g & 84g) and blocks (rsp: £1.30/120g), each of which is available in Beef Jjigae, Kimchi Jjigae and Chicken Jjigae.
Jjigae is the Korean word for stew, and as their name suggests, Namdong’s noodles feature “a thicker, stew-like broth”.
Developed by food technologists specialising in Korean cuisine, working in partnership with Unilever’s R&D experts, the noodles also feature a separate spice seasoning sachet, allowing noodle lovers to “fully personalise the spice level without sacrificing on flavour”.
The range is already in Morrisons and Asda and will hit Tesco in August, before rolling into Sainsbury’s in September.
“Namdong offers a rich combination of Korean-inspired flavours and addresses a clear consumer demand for customisable spice levels on noodle dishes,” said Unilever Foods UK&I GM Georgina Bradford.
“Consumer reaction from taste tests has been phenomenal and we’re proud that Namdong has been created to appeal to everyone,” Bradford added.
The launch will be backed by a social-first marketing push, which will see Unilever work with influencers to demonstrate the versatility of the product.
Social media activity will include appearances from Namdong’s brand mascot, a cartoon tiger called Rami.
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