Unilever snack brand Pot Noodle has made its Chinese chow mein flavour available in its King Pot format.
Chinese chow mein has one of the highest penetrations of all the Pot Noodle flavours and the brand is confident that th launch will drive category value by trading up existing fans of the flavour from the 90g to the 114g version.
The move extends the current range of flavours available in the larger format, which includes Bombay bad boy, chicken and mushroom, beef and tomato, and original curry.
Pot Noodle marketing manager Monique Rossi said: “Chinese chow mein has been one of our most popular flavours to date and its addition to the King Pot range is a great way to kick off 2016 for Pot Noodle.”
The launch follows the launch of the You Can Make It brand repositioning in 2015 and forms part of an exciting plan for the brand that will be supported by a £5m marketing investment.
Pot Noodle King Pot chow mein has a recommended retail price of £1.36.
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