Batchelors is tapping into the growing taste for Mexican food in the UK with a Mild Mexican Chilli addition to its Super Noodles brand.
The flavour, which targets both adults and children, will broaden the international flavours of the brand.
Batchelors said that Mexican food was set to overtake Chinese as Britain’s second-favourite take-home meal from the supermarket by 2007 [TNS Superpanel]. The company is
also adding a Smoky Bacon flavour to its 98% fat-free range. The range, launched in January, consists of Chicken & Herb, Spiced Beef and Sweet Thai Chilli, and has taken a 5% value share of the savoury noodles market [IRI August, 2005].
At the same time, Batchelors is breathing new life into its Cup a Soup brand with a jar (rsp: £1.89) in three varieties. Each jar holds 12 servings and comes in Chicken, Golden Vegetable and Tomato.
The jars will be supported by a £5m package, including TV and radio advertising and a poster campaign later this year.