Symington's has unveiled Naked Noodle, a range of instant noodle soups ­designed to attract younger women to the soup and snack fixture.

The three-strong range, which the company said had been inspired by the growing popularity of Asian food and noodle bars in the UK, comprises Thai Chicken, Chilli Beef and Hot & Sour flavours.

Priced at £1 a pack, the products have just gone on to Asda shelves and are due to roll out to other retailers later this year. The American takeaway-style cartons contain a block of noodles and a sachet of seasoning, to be mixed with boiling water before the consumer eats the soup from the carton with the 'spork' provided.

Symington's - also the producer of Golden Wonder: The Nation's Noodle - said the new line would target busy professionals seeking "adventurous and convenient" lunchtime products.

"We're really excited to launch the Naked Noodle and are confident it will entice more discerning consumers into the noodle market," said Symington's marketing controller, David Cherrie.

The launch follows the release of other upmarket noodle bar-style products, such as samurai-themed Kabuto Noodles, while Innocent is understood to be working on a posh Pot Noodle-style launch.

Will Butterworth, consultant at branding agency The Value Engineers, said the 'naked' branding would conjure up a feeling of healthiness towards the product among its target audience of young women, who are advised on 'how to look good naked' by TV presenter Gok Wan.

However, the target market might be put off by the budget price and minimal labelling, warned Alex Beckett, Mintel senior food analyst.

"The cheap price contrasts with the snazzy packaging and suggests a low-quality recipe," he said. "Women might also be deterred by the lack of nutrition information on the front of the pack."

Last week, The Grocer revealed Symington's was bringing classic product Campbell's Condensed Soup back to UK shelves for the first time in three years.

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