Unilever Bestfoods is bidding to bring home even more bacon under the Pot Noodle banner ­ by introducing a new variant called The Sizzler.
The company is so confident its latest addition will score a hit with consumers it is predicting it will become one of the range's top sellers.
Launching next month, The Sizzler will be supported by a dedicated £1.6m marketing spend which will include TV ads. The whole Pot Noodle stable will benefit from a £9.5m campaign spend this year with TV and poster advertising from June.
Category manager Alistair Burgess said the launch of The Sizzler reinforced Unilever's intention to update the core Pot Noodle range each year. Bombay Bad Boy was added last year with the company claiming that half of its volume sales were incremental to the category.
"Our research suggests that The Sizzler will perform even better," said Burgess. "Our aim is (for Pot Noodle) to become a £200m brand by 2006."