Pot Noodle is squaring up to its snack rivals with a hard-hitting relaunch positioning it as a healthier option.
The brand has cut salt across its range by an average 28% and hopes that a healthier image will kickstart sales. New on-pack flashes declare 'only 5% fat' and 'no artificial colours and preservatives'.
The entire range has had a dramatic reformulation, according to the company. From the end of next month, all variants will include more vegetables and less salt, while standard and king pots of a brand new Reduced Salt Chicken & Mushroom Flavour contain 33% less salt than the current range.
Unilever hopes a focus on health will appeal to more women, as well as to the core male fan-base. "This radical relaunch will ensure that the brand appeals to a much wider audience," said business manager Julie McCleave.
"A £10m marketing spend will reposition Pot Noodle in people's minds and give it a clearer role in their busy lives."
Unilever has also introduced new graphics and logo on pack and is planning TV advertising, posters, sampling, direct mail and in-store media activity.
In recent months, snack rivals such as Peperami and Mattessons have been muscling in on Pot Noodle's risqué and wacky style of advertising.