Leading noodle brand has ‘Lost the Pot’

Leading noodle brand has ‘Lost the Pot’

Pot Noodle launches pot-less variant for the first time

This month, the UK’s number one Instant Hot Snack brand[1], is expanding its leading range of tasty mini meals with a variety of block noodles – Lost The Pot Noodle.The increasingly popular block noodles format is now worth £75m and growing at 18.2% YOY[2], making it a big move for the market leader in pots.

Traditionally, Pot Noodle has been the perfect on-the-go snack, however, the new format also aims to help busy families with a quick and easy dinner solution – especially now that more of us are cooking at home than ever before. What’s more, the range Lost The Pot Noodle, offers over 30% less saturated fat versus competitors[3] and can be enjoyed by simply adding hot water and the flavour sachet or can be used to jazz up a meal to create a delicious dinner for the whole family.

The tasty new range brings a trio of flavours to the table including Roast Chicken – the nation’s favourite block noodle flavour[4], Curry – perfect for adding extra ingredients to, and Sweet Chilli – an increasingly popular flavour inspired by authentic cuisine. These core, delicious flavours are perfect for noodle fans to pimp up with their extra ingredients.

Andre Burger, VP Foods and Refreshments UK&I Unilever comments: “The launch of Lost The Pot Noodle is an exciting one for the brand as the new block format will widen the its appeal. Easy to make, and made with all of the great flavours Pot Noodle is known for, we expect the range to be a huge hit with families as they enjoy oodles of noodle deliciousness.”

Benefitting from a £3.5m marketing investment for the Masterbrand campaign, including TV, video and digital, the activity kicks off from 15 June 2020.

The new variants are available in Asda now and will be rolling out nationwide from September 3, 2020. Lost the Pot Noodle Roast Chicken, Curry and Sweet Chilli will all be available at the RRP of £0.80.*

[1] Nielsen Retail Measurement Service for the Mini Meals – Pots segment for the 52-week period ending 28/12/2019

[2] Nielsen Market Share: GB Total Coverage, Product Share: Mini, 2020

[3] Low in saturated fat – over 30% less sat fat vs competitors (compared to 44 similar products currently sold in the UK, January 2020)

[4] Nielsen Value Sales: GB Total Coverage, Product Share: Mini, MAT (end 16-MAY-20)