Batchelors’ Super Noodles To Go is hoping to steal a march on its arch rival, Unilever’s Pot Noodle, with the launch of a low-fat version of the savoury snack.
The company is hoping Batchelors 98% Fat Free Super Noodles To Go will prove popular with women, and claimed it has already attracted many females to the male-dominated noodle market.
The product features a single serving of air-dried noodles and vegetable pieces in a tub with an added flavour sachet, and is a no-cook alternative to the existing Batchelors 98% fat free block Super Noodles. The range, in Roast Chicken, Tikka Masala and Barbecue Beef flavours, (rsp: 79p for an 85g pot) goes on shelves this month in multiples and convenience stores.
Batchelors’ snacks and sides category director Jamie Sohosky said: “With 98% Fat Free Super Noodles To Go we’re offering consumers great tasting noodles that are quick and easy to prepare and better for you.”
The Super Noodles brand is being supported with a £3.5m media campaign this year.